Chris Chukwueke was in his late twenties, when a friend challenged him to read the ingredients of his favorite brand of lotion. To his surprise, he didn't recognize (nor could he even pronounce) the majority of the ingredients. That sparked a curiosity and journey to create a better moisturizer. It was then that he settled on the fact that since our skin absorbs what we apply, we shouldn’t put anything ON our bodies that we’re not comfortable being IN our bodies.