What we mean when we say considered

What it does not mean.

"Considered" does not mean expensive. It does not mean curated for its own sake. It does not mean an inflated price tag in a beige bottle. It does not mean "luxury" — that word does a different kind of work. It does not mean we are deciding for you. It does not mean perfect.

What it does mean.

It means a routine where the choices have been thought about. Where the things on the shelf are there because the person who put them there knew what they were doing — even if that person is you, this morning, after the second coffee. Considered is a verb tense. It is the supplement that has been chosen, not just acquired. It is the formula that has been thought about, not just ordered from a contract manufacturer.

The opposite of considered is not careless. It is just busy. It is the cabinet full of half-finished bottles you bought for a goal you no longer remember. Considered is the shelf you would not be embarrassed to inherit.

The house standard.

For us, considered means three things: we know exactly what is in the bottle, we know exactly why we picked it, and we are willing to stand by both of those answers in writing. That is the whole brand, compressed.

If a product fails any of those tests, it does not make the line. If an editorial piece fails any of those tests, it does not get published. The standard is not "good." The standard is "we wrote it down."

— Julian, on behalf of the house