Kri Skincare Ethics

We make more with less

Krī was founded on a simple idea: effective skincare doesn’t need to be complicated. We use carefully selected ingredients at effective levels, with each one included for a reason. Our formulas are deliberately concise, but never at the expense of performance.

That same considered approach extends to the way we run the business. We think about the environmental impact of our ingredients, packaging and supply chain, and look for practical ways to reduce waste and use resources more responsibly.

Krī (pronounced kree) comes from the Sanskrit क्रि, meaning to undertake an action or deed. It felt like an appropriate name for a business built around doing things thoughtfully rather than simply talking about them.

Built from the values up

"When I started Krī, I wanted to create the kind of skincare I was looking for myself: effective, evidence-based formulas from a business whose environmental and ethical standards I could trust.

I’ve never seen those things as competing priorities. A product has to work – that’s its first job – but we can also think carefully about how we formulate it, how we package it, where its components come from and the businesses we choose to work with.

That approach has shaped Krī from the beginning, and continues to guide the decisions we make as we grow."

- Rupa, Krī Skincare founder

Certified B Corporation

Krī has been a Certified B Corporation since 2021, following independent assessment of our social and environmental performance, governance and business practices. We were the first British skincare brand founded and led by a woman of colour to achieve certification.

For us, certification provides something particularly important: independent accountability.

It means the values behind Krī aren't simply promises we make about ourselves. Our social and environmental performance is measured against an external standard.

Evidence-led formulations

We choose ingredients for their purpose in a formula and the evidence supporting their use. We don't believe an ingredient is inherently better because it's natural, or worse because it's synthetic. What matters is that it's safe, effective and appropriate for the product we're making.

We also consider environmental impact when selecting ingredients. It's one part of the formulation process, alongside efficacy, safety, stability and skin compatibility.

Endless Moisturiser with Squalane | Kri Skincare.

Vegan & Cruelty Free

Every Krī product is vegan, and always has been. We formulate without animal-derived ingredients and our products are manufactured in the United Kingdom.

We do not sell our skincare in markets where animal testing is required, and Krī remains independently owned.

For us, animal welfare isn't a separate marketing initiative. It is simply one of the standards we have chosen to build into the business from the beginning.

Unveil Oil-to-Milk Cleansing Oil | Kri Skincare.

Thoughtful Packaging

We can't make skincare without packaging, but we can be thoughtful about how much we use, and the materials we choose.

Recyclable glass is used extensively throughout the Krī range.

Our postal packaging is also recyclable, and we use biodegradable corn-starch packing material rather than conventional plastic void fill.

Giving 1% back to the planet

Since 2021, we have donated at least 1% of our annual product revenue to World Land Trust, supporting conservation beyond our own direct business operations.

Our contributions support World Land Trust's work with conservation partners to restore and protect threatened habitats, including its Plant a Tree programme. This work helps restore tropical forest, create and reconnect habitat for wildlife and support the long-term protection of important ecosystems.

We chose to make our commitment a proportion of product revenue rather than a discretionary donation because it means conservation is connected directly to the business we do. When Krī grows, our contribution grows with it.

Protecting existing ecosystems and restoring damaged ones are both important responses to biodiversity loss and climate change. Supporting organisations with the expertise to carry out that work is one of the ways we can extend our environmental responsibility beyond the immediate footprint of our own products.

A carefully chosen supply chain

Being a relatively small independent company allows us to be selective about the businesses we work with.

We maintain a deliberately small group of manufacturing, ingredient and packaging suppliers and consider their environmental standards and business practices as part of that relationship.

Our UK product packaging supplier is ISO 14001 accredited, while our UK carton manufacturer is itself a certified B Corporation and holds World Land Trust Carbon Balanced Packaging certification.

Where possible, we choose suppliers whose values reinforce our own.