We have witnessed beauty losing its authentic meaning. After digging up local markets and manufacturers we concluded that there is no brand as noble as water – Transparent or defines clean beauty.
With one mission in heart, we chose “Ethel” as a medium to spread awareness about the strength of clean cosmetics made with ethics. With the help of an expert team, we formulated clean recipes for every product sourcing natural ingredients and scientific methods using no harmful chemicals, unnecessary additives or dye. We made sure that the products are 100% vegan, cruelty-free and FDA-approved. We believe that anything you use on your skin should be something that makes you happy, safe on your skin and confident.
Everyone should embrace authentic beauty and with this belief, we work tirelessly to curate safe, clean, and authentic products.