Basd

Basd is a bodycare range founded by Ashley Meston and Phil Lebeau in 2017. The word “Basd” is a play on plant-based, but also reflects confidence in the urban dictionary.

Basd was launched to do what it says on the tin: to deliver effective, plant-based bodycare and facilitate conversations about green, non-toxic bodycare.

Since its inception, Basd has been tipped as a hot favourite by several magazines. It was among Ulta’s and Buzzfeed’s “coolest” products of 2020.

Basd has some solid initiatives in place to reduce its footprint, including 30% post-consumer recycled packs, eliminating unnecessary packaging and aiming for 50% PCR or biodegradable sugar cane as a future goal. It’s certified as planet-friendly by several clean formulation authorities, including Think Dirty, The Credo Clean Standard and Whole Foods Clean Standard, among others.

Basd is a company clearly driven by inclusivity, body positivity and community. Its products are cruelty-free and non-toxic, made using organic, plant-based ingredients.