ingredients & Transparency

We are committed to being transparent with our intentions. We believe that self-care should make you feel good, without the drama, buzzy terms, or misleading marketing. We keep it real!


Our goal is to create safe & cruelty-free formulas using ethically sourced ingredients, that speak for themselves. PERIOD.

why we don't use these:

Parabens
Sulfates (SLS/SLES)
Essential Oils
petroleum
artificial Colors
Formaldehydes
Phthalates

Mineral Oil
Retinyl Palmitate
Oxybenzone
Triclosan
Triclocarbon
Hydroquinone
Talc

We believe that when it comes to your skin: less is more. We are compliant with the EU cosmetic formulation standards, which restricts some of these ingredients. The full list consists of 1,300+ restricted ingredients. 

MARKETING TRANSPARENCY:

We don't believe that it would be helpful to list the 1,300+ ingredients here, as a large majority of the ingredients are typically not used in skincare formulations. It's important to note that a brand can easily market themselves to be free of "1,300+ toxic ingredients", as the ingredients are likely not relevant to the formulations. This is why we advise taking these claims with a grain of salt. It's all about the formulation and using what works for your skin!

Cruelty free 

VEGAN & HALAL

Our brand was built on the foundation of love, and cruelty is not in our vocabulary! We never test on animals and love our furry friends. Our formulations are made without animal by-products; as a result, our products are Vegan & HALAL. 

NATURAL & 

NATURALLY DERIVED

We use both natural and naturally derived ingredients in our formulas. But what's the difference? Natural ingredients are found in nature with a physical processes or fermentation applied (without chemical modification). Naturally derived ingredients have a natural starting point, that are modified using chemistry. 

PLANET & 

PEOPLE CONSCIOUS

We believe that sustainability is a moving target. We strive to always do better and look for ways to be more thoughtful in our actions. We are thoughtful with the ingredients we choose and how they are sourced. Everything we do has an impact on our planet and people. Our goal is to do better everyday with our actions, not by our words.

Truth about CLEAN BEAUTY, Natural & Organic


There is a reason for the increase in brands positioning themselves as CLEAN. The chart below shows consumer search interest in the terms "clean beauty" vs. "natural skincare" vs. "organic skincare". Clean beauty began overtaking natural and organic in 2017, but it really started taking off in 2018. This also happens to be around the first time a big retailer introduced their CLEAN seal.

As consumers, it's important for us to understand what these trends mean. There is no regulation around the term "clean", so brands are free to claim themselves as "CLEAN BEAUTY".

clean BEAUTY is an evolved version of natural.

MARKETING TRANSPARENCY:

We believe terms and trends like this will continue to evolve, as a result, it's increasingly important for consumers to understand the ingredients and formulation science. As the graph demonstrates that consumer interest and education can clearly drive the market!

Do We Use Only 100% Natural Ingredients?


We use both natural and naturally derived ingredients in our formulas. But what's the difference? Natural ingredients are found in nature with a physical processes or fermentation applied (without chemical modification). Naturally derived ingredients have a natural starting point, that are modified using chemistry.

MARKETING TRANSPARENCY:

It's important to understand that using 100% natural ingredients isn't always better or possible (besides face oils). Any formula that contains water (cleanser, toners, serums, creams) can not be 100% natural and safe. Water is susceptible to mold and bacteria. Which is why we use naturally derived preservatives to maintain a reasonable shelf life.

Should We Avoid Chemicals?


To answer this question, we need to first define what a chemical is. All matter, including humans, are made of chemicals. Water is an example of a chemical that we obviously can not avoid. On the other hand, Arsenic is also a (natural) chemical that we definitely don't want to consume. So it's important not to fear chemicals, and try to understand them before deciding that it's a "Karen" that we want to avoid!

MARKETING TRANSPARENCY:

We do not have anything against anyone by the name of Karen. We were just trying to be quirky. Did it work?

Is a Higher % Active Ingredient Better?


The dose of a single ingredient (including natural ingredients) can take a formula from being safe to extremely irritating, or damaging to the skin barrier. A higher percentage isn't necessarily a good thing.


It's important to note that when a product has a complex formula, with multiple active ingredients, increasing one ingredient to a higher concentration may appear desirable from a marketing point of view, but it can limit the efficacy or compatibility with other active ingredients. The formulation is everything!

MARKETING TRANSPARENCY:

As a brand, when it comes to complex formulas (multiple active ingredients), we do not believe in marketing based on ingredient level percentages. We are not saying that this makes us better, or that we have something to hide. We're simply saying that we want to compete based on product effectiveness and experience. We are committed to creating effective formulas that kick ass!