The idea for starting indulgences came around when I and my friends were chatting and the topic of guilty pleasures came up. A bunch of people didn't say what their guilty pleasures were because they thought it was too embarrassing or that we would judge. After that day, we all agreed to start a brand in order to help people feel confident with their indulgences. 

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We decided to rename "guilty pleasures" to "indulgences" because we wanted to remove the "guilty" part out of guilty pleasures, and "pleasures" doesn't have a nice ring to itself, hence the name indulgences.  

 

An indulgence can be anything* that gives you pleasure. For example, your indulgence could be watching reality TV or it could be as funky as eating avocados on Pringles or even as wild as going to the John Lewis bed linen section and touching all the soft fabrics. It is something you do now and then; not every day. It cannot be harmful to you or others.