It all began with a single desire to create the best, healthiest skin care products available, a skin care line that would promote youthful, ageless, and natural beauty in women without the use of chemicals that are typically found in most commercially available skin related products. Rather, the immense and heartfelt intent to give birth to a line of products that would allow a woman to feel beautiful without possibly endangering her health was the motivating factor for Denie Hiestand, when he made a commitment to change the industry.