Ilvana started with a complaint we kept reading in the same words: the drugstore hair removal cream burned, and it stank, and one tube never covered both legs. Those are three separate problems and they all have answers.

So we built one product around them. A foam that spreads evenly and reaches the places a razor cannot. A five minute working time with a hard ten minute ceiling, printed on the can, because the timing is the safety margin. Aloe, ginseng, purslane and centella in the same foam, so the skin has something on its side while the active works. A citrus scent over the base, which is milder than what people remember, and we will not pretend it is odourless. And a scraper in every box, because the thing that lifts the foam off is not an accessory.

We sell it in threes and fives because that is what a body actually takes. One can is a trial. Our customers told us that before we listed it.