Let’s empower women to Shine Through.
Our passion, mission, and action stem from our desire to see every woman live a free, fulfilling life.
1% for freedom
We donate 1% of sales to nonprofits, such as the Mary Hall Freedom House, that help women Shine Through the challenges they face.
“To free women and women with children by empowering them to break the cycle of addiction, poverty, and homelessness.”
By moving women from a place of powerlessness to a place of freedom and thriving, Mary Hall Freedom House is helping women brighten the world, one life at a time.
Products with integrity
Women deserve to be free from the harsh chemicals that are all too commonplace in their personal care products.
That’s why our products are made with a bounty of good-for-you, natural ingredients like coconut, olive, and tea tree oils, shea butter, and more. Plus, we’ve banished potentially harmful additives like parabens, sulfates, mineral oil, and petrolatum. Finally, all of our ingredients must pass strict Environmental Working Group standards for safety.
The result? We craft exceptionally gentle, natural, and effective products. If you have a question or a tip, please share.
Our history of care
In 1973, two enterprising young African American pharmacists produced a non-chemical elixir, called Sta Sof Fro, that helped define the “Black is Beautiful” movement of the 1970s.
This breakthrough product had consumers lining up on the streets to refill their bottles from 55 gallon drums as it provided more styling options to keep up with changing hairstyle trends.
These two pharmacists went on to formulate another revolutionary product called Sofn’Free with the same level of commitment to quality and integrity. Sofn’Free maintains the legacy of making products with women’s best in mind, and has grown to include the diverse lines now found in our store.