HoliFrog is more than a name or a story—it’s also science.

Frogs have thin skin. It’s so soft and permeable that it absorbs everything in their surroundings. As a result, they can’t survive in toxic environments. Scientists even study them to monitor pollution levels.  

Our skin is thicker than frogs but we live in toxic environments too, filled with free radicals, questionable air quality, and Twitter trolls. Even the thickest skin needs to take care of itself.

When we wash our faces, our pores are at their most dilated and permeable, like a frog’s. This stage of your skincare routine is essential to your skin’s health and the rest of your beauty regime. We use bioactive ingredients that give positive results—nothing toxic, nothing irritating. 

It’s what thick and thin skin needs, when it needs it.

Meet The Founders:

The faces behind the washes. 



Why We Teamed Up

Emily met Majeed at a client’s Press launch event. Over the course of the event and a round of Kombucha flutes, they hit it off.

After two years of working closely together and plotting world domination for other brands, they decided to unite and do the same for themselves. A frog-shaped gap had appeared. Equipped with the knowledge of the good, the bad, and the beauty of the industry, they formed a HoliUnion; and thus HoliFrog.

Cautious vs. Clean Beauty

Clean beauty is a booming market but a relatively new one that hasn’t yet been scrutinized and regulated to the degree that can allow it to fully live up to its claims. Products described as natural, non-toxic, safe, and clean might make you feel better using them, but they’re actually unproven and unregulated marketing buzzwords. Harsh, but true. 

Ingredients derived from nature are great, but so are some man-made ones. That’s why, when formulating the HoliWashes, we considered the scientific data backing up the efficacy and safety of every included ingredient, cherry-picking only the champions that fulfilled our criteria: they need to work (obviously), they need to be safe, and they need to protect and enhance the health of the skin (meaning no lazy fillers allowed). We formulate responsibly, using ingredients in harmony with skin. 

We’re all about being holistic above all. (It’s in the name, after all.) That means using intentional ingredients that are proven and reliable, never risky. They shouldn’t just boost your skin’s health and its natural healing abilities, they should also contribute to your overall wellbeing. That’s why careful goes a lot further than clean with us. Consider it the halo effect of responsible and thoughtful formulation. 

Sustaining Lands Leads to Sustainable Brands

Earth has given us all of these amazing ingredients for our skin, as well as the magnificent creatures and landscapes we love. There’s a reason that frog skin is a barometer for the health of our environment. We want to make sure that it stays safe for them and for us, so we donate a portion of all our proceeds to Land Trust Alliance, which builds healthy land trusts to conserve more lands and protect communities within them, as well as improve the quality of land trust conservation nationally.

Good skin starts with a good mindset.

When you’re holistically healthy–drinking water, eating greens, wearing sunscreen, and moderating time spent on Instagram–your skin starts to behave better.

Just as frogs are part of a larger ecosystem, your skin is part of a bigger picture, one that’s connected to your mind and body’s health and function.

A mind-skin connection is how each is linked to and affected by the other. We’re putting skin on the path to health with mindful and intentional ingredients that instruct your skin cells to do what healthy skin cells should be doing. Holistic practices meets effective face washes—we’re keeping it clean in body, mind, and bathroom. 
HoliShit, right?