We maximise the concentration of organics and naturals in all our formulas to deliver both efficacy and the sensory experience our customers love. Products contain up to 99.8% Organic ingredients. For natural ingredients, we follow the ISO 16128 Standard.
As a British pioneer of clean and organic beauty, we only use natural preservatives, emollients or tensio-actives for their kindness to the planet and to the skin. We choose to black-list GMO, mineral oils, SLS, phenoxyethanol, silicones or chemical filters.
We use safe synthetic ingredients when ingredients of a similar efficacy are not naturally available or if there is a lack of sustainable sourcing. For examples, Niacinamide or Retinol are synthesised in a lab, where we avoid ingredients that involve petrochemistry and choose those that are clinically proven to be safe to use.
Additionally, we strive to find highly performing plant-based alternatives to well-known lab-made ingredients such as Bakuchiol, the natural substitute to Retinol.