Through its customized body care The Mad Optimist builds on a few principles that are absolutely essential to any business in this day and age. For one, the product ingredients are sustainably sourced and are all-natural and vegan. Secondly, the business engages in "radical transparency," meaning that internal practices such as production, sales, employee treatment and the like are all made public knowledge. Thirdly, The Mad Optimist identifies itself as "equality extremists" and ensures the ethical treatment of its employees — wage and otherwise.
On the side of the consumer, the business absolutely wins with its customized body care. Individuals can easily personalize their soaps, balms, sprays, and bath soaks through the website. After choosing a product, one can select a type, up to four scents, and name the product. In addition, the customized body care offerings are priced on a sliding scale that enables people to purchase at their own pace.