Who's behind it? New Zealander Malcolm Rands began selling his products by mail order in 1993. Rands says the brand applies a precautionary principle to chemicals. There are no petrochemicals, enzymes, optical whiteners, phosphates, synthetic perfumes or dyes, chlorine, ammonia, TEA, DEA, MEA, SLS, parabens, propylene glycol, formaldehyde or NPEs. 'The main reason we have done so well is that we always get people writing in saying that within weeks of using the products their allergies disappear,' says Rands.

What's the spin? The range includes shampoos and conditioners using ingredients from coconut and palm oils blended with organic cider vinegar and therapeutic-grade essential oils. There is also a wide selection of gentle soaps with unusual combinations such as orange and cinnamon or manuka honey and kelp. The baby line is designed to contain ingredients that match the oils and amino acids found naturally in the skin.

Rands doesn't stop at beauty products and the brand also stocks a line of household cleaning, gardening and pet care products.