API's Vision and Values

Our vision

API has a vision of “Enriching Life as the most inspirational choice for health, beauty and wellbeing”.

Our values

At API, we are guided by four values in our day-to-day work:

Excellence: Dare to be extraordinary by challenging us all to be the best we can be individually and collectively.

Initiative: Be brave and make a difference by each of us having the courage, confidence and passion to step up and make a difference. It’s about being proactive and making a positive effort to change things for the better.

Respect: Seek to understand and value diversity by truly appreciating diversity of thought and genuinely valuing the input others can make.

Unity: Working with and for each other by coming together as one team, based on the core team principles of selflessness and trust. By working together we will create positive and sustainable change.