We love this question! When we first started Ghost Democracy, we asked ourselves what we associated with the words "clean" (for our non-toxic formulas) and "transparent" (for our fair pricing). Strangely, the first image that came to mind was a ghost. It was odd, but it stuck with us. And as soon as we thought about our mission to democratize highly effective clean skincare, Ghost Democracy came to life. A bit kooky and unexpected, like us.