PAZ began from a clear gap we saw in the market – we came with a creative vision to fill the void between high-end products, luxurious products that are also natural, packed with powerful organic ingredients for both your body, whilst also being harm-free for the environment. We could see the need for clean products worldwide has emerged for some time already, but the monopoly brands and the producers were not yet ready or fast enough to change their lines and did not yet commit to the new values of their consumers. The shift was too big and not fast enough for some care brands, so greenwashing was the new option as a cheap escape.