2025 was a year of unlearning the beauty industry's default settings. Against a backdrop of shifting tariffs and a heavy political climate, it would have been easy to play it safe. Instead, we pushed harder. I spent a good portion of this year at the UN General Assembly and working alongside Greenpeace to pressure the Global Plastic Treaty negotiations. While those talks ended without a deal for the second time, it only solidified our mission. If the global systems won't change fast enough, we have to lead from the ground up.

Our team spent time this year at Rodale Institute and Poconos Regenerative Organic Farms, talking directly to the people who tend the land. Those conversations changed how we think about "natural" ingredients.