I created SOW because my skin could no longer tolerate overcomplicated routines or cleansers that left it feeling tight and disrupted.

I wanted a cleanser that could remove makeup, SPF and daily build-up effectively, while still feeling hydrating, balancing and comfortable.

Its jelly-to-oil-to-milk texture was designed to give the comfort of a double cleanse in one gentle step, without adding more products to the routine.

Apply SOW to clean skin and leave for 5–10 minutes as a hydrating cleansing mask.

Its cushioning jelly-to-oil texture can also be used for gentle facial massage before water is added.

SOW is designed to reduce the need for separate makeup removers, cleansing oils and second cleansers in many daily routines.

Its transforming jelly-to-oil-to-milk texture allows cleansing, makeup removal and replenishing comfort to happen in one considered step.

SOW also integrates naturally into existing routines alongside CULTIVATE Active Facial Serum and SPF when needed.

Dry, sensitive midlife skin that feels tight, reactive or less predictable.

Skin that feels uncomfortable after cleansing or easily overwhelmed by harsh products and over-layering.

Anyone wanting a gentle but effective daily cleanse without unnecessary complexity.

Those who prefer skincare without added fragrance, while still enjoying a naturally comforting botanical aroma.

SOW combines gentle cleansing ingredients with replenishing lipids, humectants and prebiotic support chosen to cleanse effectively while helping skin feel calm, comfortable and hydrated.

Key ingredients

Cold-Pressed Pequi and Coriander Seed Oils
Rich in fatty acids and antioxidants to help nourish, soften and support the skin barrier during cleansing.

Saccharide Isomerate
A deeply hydrating active that binds to the skin to help support lasting comfort and moisture.

Inulin
A prebiotic ingredient that helps support a balanced, resilient skin barrier.

Marshmallow Root Extract
Known for its calming and moisture-supportive properties, helping skin feel soft and comfortable after cleansing.

Papaya Seed Oil
A lightweight botanical oil that helps support softness and radiance.

Dunaliella Salina (Carotene Extract)
An antioxidant-rich algae extract that helps protect against environmental stressors while supporting glow and vitality.

Full Ingredients List Caprylic/Capric Triglyceride, Helianthus Annuus (Sunflower) Seed Oil, Glycerin, Coriandrum Sativum (Coriander) Seed Oil, Caryocar Coriaceum (Pequi) Seed Oil, Aqua, Solanum Lycopersicum (Tomato) Seed Oil, Limnanthes Alba (Meadowfoam) Seed Oil, Carica Papaya Seed Oil, Althaea Officinalis (Marshmallow) Root Extract, Avena Sativa (Oat) Kernel Oil, Sucrose Laurate, Inulin, Sambucus Nigra (Elderberry) Fruit Extract, Ricinus Communis (Castor) Seed Oil, Saccharide Isomerate, Alpha Glucan Oligosaccharide, Dunaliella Salina (Carotene) Extract, Sucrose Stearate, Rosmarinus Officinalis (Rosemary) Leaf Extract, Tocopherol.

Q. Will SOW remove makeup and SPF properly?

A. Yes. SOW is designed to lift makeup, SPF and daily build-up in one gentle cleanse without harsh rubbing or scrubbing.

Q. Will SOW leave my skin feeling oily or coated?

A. SOW transforms into a soft cleansing milk once water is added and can be rinsed away easily. For the most comfortable finish, we recommend removing with a warm, damp muslin cloth.

Q. Is SOW suitable for sensitive skin?

A. SOW was created for dry, sensitive midlife skin and skin that feels easily “thrown off”. If your skin is highly reactive, we recommend patch testing first.

Q. Is there added fragrance?

A. No added perfume is used within the formulation. Any aroma comes naturally from the raw materials and botanical ingredients within SOW.

Q. Can SOW be used around the eye area?

A. SOW contains no added perfume or essential oils and is commonly used around the eye area to help remove makeup and SPF gently.

As with any cleanser, avoid rubbing directly into the eyes. If your eyes are particularly sensitive, we recommend patch testing first.

Q. Can I use SOW on its own?

A. Yes. SOW works beautifully as a standalone daily cleanse or as part of the wider Hux + Mū ritual alongside CULTIVATE Active Facial Serum.

Q. How long will a 50ml jar of SOW last?

A. This depends on frequency of use, but most customers find one 50ml jar lasts approximately 8–12 weeks when used consistently as part of a daily routine.

A little goes a long way, particularly when used with warm water and a muslin cloth.