HOW DO WE CALCULATE THE TRADITIONAL RETAIL PRICE OF EACH PRODUCTUpdated a month ago

Put simply, the Traditional Retail Price is what we estimate someone would typically pay at other retailers for a luxury product of a similar size and quality. We benchmark each of our products against products from other luxury brands, and we choose which specific products we compare ours to by looking at the formulation, ingredients, uses, claims, size and packaging - as well as taking into account traditional beauty industry markups.

Because we work with the world's leading labs to formulate products exclusively for us, there may be differences between our products and the ones we compare them to. For example, we keep our packaging high-quality but minimalist (and as recyclable as possible) because we believe that you shouldn't be paying more for unnecessarily wasteful packaging. To ensure our Traditional Retail Prices are current, we regularly audit them nationally with a variety of well-known online and offline retailers.