Evidence Brief
Esse Quam Videri
TO BE RATHER THAN TO SEEM
What it means
In a world optimised for optics, we choose outcomes over appearances. Esse Quam Videri is our standard: to be, rather than to seem. It’s the quiet resolve to build what works — and let proof speak louder than performance
Substance before show. Results before reach.
Why now
The internet is vast, fast — and noisy. Stories spread quicker than facts, endorsements travel further than evidence. Haircare became heavy on promises and light on solutions. We take the harder path: consolidating research, modelling with AI, and building for biology — not for the spotlight. The goal isn’t to look credible, it’s to be credible.
How we practise it
- Evidence first — AI‑assisted evidence sweeps, expert challenge & review, and dose‑locked design
- Six pathways, not one — Anti Grey 1.0 is the first formula designed to support all six biological drivers of pigment loss in concert
- Transparency by default — full ingredient and dose disclosure, a living Evidence Brief and audit notes
- Service that respects time — fair policies, fast support, free delivery, and a money‑back guarantee
- Fewer, better — we build singular solutions that solve root problems, not shelves of look‑alikes
Real design, real outcomes — products built from consolidated research, simulated for synergy, refined by experts
Clarity — simple guidance for consistent use; fewer moving parts, more signal
Respect — your experience informs what we build next
Our customers are our celebrities