TOUN28 prioritizes natural innovation in cosmetics, envisioning a sustainable future for both people and the environment. Influenced by CEO J. Maria’s personal allergic reaction, the focus is on clean, plant-based ingredients sourced from trusted and certified farms. The brand aims to grow 100% of the ingredients used in all products by 2030. Unlike traditional cosmetics, which often allocate 60–98% to packaging, TOUN28 directs 90% of expenses to premium raw ingredients, ensuring freshness, verifiable origins, and a transparent supply chain.