Let’s talk about the words on our labels—the ones that make people laugh, pause, or sometimes clutch their pearls.
Yes, we swear. A lot. But not for shock value. Not to be edgy. And definitely not because we don’t have anything better to say.
We swear because sometimes, plain language doesn’t cut it.
Because “I’m overwhelmed” doesn’t land the same way as “I’m fucking exhausted.” And because when you’ve hit your limit for the fifth time this week, “just breathe” can feel like a joke—while “exhale the bullshit” actually helps.
It’s About Saying What We Really Mean
There’s something honest about a well-placed swear word. It cuts through the noise. It gets to the truth of how people actually feel.
We’re not here to sell perfection. We’re here to meet people where they are—tired, overwhelmed, emotional, messy, real.
Swearing lets us say the thing plainly. It makes the message feel like something you’d say to a friend—not something polished for a brochure.
It’s Not Just Language—It’s Relief
There’s science behind this, too. Swearing can help us cope with pain and stress. It’s a form of release. A way to take the edge off.
We’ve all had those moments—alone in the car, staring at the ceiling, closing our eyes in the shower—where you just need to say it out loud: “I can’t fucking do this today.”
That’s not negativity. That’s honesty. That’s being human.
Why It Shows Up on Our Labels
We’re a small, women-owned business. Every product we make—from the scents to the packaging—is built around the idea that self-care should be real. Not curated. Not filtered. Not gatekept behind perfect aesthetics and overly gentle branding.
Our labels are the love notes we wish someone had handed us on our worst days.
They're not about being loud. They're about being clear. They're a reminder that you're not the only one who feels like this—and you’re not alone in needing a little relief, humor, and realness.
Who This Is For
This brand isn’t for everyone. And that’s okay.
It’s for people who’ve been running on empty. For the ones who want to give a gift that says more than “thinking of you”—something that says “I see you. I get it. You deserve better than this crap day.”
It’s for the women who hold everything together while quietly falling apart. It’s for the caretakers, the overthinkers, the ones who finally gave themselves permission to stop pretending they’re fine.
So, Why Do We Swear?
Because we mean it.
Because it helps.
Because life is too short to say “darn” when what you really feel is “damn it.”
And because sometimes the most powerful thing you can do for yourself… is tell the truth, unapologetically.