I started Abevo because I got tired of scanning.

You know the drill if you've ever used an ingredient-checker app: you're standing in a shop, or scrolling online, holding a product you actually want — and you scan it, and it fails. Or worse, you don't check first. You buy it, get home, scan it later, and realise you don't want it on your skin — or your baby's — after all. That's money and time wasted on something that should've been simple.

Ingredient lists don't help. They're printed too small to read without squinting, and even when you can read them, half the words are unpronounceable chemical names and the other half are Latin plant names you've never heard of — so unless you've got a background in cosmetic chemistry, you're scanning blind anyway.

My background isn't chemistry. It's regulatory — reading dense complex text for a living, the kind most people (reasonably) never want to look at. So when I got frustrated enough, I did something that came naturally to me: I built a screening standard.

That's where the name comes from. Abevo means Abundant Evolution — the idea that skincare should evolve to a standard people can actually trust, and that there should be plenty of it, not just a handful of hard-to-find exceptions.

Have a read of our standards.

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— Kate