Motivated by a mission

IN has been leading the beauty industry into a cleaner, safer, earth-conscious future since its beginning with Horst Rechelbacher, "the father of safe cosmetics." Today, co-founders Kiran Stordalen and Nicole Rechelbacher lead IN while maintaining the same rigorous standards for wildly effective, super-natural hair, skin, and body care. Our meticulous selection of plant-derived, clinically proven, active ingredients are always cruelty-free and responsibly produced to minimize impact on the environment. We strive to exceed the standards of our certifiers, and aspire to make every component of our packaging recyclable. We're devoted to doing the best we can—until we can do better.

Super-natural science makes our products truly Intelligent.

Organic and natural plant-powered science is the basis of every IN product. We select ingredients that are proven to be biologically compatible with our skin, hair, and bodies, harnessing the power of nature to enhance your natural beauty. We source more than 200 plant-based active ingredients from around the world, and we take great care in how we process them, too—we wouldn’t want to reduce their natural potency. That means careful selection of only non toxic preservatives that will make sure you get the most out of each precious ingredient, prolonging your products’ shelf life without compromising on safety.

 Intelligent beauty is advanced beyond "clean" or "green".

Every Intelligent™ product means making conscious choices for our body and the planet. The percentage of certified organic ingredients is provided for each and every product, and we’re certified by Cosmos as well as the USDA. The aromas that make our products smell so irresistible are made from 100% certified organic essential oils/flavors. Our formulas are at least 80% natural, and we’re fully transparent of what “natural”, "organic", "clean", "green" and so much more means, on our Definitions page.  

Plant science for advanced performance.

We source the most efficacious plant actives from around the world. When we want to use a plant that’s rare or endangered, we use advanced scientific methods to get the benefits sustainably, like the lab-cultivated plant stem cells from rare and endangered plants found in our Intelligent™ skincare products. You'll find the clinically proven results of our active plant-based ingredients on every product page. We go to great lengths to give you total confidence that our plant-based beauty products not only work, they offer super-natural results.

Sustainability is everything. There is no Planet B.

We’re obsessed with ethically sourcing every one of our ingredients. Some plant-based ingredients ubiquitous in consumer products can have devastating impacts on our planet, or are associated with unjust treatment of workers. That’s why we go as far as it takes to make sure Intelligent™ products are never “part of the problem." We use only 100% certified organic essential oil blends with their own unique benefits (beyond smelling delicious) for our aromas. The purest, cleanest, unadulterated essential oils available, we sustainably manage these sublime essences from farm to bottle. Cutting-edge and environmentally responsible science like our plant stem cells—grown in the lab, not land—reduces water use, provides access to rare active ingredients, preserves biodiversity and reserves land for growing food. Our Marine Bioactive ingredients are sourced with controlled dives as not to impede upon fragile ecosystems. Even our extraction process is carefully designed to be safe and clean—we never use harsh solvents on our ingredients. We're committed to using sustainable palm oil in our products. IN cooperates with organizations such as the Roundtable on Sustainable Palm Oil (or RSPO), helping to reduce clear-cutting of our rainforests, which destroys habitats, displaces indigenous communities, and contributes massively to climate change, as well as rampant exploitation and abuse of the laborers. Our packaging materials are reused and/or infinitely recyclable to reduce your beauty routine’s footprint on the environment. We are certified cruelty-free by Leaping Bunny, Green E certified for using renewable energy, and guided by the strictest personal care natural and organic standards in the world USDA and Cosmos.