Why no em dashes.

There are no em dashes on this site. Not in the product pages. Not on the labels. Not in the emails. Not here.

This is a rule, not a tic.

When a punctuation mark does the work of clear thinking, the thinking gets soft. The em dash is the most forgiving mark in English. It lets a sentence pile a thought, then qualify it, then qualify the qualification, then bolt the whole thing back to the start. It is a comfortable shape and it usually means the writer did not decide what the sentence was about.

A period forces a decision. The thought ends. A new thought begins. Either there were two thoughts or there was one. The mark finds out which.

A colon promises a payoff. What follows is what the first half pointed at. If there is no payoff, the colon is the wrong mark.

A comma keeps a single thought moving. If the sentence is one thought, the commas are the joints. If the sentence is three thoughts, the commas are lying about it.

The em dash skips all of that. It says: hold on, here comes the rest. The rest, on this brand, has to fit on a bottle. It has to read in a shower. It has to survive a translation app, a screen reader, and a label printer that does not always carry a U+2014 in the font. The em dash is too long for the job.

There is one more reason. Pasted em dashes are a fingerprint. They are the easiest way to spot a stretch of copy that came out of a model without a hand on it. The discipline of removing them keeps the prose on the brand, written-by-a-human side of the line. That matters more here than it does most places.

Read this post for em dashes. If one slipped through, the rule failed. The contact page is open.