Principle,
held to.
Our public purpose, the impact we pursue, and the things we will not claim.
Praxis Brands exists to own the means of making beauty responsibly, and to put that capability at the service of founders and brands who could not otherwise reach it — so that craft, conscience and commercial viability stop being a choice of two out of three.
We commit to operate so that the pursuit of profit and the pursuit of a material positive impact on society and the environment are held as a single objective, not competing ones. Where they appear to conflict, the conflict is a decision for our Board, and it is recorded as one.
Why making, not only funding, matters
An investor changes a company’s behaviour through governance. Real influence — but indirect, and slow.
A manufacturer changes a product’s behaviour through specification: the wax, the fragrance system, the vessel, the closure, the carton, the labour that assembles it. Direct, immediate, and because a contract manufacturer makes for many brands at once, a single change to how we make reaches every brand on that line and every household that buys them.
We hold both levers. Where we invest, we govern. Where we make, we specify.
What we do now
- Responsible formulation and manufacture. Cleaner wax and fragrance systems, and ingredient transparency across the lines we produce.
- Access to quality manufacturing. Independent and emerging founders served alongside established houses, on terms that keep real capacity open to them.
- British manufacture. We make here.
- Circularity. We design toward refillable and recyclable formats and work to cut production and packaging waste.
- Patient capital. Backing not bound to a fund’s clock. A home for a brand, not a staging post to a sale.
What we are working toward
These are ambitions with dates. They are not descriptions of what we already do, and we will not write them as though they were.
| Commitment | By |
|---|---|
| Written terms for every worker, including agency and seasonal | Q4 2026 |
| Made in Britain and SEDEX membership re-established | Q4 2026 |
| Independent external channel for raising concerns appointed | Q1 2027 |
| BCF membership re-established | Q1 2027 |
| Published wage bands and first pay gap analysis | Q1 2027 |
| Elected worker representative and quarterly forum | Q1 2027 |
| Stakeholder Advisory Panel convened | Q1 2027 |
| Pay at least the real Living Wage to all directly employed staff | Q1 2027 |
| Living Wage Foundation accreditation | Q2 2027 |
| SEDEX SMETA audit completed | Q2 2027 |
| First annual impact report published | Q3 2027 |
Who we answer to
Our directors consider the interests of all our stakeholders, not shareholders alone: the people who make; founders and brand partners; clients; the households who live with what we make; suppliers and their workers; the communities we manufacture and buy in; the environment; and our shareholders, whose return we pursue as one objective held with the others rather than above them.
What we do not claim
Make, don’t announce is our house rule. Applied here it means:
- We do not claim certifications we do not hold. Made in Britain, SEDEX and BCF were held by our predecessor operation and did not transfer. They are in progress, not in hand.
- We do not claim B Corp status, or use any B Corp mark, until certification is issued to Praxis Brands Ltd.
- We do not write targets in the present tense.
- We do not claim our clients’ achievements as ours.
- We do not present one good instance as a pattern.
- We publish shortfalls. Where we miss a target, we will say so, say why, and say what changes.
Raising a concern
Anyone affected by our business can raise a concern with us, and we will respond. Read how →