The Calm Reset Cleansing Balm is a synergy between the best of A-Beauty and Conscious Consumerism. A-Beauty, short for Australian Beauty, is a term that refers to the beauty industry in Australia and the products it encompasses. It represents a unique approach to personal care that is influenced by Australia's natural environment, indigenous culture, and clean, sustainable lifestyle. Conscious consumerism is a concept that encourages consumers to make mindful choices about the products they purchase, considering the social, environmental, and ethical impacts of their consumption. It involves being aware of the entire lifecycle of a product, including its production, packaging, and disposal. A-Beauty aligns with Conscious Consumerism through five key principles: Sustainability, Ethical Sourcing, Transparency, Minimalism and Cruelty Free. Although Enbacci has adhered to these five principles at various times throughout our journey over the last 10 years, the development of the Calm Reset Cleansing Balm is the first time we as a brand have consciously created a product adhering to all five principles.