The Art of Natural Cosmetics
Beauty that feels like you
Beauty,
created with intention.
Natural beauty, formulated with uncompromising standards. Vegan-friendly. From the moment we wake up until the end of the day, we use countless beauty and personal care products — from toothpaste and soap to shampoo, deodorant, skincare, fragrances and more. Many of us also include makeup, nail colour or hair colour in our daily routines.
These simple rituals are part of everyday life. That’s why choosing cosmetics thoughtfully formulated with high-quality, naturally derived ingredients matters — not only for our well-being but also for the environment.
“I wanted the refinement and sensory pleasure I had found in my favourite beauty products, the philosophy of natural beauty, and the freedom to enjoy it all generously and with peace of mind, every day. That’s what made me want to bring together everything I had been searching for.”
From Passion to Creation
Driven by a desire to create natural cosmetics that met my own standards of quality, I embarked on several professional trainings with a renowned Swiss institution. This journey allowed me to develop extensive expertise in the formulation and crafting of natural and vegan cosmetics, ranging from artisan preparations to more sophisticated formulations, as well as zero-waste beauty products, makeup, traditional cold-process soaps and artisanal liquid soaps.
Over time, inspired by the quality of these formulations and the benefits they brought to the skin, I felt compelled to share them with others. Drawing on my previous career in international trade, I set out to create a brand that reflected my values and my vision of a more natural, authentic and conscious approach to beauty.
This is how So You was born: an independent Swiss brand creating natural cosmetics that are thoughtfully crafted, intentionally formulated and designed to be enjoyed every day.
So You, creator of natural beauty
What guides every creation. Our vision of natural beauty is reflected in concrete choices and exacting standards: exceptional ingredients, no compromises. To give just one example among many, we favour non-GMO botanical oils and butters and, whenever possible, choose those obtained through first cold pressing or mechanical extraction.
Comfort & Well-being
Helping skin stay naturally soft, supple and comfortable.
Thoughtfully Crafted Formulas
Made with naturally derived ingredients, including a selection of botanical oils, butters and extracts rich in active compounds. Fragrances developed in Grasse, France, internationally renowned for its perfumery heritage, to our exacting specifications. ECOCERT and COSMOS compliant preservatives, or no added preservatives.
Eco-Responsible
Made with respect for nature and biodiversity.
Waste Reduction
We know how beautiful packaging can spark desire. Yet we choose minimal packaging that is recyclable, reusable or biodegradable.
Cruelty Free
No animal fats. Developed without animal testing, in accordance with European cosmetic regulations.
A Brand with a Personal Touch
Born from a passion for natural beauty, with formulas developed and assessed by experts using ingredients of natural and botanical origin. Since 2017, So You has remained a proudly independent, woman-owned Swiss brand dedicated to creating natural beauty products with care, authenticity and purpose. Being a small company allows us to stay connected to the people who inspire us most — our customers. We value every suggestion, every shared experience and every opportunity to improve. Whenever possible, we adapt our products and services to better serve your needs.
“Thank you for your trust, your support and for being part of the So You story. Your encouragement and feedback inspire everything we do. With gratitude, Catherine Mason.”
The Founder