Clean beauty may seem like an overused industry buzzword by now. Everyone uses it, everyone strives for it, but what does it really mean for a product to be clean?
Back in the 1970s when the word first came on the scene, it referenced the still-trendy no-makeup-makeup look. Jump forward to the 2000s and “clean” meant something entirely different, and the trend has been on fire ever since. The new meaning suggests cosmetics that are clean from harmful or toxic ingredients. Now, this ideal also promotes full brand transparency about missions and ethical practices, and we want to share ours with you.
“Clean” doesn’t actually have one true definition, but it’s relative to every brand and every formula. Think of it as conscious - conscious of the earth, and conscious of your body and mind. For us, clean beauty meansmarrying the highest performance with the most minimal and natural ingredients possible. We want to bring you beauty products with integrity. High quality, non-sensitizing, user-friendly products. We try to keep our ingredients lists short, use natural ingredients whenever possible, and use recycled and recyclable materials wherever we can.
We always take performance into account and find the balance between efficacy and nature. Keep in mind, “natural” does not always mean good. Sometimes naturally derived, or even synthetic ingredients are better and safer for the earth and for your body. The European Union has banned or restricted over 1,000 potentially harmful ingredients in cosmetics products. The FDA has only restricted 11. That's why we carefully expand our blacklists to meet global regulations, not just American ones. We cater our no-no lists for every product based on various skin concerns and risks. Plus, we include special actives to make our products stand out and perform their best. And just so you know, we never use parabens, formaldehyde, silicones, mineral oils, phthalates, or sulfates in any of our formulas. That's a promise.
We aim to do our part to keep our earth clean, and to keep your skin and body happy. We don’t cut corners, and we will never settle for the next best thing. We strive to be the best, do the best, and create the best products, all for you. We are proud to be a part of the clean beauty movement, and we can’t wait to show you what we have in store.
-EMILIE HEATHE Team