Brand story: Perfect Organics

Who's behind it?

Former makeup artist Debra Claire founded the US brand in 2003. She is the daughter of a French chemist whose speciality was natural skin-care products. 'In order to call ourselves perfect, we had to be perfect in every aspect, from our ingredients to our production process,' says Claire.

'We are committed to using the most pure, organic ingredients and healthful production techniques.'

What's the spin?

Apart from organic, vegan and wild-grown ingredients such as French lavender or Italian mandarins, the brand says it's 100 per cent natural, free of preservatives, synthetic additives and chemicals, fillers and its shea butter is extracted naturally, versus using hexane (hydrocarbon solvents commonly found in toxic waste sites) or other chemical extraction processes which produce harmful byproducts.

What else?