A lot of skin-care brands boast of active ingredients, but new-to-the States náu is hanging its hat on one single “hero” ingredient to call out in each of its science-meets-natural product ranges (think: a finely-tuned edit of potent anti-aging, anti-fatigue and clarifying concoctions). 

The London-born vegan skin-care range also features cold-pressed oils, high-quality raw ingredients, herbal spa-like scents, and a nature-first philosophy that the company claims will “set new industry standards for ingredient integrity and transparency.” 

For starters, there’s the lesser-known A-list antioxidant of sour cherry seed oil, a hydrating ingredient rich in vitamins A and E that the brand’s Age Control Range showcases (traditional go-tos like retinol and vitamin C also make appearances here); stimulating green coffee extract in its Anti-Fatigue line, which comes with promises of rejuvenating tired skin; and the buzzy powerhouse of rosehip oil, a fatty acid–rich, collagen-boosting behemoth that helps with pigmentation and protecting from pollution.

As expected, the line includes serious serums, moisturizers and cleansers, but there’s also some hard-hitting body lotions and hard-working—still natural and amazingly scented to boot—deodorants in the mix, which the brand says is literally made for everyone, including sensitive, dry, oily and combination skin types. 

While some brands with such a varied range can sometimes lose their focus and seem oversaturated, náu feels decidedly curated, luxe and target—the kind of SKUs where the only challenge is knowing what to start with first. 

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