we are here to prove a concept and drive a cause
we are not just a brand; we aim to be a catalyst for a better way of doing business and living life
we are freddy and julie, the co-founders and creators of the less is more concept range
Between us, we have 40 years of experience working at some of the biggest companies in the global cosmetics industry. Having seen how difficult it is for the big players to change, we decided to pioneer a different and more sustainable way for beauty and personal care. We’re making a difference by merging the principles of minimalistic luxury and the circular economy to create a movement – an opportunity for change.
a word from freddy
“I have always been passionate about beauty and personal care, and, as a minimalist myself, I like to have the very best and smartest products that can be. I very much believe that less can be more.
I spent over 25 years working for some of the largest beauty companies in the world, and have realised that the industry is very polluting, wasteful and driven by greed and profit. It’s no secret that organisations struggle to engage in the real change that is needed to address the sustainability challenges of today and tomorrow.
That’s why, together with Julie, we decided to start the less is more movement. We aim to shake up the industry and pioneer a fundamentally more ethical approach to the way products are conceived, marketed and consumed, starting with the beauty industry – we hope that others will follow.”
a word from julie
“As a mother of 2 girls, I am concerned about leaving a healthy and liveable planet for future generations. I am convinced that, to change the world, it is up to companies and brands to enable consumers with tangible solutions that allow them to change their habits.
After having worked in the beauty industry for 15 years, across different categories and countries, I decided to take a degree in Business Sustainability Management at Cambridge University. I learnt about the complexity of sustainable practices across various sectors, and the potential solutions to our growing pollution and waste issues. Issues which are very relevant to the beauty industry.
Freddy and I both sought to drastically reduce carbon emissions and eliminate single-use plastic. With our collective experience we focused on re-thinking bathroom essentials with an eco-responsible approach. By focusing on what really matters we have removed the unnecessary to limit waste while creating better and more enjoyable products.”
our principles
how we are giving back
we are passionate about protecting our planet for future generations and focus on water preservation, energy efficiency, and waste reduction
We pledge to donate 20% of our profits to environmental NGOs in order to fund concrete projects that enable the preservation of our resources, the elimination of single-use plastic and the reduction of carbon emissions. We are also a proud member of the 1% for the Planet movement, and donate a minimum of 1% of our revenue to approved environmental nonprofit partners.
our manifesto
It's time to shine a light on an inconvenient truth. One of the biggest ironies of the beauty industry is that it has an ugly side - one of greed, waste, and deception. We’ve been led to believe that if it looks good on the outside, it must be good on the inside, too…
But, in reality, most personal care products consist of 90% water, a common resource found in our homes. It’s paired with cheap synthetic ingredients and sold in big flashy, single-use packaging, often shipped thousands of miles across the globe, causing excessive carbon emissions, a trail of pollution, and a hole in your pocket. And for what?
If this upsets you like it does us, we invite you to be a part of the solution.
We are not here to be a brand. We’re here to create a movement. We strive to be advocates of the truth - defenders of the environment - because we truly believe that less is more. We're here to ask: “is it really necessary?” Because if it’s not, we don’t want it!
We're stripping it down to the essentials, eliminating the unnecessary in order to elevate what. We're here to put a stop to mindless wasting, and instead, mindfully design high-quality products. To be kind not only to your skin, but to the earth and those who call it home.
Join us in shaking up our habits for a more sustainable future, taking bigger steps with smaller footprints, and achieving more by taking less.
we are a movement
Join us in taking bigger steps with smaller footprints. In 2023, we want to take concrete and measurable actions, and you can help us to achieve them! See our objectives below:
our team and collaborators
our partners
Click on each logo to learn more about our collaboration
Crafting fine fragrance for over 250 years, Givaudan combines creativity with cutting-edge technology. Due to our exclusive partnership, we have access to their master perfumers and have been able to develop irresistible scents made from natural essential oils, with a real olfactive signature.
1% for the Planet is a global movement and non-profit organisation inspiring businesses and individuals to support environmental solutions through annual membership and everyday actions. 1% for the Planet Business Members give at least 1% of their annual sales while Individual Members give at least 1% of their annual salary to approved environmental partners.
Created in 2018, Wings of the Ocean is the biggest litter collection association in France. They fight against plastic pollution and act in favour of our oceans' protection, through beach and ocean clean-ups and raising awareness with the general public. These actions are intended to protect marine biodiversity and the natural ecosystem of the coasts.
Based in Saint-Jean-de-Braye, Orleans Logistique is a logistics company with a passion for sustainability and an obsession for constant waste reduction. They employ practices such as using solar power, and conditioning their warehouse with geothermal heating and cooling.
Indie Brands awards - we won the silver medal in this contest, out of 35 applicants and by a jury composed of over 20 beauty professionals and retailers.
