STARTS WITH A GENIUS GROUP OF CHEMISTS AND MARKETERS WHO CAME TOGETHER TO SAY WE CAN DO THINGS BETTER. WE CAN DESIGN PRODUCT FOR THE MINDFUL CONSUMER WHO VALUES QUALITY OVER LABELS. BY KEEPING THE PRODUCT INGREDIENTS GENERIC, WE CAN REPRODUCE NAME BRAND QUALITY PRODUCT WITHOUT BRAND NAME PRICES. AND THE PROOF IS RIGHT THERE IN THE LABEL.