A lot of brands tout the "all-natural" label, yet still include synthetic chemicals and fragrances in their products. Not S.W. Basics. Started by Adina Grigore in Brooklyn, NY to soothe her sensitive skin, every product is made from scratch using 5 ingredients or less. Believing every business has a responsibility to sustainability, all S.W. ingredients are either certified organic or fair-trade and sourced from local farmers when possible.