Cradle to Cradle is the central vision to our design approach on each and every product. We believe in reincarnation - we want every product to have a past, a present and a future. That means we want ingredients to be sourced from nature (in the past it was a coconut, for example), be non-toxic when you use it, and then be able to safely return to nature (biodegrade into the soil) so it can help re-grow more stuff in the future.