As a natural and eco-friendly beauty brand, we are on a mission to master worry-free self-care rituals. Our uncompromising nature inspires us to design multipurpose beauty products that are safe for you to use on a daily basis. Our simple beauty essentials are packed with pure plant DNA, offering instant gratification with beneficial long term results.

Our flagship product, the TLC Dry Oil, is 100% natural and full of simple, yet essential ingredients that are carefully blended to deliver the benefits your skin and hair need to glow and feel radiant. We source everything locally. With Israel being a very small country, it gives us the opportunity to drive south to the heart of the western desert & north to the leafy mountains, reaching different farms and outsourcing some of the best cold-press natural and essential oils in the country, while supporting their local businesses.

After years of working in the busy events industry, I realized that for almost a decade, I was living a crazy hectic lifestyle, where I created unhealthy habits and got little to no sleep.  It took a toll on my body, and it was the wake-up call I needed to finally turn things around. I decided to embark on a new way of life, starting with changing my eating habits for a wholesome plant-based diet and indulging in homemade self-care rituals. This is where I found my inner peace and happiness, alongside a new passion, the act of natural, self-loving care. It was in 2017 when I immersed myself in the natural beauty world, learning about all the toxins, and harmful ingredients found in all the mainstream self-care products that we all use on a daily basis. This was a big no-no, but also a big eye-opening reality. I had to do something about it. 

 After extensive research, sleepless nights learning about the Ayurvedic and holistic industries and, of course, countless trials and errors, I formulated our beloved TLC Dry oil. A botanical blend of 8 seed + fruit oils meant to nurture and soften our skin, hair & nails.  With the creation of the product, a new brand was born and what once was only a dream finally became a reality. 

Our mission is to bring “self-care time” back to the top of our MUST DO’s, as we strongly believe that caring for ourselves comes first.  When you feel good with yourself, you’ll radiate that same feeling to those around you.

A romantic hybrid between the symbolic meaning of the Oak Tree and my husbands' name, Alon.

 Alon (אַלּוֹן) is a given surname, which means "oak tree" in the Hebrew language, while the oak tree symbolizes all that is true, wholesome, stable, protective and noble.