Niche Beauty

Intelligent Change

"The key to a healthy life is having a healthy mind." Under this guiding principle, the British brand is all about a mindset that is shaped by mindfulness, fulfillment and sustainability. The portfolio includes journals, affirmation cards on the topic of love & relationships or wellbeing, productivity planners, games and more. Founders Mimi and Alex Ikonn founded the brand with the aim of helping everyone to recognize and reach their full potential and create positive habits - with effective, science-backed tools that are also timelessly aesthetic and made with sustainably produced premium materials.