Question for you: when did self-care get so complicated?
“Big Beauty” has turned it into an endless maze of steps, products, and promises. Every week, there’s a new “miracle” cream. A serum you must layer before another serum. A routine that makes your shelf look like a chemistry lab.
It’s overwhelming, isn’t it?
We know because we’ve been there. Actually, we were part of it.
For years, we worked behind the scenes as chemists for some of the biggest names in the industry. We formulated the serums, creams, and potions you’ve seen on shelves everywhere.
The marketing was dazzling, but what really went into those bottles? Let’s just say, it wasn’t always about the results.
Time and time again, we’d present solutions to real issues faced by your skin and hair. And time and time again, we were told the same thing:
“Treatments like that are for spas, not households.”
It didn’t matter that we could help. What mattered was how easily a product could be sold. Could it fit into a shiny story? Would it pair with five other items to create the next big routine? Real results weren’t the priority.
That’s when we started to ask ourselves: what if we walked away?
What if we left Big Beauty behind and started something different? Something honest?
So we did.
We left the false promises and overhyped routines and started Basic Maintenance—a brand built on simplicity, efficiency, and real science.
Here’s the thing: we’re not marketers. We’re not influencers. We’re chemists. And we’re tired of the industry telling you that you need a 10-step routine and a cabinet full of products to have healthy skin and hair.
Your body is smarter than that. It doesn’t need a hundred products thrown at it. It needs balance, consistency, and the right support. That’s why we make powerhouse formulas that do it all, so you don’t have to.
No fluff. No fairy tales. Just products that work—with your natural systems, not against them.
And yeah, we know we’re not for everyone. Some people love the hype and the glittering promises. But if you’re tired of all that, if you’re ready to strip things back to what really matters, we’re here for you.
It’s time to stop chasing stories and start trusting science.
Welcome to Basic Maintenance.
Ready To Say Goodbye To Skin & Hair Problems - For Good?
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All you need to do, and all you need to do it.
No fillers. No fluff. No unnecessary steps. No green-washing. No clean-washing. No fear-mongering. No sugar-coating. No magic. No miracles.
Products that actually work. Routines you can actually manage. Promises you can actually believe.
The stuff that actually matters.
Efficiency. Not just performance. True productivity.
Foundational products, optimized. Fundamental routines, refined.
The science of self-care, simplified and streamlined.
Everything engineered with your time and wellbeing in mind.
Because the stuff you put on you, the stuff you put in you, and the stuff you surround yourself with?
That stuff should work for you. Decisively.
Regardless of how much you have to spare. Take some. Make some if you have to.
Then spend it on yourself - but wisely.
You’ve earned it, so make the most of it.
Because no matter how small or inconsequential the moment might seem, simple acts of self-care can have an outsized impact on your wellbeing.
On your health, your mood and your outlook. Your focus. Your relationships. Your confidence and productivity.
It doesn’t need to be difficult. You don’t need to eat and train like an Olympian. You don’t need a 30-minute skincare routine or an overnight hair treatment.
You don’t need any of that. It can be simplified.
You can focus on the fundamentals. Not just learning them - mastering them.
Turning them into ritual. Trusting that process. Discovering the interconnectedness of it all.
There’s something to be said about even the most basic routines and rituals. Grounding habits you can lean on for control.
Maybe it’s exercise. Maybe it’s nutrition. Maybe it’s sleep hygiene. Maybe it’s skin health or haircare. And, maybe it doesn’t end there.
Maybe it’s anything that makes you feel good. Good habits. Good environments. Good times. Good people. A good laugh or a good talk. Good music. Good weather.
Hell, even a good meal with a good bottle of wine.
Your time. Your energy. Your health.
You. Taking care of yourself. Caring for yourself. Caring about yourself.
That’s self-care.
It’s a never-ending DIY project with an infinite number of tools.
You choose which ones to use.
A team? Kind of. Partners? Sure. Friends? Sometimes. The reality is, we’re family. For better or worse.
We fight. We tease. We curse. We laugh. We cry. We shout. From the dinner table to the conference table. Birthday parties to wedding parties. Good times. Bad times. Lunch times. Game times. All the damn time.
We’ve been through it all together. And now this.
Basic Maintenance.
For anyone unaddressed by the world of wellness at large. The brands they can’t relate to. The products they can’t understand. The routines they can’t fathom and the promises they can’t believe.
Anyone who is tired of having their time wasted. Who just wants to feel better. And who is unwilling to settle on anything less than exceptional.
Welcome to the family.
