Bulgarian Rose Water with Centella Asiatica
You can buy rose water anywhere. This is the one people keep buying again.
Hydrates. Soothes. Refreshes.
For face, hair and scalp. Morning and night.
Seven more things we're allowed to say ↓
Two ingredients. 230,000 orders since 2019. Hand-picked in Bulgaria, bottled in Germany.
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Nothing will quietly leave your account in November.
Six years of people buying our rose water
We put this number on everything for a long time. Then somebody in the office actually looked at it properly.
↓ Tap the number
Orders since 2019
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It is not 230,000 people. It is roughly fifty thousand people buying it, and then buying it again, and then again, and then on average another 2.6 times after that.
Six years we had the big number on the box. It took us until this year to divide one by the other.
How many skincare products have you bought more than five times?
Nothing is recorded. There is no database. It is a question with buttons.
We are not going to tell you why people keep re-ordering. We are not allowed to, and if we are honest we are not completely sure.
4.6 orders per customer.That one's from the database. The 6,780+ opinions further down belong to customers.
The useful list
These are the ten things we're allowed to say. Customers have said rather more. Tap any row to see both.
Nobody asked for this list. We keep it for our own peace of mind.
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That is the complete list of things it does not do. There may be more. We will add them as they come in.
People also use it on their hair and scalp. And, in one documented case, in Prosecco.
We do not suggest the last one.
Quotes are trimmed for length, never reworded, and left in the language they were written in.
Picked by hand, before sunrise, in Bulgaria
The Rose Valley has grown damask roses for a very long time. Picking starts around five in the morning, before the sun warms the flowers and they begin losing what they're being picked for.
It's done by hand, mostly by people who've been doing it for decades.
We filmed it because nobody believes us. "Picked by hand before sunrise in Bulgaria" sounds exactly like something a marketing department would invent. So we brought a camera.
It wasn't invented.
Picked by hand in the Rose Valley, before sunrise.
Once the sun is up the flowers lose too much of their oil. No colour grading, no drone, one phone.
This is the part you can actually smell.
What we're allowed to say about skin is complicated. What we're allowed to say about smell is easier: it smells like actual roses. Customers mention this a lot.
Then it goes to Germany to be bottled, because that part involves paperwork.
The advert we didn't make
Our budget went into the bottle and one camera. Here is everything the budget did not go into, and what we have instead.
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And the name we didn't use.
We called it Rose Water with Centella. Our agency was disappointed. Their suggestions are still available, should you want one.
Proposed product name
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What it is actually called: Rose Water with Centella.
Centella asiatica. The one on the front of every Korean box.
If you have spent any time in Korean skincare you already know this ingredient, probably as cica. It has been on the front of Korean packaging for the best part of a decade, and it is the reason so much of it is green.
It also answers to tiger grass, because injured tigers were supposedly seen rolling around in patches of it. We are making no claims on behalf of the tigers.
Buying this does not give you a Korean passport. We checked. We were asked to stop calling.
Six years of plain rose water. Then eighteen months on this.
Eighteen months to get Centella into rose water without ruining either one — a surprisingly long time for a product with two ingredients. Our innovation strategy appears to be: add one good thing, then stop.
Four problems · tap each one
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You have probably bought this ingredient several times already.
A full routine can run to fourteen steps. Tap the ones you've actually owned. Not aspirationally. Actually.
commonly contains Centella asiatica
"Millennials spent 2016 to 2022 trying 14-step routines, ruining their skin barrier, and buying Centella to fix what the first 13 steps broke. We just cut out steps 1 through 13."
That is the entire product strategy. It took six years to arrive at and eighteen months to actually make, which tells you something about the order those two things happen in.
The same ingredient, in a bigger bottle, at a German price.
Same ingredient category. Different formula, size and price.
The full ingredient list. All of it.
We're trying something revolutionary here: telling you what's actually in the product.
Rosa Damascena Flower Water,
Centella Asiatica Extract.
You can finish reading it before your coffee gets cold.
No added alcohol. No preservatives. Twelve months once opened, two years sealed.
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Two ingredients, four steps
There is no routine to learn. Morning, night, or both.
Worth knowing
There is no spray head in the box. Customers have told us. They are right. Most use a cotton pad; a fair number decant it.
Keep it in the fridge in summer. That was a customer's idea, not ours, and it is now the most common thing they write to us about.
Twelve months once opened. Two years sealed. No added alcohol, no preservatives.
Thousands of people are on their tenth bottle. Or their twentieth.
Order one is curiosity. Order two is interesting. By order five, people tend to buy more than one at a time. Somewhere around order ten, the warehouse starts recognising the address.
↓ Tap a bar
Y axis: number of customers. X axis: order count. We are aware of how this looks.
We don't have a loyalty programme. Some customers appear to have quietly built one themselves.
How much have you spent on skincare that didn't work?
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Products bought and abandoned
Drag the slider if yours is worse
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The only part of this page we didn't write.
Everything above this line came from us. Obviously we think the product is good. We sell it.
These reviews are different. We cannot edit, delete or tidy them up. They're shown in the language they were written in, including the complaints.
A product with 6,780 reviews should have a few unhappy people.
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Verified purchase · Amazon
Nothing under that one yet.
We have not read all of them. We also have jobs.
How much rose water would you like to not think about?
{{ shipSentence }} We're not entirely sure this is a good business model either.
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There's a list of things we're not allowed to write down
European cosmetics advertising is very specific about this. Here's what we can say:
Can we say it soothes the feeling of irritated skin?
Yes.
Can we say why?
No.
Thousands of people have ordered it more than ten times.
That's a fact. Facts are fine.
We're not going to fill these in. That's rather the point.
The ones we actually get
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230,000 orders.
Roughly 50,000 people.
You can see why we found that interesting.
We're not asking you to believe a miracle. We're asking you to notice a pattern.
● In stock · delivered in 2–3 business days · free returns · no subscription
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