S.W. Basics was created to be an absolutely, positively, 100% truly all-natural line. No-frills skincare. S.W. Basics uses the simplest possible blends of whole, high-potency ingredients to create products that truly work.Originally, these products were just for the founder and her sensitive skin. She didn't know if anyone else would like them. It's really tempting, these days, just to cross your fingers and hope that the stuff you put on your body is safe because it smells like wildflowers or claims to reverse aging. People loved them, and it made her realize that their customers aren't the finger-crossing type. They do want great skin, but they don't want to hurt themselves or the planet to get it. And that's why she started S.W. Basics.