This is a tricky one. You don’t want parabens nor phthalates in your products, that much is true. We certainly don’t use them.

BUT, their absence doesn’t mean you’re winning. Who knows what other preservatives they are being replaced with. You could be finessed into using products that contain less well known — but as nasty — alternatives. Big L.

Bestie, we’re not putting ourselves through the EWG Verified certification process for nothing. It's so you can blindly trust that we don't use the notoriously bad things nor — and especially not — the lowkey ones.

It’s also why we value full transparency. No finessing, no hiding behind fragrances, nor any other sus practice.

Kinda, yes. And we strive for it. Except, it’s not always realistic. So — right here, right now — we’re at a minimum of ✨only✨ 97% natural origin ingredients.

The reason? Conservation. And, also, sometimes, we just want to use a few really good synthetic ingredients, known to be extra safe.

Basically, formulas need to be preserved to prevent mold and other big yikes situations. The most natural product ever wouldn’t be very affordable, sustainable, nor safe if it had to be thrown away and repurchased every few days. Besides, you’d still be potentially slathering E. coli on your body.

So keep that in mind whenever you see a product advertised as natural. Your first reflex should be to question the percentage of natural ingredients, seek transparency, and make sure formulas are well preserved.

We’re pretty loud about our products being made from natural origin ingredients. That’s because we believe in the power of nature, going back to our roots and improving upon tradition by way of ✨science✨.

If “natural” has no stan, we’re dead: Why introduce new synthetic molecules into the world when nature is bursting with bussin’ bioavailable ingredients.

Still, we lowkey feel like we should specify that “natural” is not a synonym of “safe” nor “better.” Not even of “good,” as plants can be toxic. Let’s all remember that Marie-Antoinette very famously powdered her face with Venetian ceruse, a completely natural and very 🎀lead-based🎀 cosmetic.

It only matters that you don’t let yourself be gaslit by empty “natural” claims. Trust products that don’t take chances with your well-being. That's why we make a point of being EWG Verified®. For your health.

We’d love that. The reality is, however, that animal-derived substances in the beauty world are way more frequent than one might think. Collagen, keratin, some types of glycerin and squalane as well as many more common ingredients are surprisingly (and sadly) animal-based.

Even worse, many companies still pay for their products to be tested on bunnies, monkeys, dogs... Stuff that definitely does not pass the vibe check.