Meet our founder

Made By Women Who Know Better 

"We started No B.S. because we were tired of toxic beauty industry behavior: the B.S. marketing claims, the nasty ingredients, the unattainable beauty standards.  

Diana -our founder- spent most of her career working for the giant corporate beauty brands that run the business. At P&G, she led product development and marketing for some of the industry’s biggest names like Dolce&Gabbana Beauty, Palladio, DDF and Fekkai. Little by little, it got to her. The marketing gimmicks, proliferation of unattainable beauty standards, unregulated ingredients, and shady B.S. that the $12 billion beauty industry is built on. 

Diana knew we could do better. "Our mission is simple: to change the beauty industry for good by creating an alternativepowerful, effective products without any of the bad stuff and bullshit marketing claims the beauty industry is known for."




Breaking Through The Bull  

B.S. is everywhere. It’s the wage gap, the pink tax, and the $11 billion beauty industry telling us what to buy to buy our worth. We’re so done with all of it: half-truths, shady ingredients, and products that promise everything but deliver nothing. That’s why we’re on a mission to change beauty for good with safe and healthy skincare that actually does what it says it’s going to.  


Glowing Results. Nothing Shady. 

We take the good-good that nature has to offer and mix it with science-made innovations worth geeking out over. Plus, we ban 1,500 questionable ingredients from our products. Some call it clean, we call it common sense. No parabens, sulfates, harmful petrochemicals, artificial colorants, phthalates or synthetic fragrances. Vegan. Gluten-Free and Cruelty-Free.  

Skincare With Higher Standards

As a brand, we’re committed to ousting beauty industry B.S. with clean ingredients that work smarter to give us healthy, glowing skin. We’re not promising a miracle in a bottle: we’re promising clean formulas, visible results, and a B.S.-free beauty culture we can all get behind.