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the philosophy.

A return to simple, time-honored beauty…

We are champions of diverse & inclusive beauty; passionate about creating highly-effective, plant-based skin care. We use ethically sourced, highly-active, native and wild botanical ingredients from all over the world. Through the combination of modern skin care practices and time honored beauty rituals, our goal is to uncomplicate skin care routines for women everywhere.

mia chae reddy, ph.d.

Living in Italy the past few years, I got to experience beauty in new ways. The laissez faire attitude of French women, clean minimal approach of Scandi women & the colorful but simple beauty of Italian women was totally inspiring. The natural, home remedies and time-tested beauty secrets of women across the pond felt validating.

And then there was Morocco. Morocco blew my mind. I met an herbalist there whose pharmacy has been in his family for over a century. I fell in love with the way their beauty rituals were closely connected to the land and nature. So simple yet so advanced. 1,200 year-old beauty rituals imbued with simplicity.

Witnessing the pared-down routines of other women around the world was refreshing. I knew there had to be other women back home who felt like me: women who loved the idea of a luxuriously complicated regimen but secretly desired one that is every bit effortless as it is powerful. There is just something really alluring to me about reaching the final result in like, 7. less. steps. Don't you agree?

CHAE Headshot.jpg

Completely random but totally related–I took a style quiz recently that labeled me as casual chic. Huh. I couldn't describe my vibe any better. I love nice things but I love function and practicality equally so. Dresses and adidas, boyfriend jeans and heels, a bold lip and a naked eye. My skin care is no different. Except that it is. I was really starting to feel like needing 10 steps to get maximum results was for the birds. Sunday beauty rituals became a burden but skipping steps made me feel guilty. I couldn't be the only one who wanted an uncomplicated skin care regimen. Where were all the Casual Chic girls? The more I started talking about it, the more I realized I'm not the only one. 

So, out of my love for time-tested Moroccan beauty rituals, sexy French girls who splash rose water on their faces and go and my desire to uncomplicate my beauty ritual, CHAE was born. It's a nod to grandma's multi-tasking creams, a conjuring of ancestral beauty secrets and a return to simple beauty. I hope you find it as liberating as I do.




the philanthropy.

CHAE skin care is passionate about furthering women's equality, human rights and racial justice. There are just so many righteous causes and we want to support them all–adopt the babies, build the schools, dig the wells, staff the hospitals, stop global warming, send the kids to college, cure the big C, Alzheimers, ALS, AIDs and every other disease out there! (You get the picture).

+ We donate 2% annually to causes such as women's, LGBT, disability and human rights, reproductive freedom and racial justice. We are also committed to donating to organizations providing emergency relief for victims of natural disasters, conflict and other unforeseen crisis. 

the sustainability.

Our cold-pressed argan oil is ethically sourced from Morocco's Argan Forest–declared a biosphere reserve by UNESCO in 1998–and hand extracted by a local Amazigh women's co-op outside of Marrakech, Morocco. This cooperative shares profits among other local Amazingh tribes, aiding in health care, education and the creation of jobs. Purchase of The Glow supports the argan oil industry and invests in the establishment of ecosystem reforestation, ensuring its longevity. CHAE only tests on people, never test animals. Our ingredients are 100% natural and organic. Due to the small nature of the farms and coops we work with, traditional means of organic certification is not always financially possible. Our products are always created free of synthetics, chemicals, artificial fragrances, parabens, phthalates, sodium laurel sulfates, fillers, mineral oil and petroleum.