For the detail that earns the counter

Four things that go into every bottle before it reaches your bathroom.

The audited figure, the screen-printed finish, the honest photograph, the claims left on and the ones left off. Each one is a decision that adds to the object. Each has a cost, which is why none of them were easy and all of them were kept.

Read them
The Sage and Lime Zest Hand Wash lying on sage-green paper.

  1. 01

    Seven audits, one figure per bottle.

    The natural-content figure published on each bottle’s page comes from seven separate audits by Biorius in Belgium, one for every formula and size. A number in the eighties is what honest counting produces on a shelf where others say a hundred. What it costs us: seven audits instead of one round claim.

    The Biorius certificate card for the Sage hand wash, with both figures.

  2. 02

    The search lines we left off.

    A search ad rewards three or four familiar words. Several of the words that perform best in this category describe things this formula cannot claim or India does not permit, so they are not on any page. What it costs us: reach, and a simpler paid search account.

  3. 03

    A finish that cannot be peeled off.

    Screen printing costs more than a label, and a misprint cannot be peeled and replaced, so a mistake ships. The result is a finish that lives in the object and holds the colour of the room. What it costs us: a more exacting production line, and every misprint.

    The Sage and Lime Zest Hand Wash, Defence Care+, with lime and ice.

  4. 04

    The photograph of the real bottle.

    The hero bottle was photographed with its printed faults visible rather than retouched, and where three printed panels carry typos, the ingredient list here follows the India registration instead. What it costs us: a cleaner photograph declined, and a panel we have to explain.

    The Coconut Milk Hand Wash beside a halved coconut crowned with foam.

The record

Not our word.The certificate’s.

Natural content, Sage & Lime Zest hand wash
86.201%
Natural origin
96.774%
Certifier
Biorius, Belgium. Every product audited separately, each publishing its own figure on its page
Origin
Made in New Zealand. FernMark licence 100709, on the register
Importer
Kiwiyana Imports Pvt Ltd, Mumbai. The number on the pack reaches them

Then

The object the counter deserves.

Certified natural, made in New Zealand, with both figures published for every bottle. Four scents, two formats.

The range Check a claim first

Free delivery over Rs 1,500. Seven days on a sealed bottle, and a damaged or wrong one replaced within 48 hours of telling us.