It’s not just a name. Putting our Faith in Nature means doing things a certain way and these are the beliefs that guide us.
Nature is powerful
Wind, fire, water. Lavender, chamomile, nettle.
Even when it’s gentle it packs a punch (and you’ll find our products do too).
Nature is powerful beyond words. Every human achievement comes on the back of harnessing just a tiny fraction of what Nature is already capable of. And yet, sometimes, people take ‘natural’ to mean ‘wishy washy’. Too soft or gentle to really work. But Nature can turn tadpoles into frogs, paint rainbows in the sky or fire molten rock from a volcano. Of course Nature can care for you skin, hair and home too! Even more miraculous, natural products can be powerful but gentle on you at the same time. Every ingredient in our products is there for a reason. And that reason is that they really, really work.
natural shouldn't mean comrpomise
It shouldn’t cost more. And it should work just as well.
Our belief, of course, is that it works even better.
Historically, there has been something of a stigma around natural products that they are, in some way, inferior to synthetic, chemical products (that personally we wouldn’t want on our skin, let alone in our waterways). But that stigma is undeserved and, thankfully, people’s attitudes towards natural products and lifestyles is changing. Our products work beautifully, and our customers of over 50 years know this. But on the other end of the spectrum is the problem that other natural products companies have targeted more eco-aware customers and charged them a premium. To us, this seems cynical and anti the entire ethos of the natural lifestyle movement. We’ve always been focussed on making the best natural products possible at the most affordable price possible. There should be no compromise in efficacy nor in price charged, and by removing both of these, we make products as Nature intended — for everyone.
Trust can only be earned
'Green'. 'Eco friendly'. 'Sustainable'. The words change but the values don’t.
We’ve been walking the walk since 1974.
‘Green’, ‘eco’, ‘sustainable’. The words all change over time and whole industries are built around them. But we’ve only ever called ourselves Natural. We use the best quality natural ingredients available at the most affordable price, keep our ingredients lists short, and try to minimise our impact upon the natural world in the process. In today’s world of over-claims and jargon, it’s sometimes hard for our simple approach to cut through. It’s also hard for customers to know who to trust. But that’s where our history does the talking. We’ve been doing things our way since 1974, earning our customers’ trust every step of the way. And that means more than anything. There’s a saying we particularly love ‘Trust arrives on a tortoise, but it leaves on a stallion’. And, boy, has our tortoise plodded along. But there is no other way. You can’t buy trust. You can’t shortcut your way to trust. You can only keep doing what you believe, hoping that tortoise will arrive eventually.
The hard questions are on us
Choosing better starts with companies doing better.
We ask ourselves the hard questions to make your choices easier.
It’s impossible to ignore the huge challenges we’re all facing. Eco anxiety is very, very real. So too is eco grief. The reality is so much of the damage is caused by companies, not by individuals — yet companies pass this burden of responsibility to their customers. This seems astoundingly unfair. It’s overwhelming trying to make the ‘best’ decision in every aspect of your life. We only need to worry about soap. You need to worry about everything. That’s why we believe the burden of responsibility should rest with companies, not you. And it’s why we ask ourselves the hard questions (and act on them), so that it’s easier for you to make better choices. When you pick up one of our products, you should know we’ve done the hard bit. We interrogate and over analyse so you don’t need to (unless you really, really want to). If we do our bit properly, it should be one load less off your mind.
Independence is freedom
We’re proudly independent, family run, born in Scotland and made in Manchester.
We answer only to ourselves and Nature.
We’re not owned by ‘one of the big guys’. We’re proudly independent, family run and all our products are made in Manchester. Because we’re not owned by ‘one of the big guys’ , we can’t always shout as loudly as them (instead we rely on our products doing the shouting for us). But it also means we get to make our own decisions and act on them as we see fit. We answer only to ourselves and to Nature — which means we get to keep making decisions in the spirit upon which we were founded. We get to do what we believe is right, make decisions others wouldn’t and continue to live up to the impossibly high bar our name sets us: Faith in Nature.
A voice and a vote for Nature
By putting Nature on our board,
we make better decisions that take the natural world into account.
We make soap. But in 2022, we also made history by becoming the first company in the world to make Nature a director of our company. And that’s not as ‘wacky’ as it sounds. It’s actually really practical, simple and necessary in today’s Nature depleted world. Every decision that every business makes impacts Nature somehow — meaning Nature is a major stakeholder in those decisions — but the one voice never present when those decisions are made is Nature’s own. So to make this a reality, we borrowed frameworks from the Rights of Nature movement, implementing a ‘guardian model’. That means real experts are appointed to the board as ‘Nature Guardians’ to speak in the interest of Nature. And we’ve freely shared the model in the hope that other organisations implement it too. Hopefully one day, this will be the norm. For now, it’s on us to continue normalising the move. And there’s much more about it here.
After nearly fifty years in the natural products movement, we've learnt a thing or two along the way and we've certainly got plenty of stories to share.
