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We are on a mission to provide higher quality products that honor your body and wellness. We believe the consumer should have the power to choose what products they apply to their largest organ – the skin. Since the skin absorbs almost EVERYTHING applied to it, we are fixated on making everyday makeup products as safe as possible and educating, engaging, and empowering consumers about safe beauty products and practices. By decoding confusing ingredient lists and product labels, we let consumers make a meaningful decision.
Do you know what the term “natural” or “nontoxic” means on cosmetic labels? Absolutely nothing when it comes to protecting your body from hazardous chemicals! Aside from no enforcement of the use of these terms or any defined definition, many ingredients that are “natural” or “nontoxic” are not safe. While Europe and Canada have banned hundreds of “natural” and “nontoxic” ingredients common in virtually all conventional U.S. beauty products, the U.S. has banned a mere 8.  Due to a combination of lax cosmetic regulations and big cosmetic companies being heavily invested in current formulations that are in thousands of retailers worldwide, consumers are unknowingly exposing their bodies to hundreds of toxic ingredients known to increase risks of cancer, birth defects, and interrupt the central nervous system.
Our products are formulated without the following unsafe ingredients:
Here are some expert tips for choosing safe, nontoxic options: 
On the label, ingredients ending with “paraben” in the name, like methylparaben, propylparaben, ethylparaben and butylparaben, indicate they are a member of the paraben family. Parabens are synthetic preservatives used to extend shelf life of products and are widely used in the beauty industry even though they are known to be toxic. Parabens are linked to many acute and chronic health problems, including: allergies and skin rashes, skin toxicity, biochemical changes in the body, developmental and reproductive disorders, endocrine disruption, tissue irradiation and organ toxicity, and cancer.
PHTALATES (Fragrances):
Phthalates have been associated with hormone disruption and have caused reproductive birth defects in laboratory animals. Three types commonly used in cosmetics are butyl benzylphthalate (BBP), diethylphthalate (DEP), and dibutylphthalate (DBP). Virtually all conventional beauty products contain phthalates. They're typically used as solvents and to make fragrances last longer, and they may be disguised on the label as “fragrance.” In both humans and animals, phthalates are linked to bioaccumulation, which means they become trapped in the body FOREVER. Other potential health problems include: cancer, developmental and reproductive toxicity, endocrine disruption (they mess with your hormones), organ toxicity, birth defects, neurotoxicity and neurological disorders. Not only are phthalates toxic to the body, they're hazardous to the environment.
Sulfates strip the skin of its natural oils and also increase penetration of the skin’s surface, allowing even more toxins to easily enter the body. On the label, ingredients with “sulfate” in the name, like sodium laurel sulfate (SLS), sodium laureth sulfate (SLES), ammonium laureth sulfate (ALES), TEA (triethanolamine) laureth sulfate, and barium sulfate  indicate they are a member of the sulfate family. When combined with other chemicals, SLES and ALES can create nitrosamines, a potent class of carcinogens. Studies have shown that SLS may be linked to premature baldness, cataracts, environmental cancers, contact dermatitis, and possible eye damage in young children. Over 40% of cosmetics containing TEA, have been found to be contaminated with nitrosamines, which are potent carcinogens. SLS and SLES will be found in anything that lathers and is frequently disguised in semi-natural cosmetics with the explanation “derived from coconut.
These synthetic colors are made from coal tar and contain heavy metal salts that deposit toxins onto the skin, causing skin sensitivity and irritation. While these colors are common in many lip products, animal studies have shown almost all of them to be carcinogenic.
Formaldehyde is a known carcinogen (causes cancer). While formaldehyde is on the 8-ingredient ban list in the U.S., many conventional beauty products contain ingredients that release small amounts of formaldehyde over time. The most common formaldehyde-releasing preservatives are: quaternium-15, dimethyl-dimethyl (DMDM) hydantoin, imidazolidinyl urea, diazolidinyl urea, and 2-bromo-2-nitropropane-1,3-diol (bronopol).
This ingredient is used to reduce or prevent bacterial contamination. While it is not currently known to be hazardous to humans, studies have shown that triclosan alters hormone regulation in animals. (Keep in mind that data showing effects in animals don’t necessarily predict effects in humans.)
GMOs(genetically modified organisms):
Watch out for ingredients that are a member of the GMO family as our bodies can’t break down these genetically engineered ingredients that filter through the skin. GMOs commonly used in cosmetics are xanthan gum, lauric acid (key ingredient in many facewashes and soaps), lecithin, and glycerine.
Petrochemicals are petroleum products that can generate 1,4-dioxane (a substance that is known to cause cancer and is also a kidney toxicant, neurotoxicant, and a respiratory toxicant not to mention a leading groundwater contaminant). Here is a long list of Cosmetic Petrochemicals to avoid: paraffin wax, mineral oil (liquid paraffin), toluene oil, benzene, polyethylene glycol (PEG), phenoxyethanol, any ingredient containing DEA (diethanolamine) or MEA (ethanolamine) in the name, butanol and any ingredient with “butyl” in the name (e.g., butyl alcohol, butylparaben, butylene glycol), ethanol and any ingredient with “ethyl” in the name (e.g., ethyl alcohol, ethylene glycol, EDTA (ethylene-diamine-tetracetatic acid ethylene dichloride), ethylhexylglycerin), any ingredient containing “propyl” in the name (e.g., isopropyl alcohol, propylene glycol, propyl alcohol, cocamidopropyl betaine), methanol and any ingredient containing “methyl” in the name (e.g., methyl alcohol, methylparaben, methylcellulose), any ingredient ending in “eth” indicates that it required ethylene oxide (a petrochemical) to produce (e.g., myreth, oleth, laureth, ceteareth), and most parfums and fragrances (95% of chemicals used in fragrance are from petroleum).
Part of the petrochemical family, this ingredient coats the skin like plastic, thus, clogging the pores and promoting acne. Avoid lip products formulated with this ingredient as petroleum will suffocate the lips rather than moisturize. Though these products might feel soothing upon application, petroleum is water-repellant and seals your pores so moisture can’t get in or out. Despite being approved as “safe” by the FDA, you should avoid products with this ingredient in your regular skin routine when there are so many better alternatives.
MINERAL OIL (Liquidum Paraffinum) and Mineral Oil Wax (Paraffin Wax):
Part of the petrochemical family, Mineral Oil is a petroleum by-product that interferes with skin’s ability to eliminate toxins and slows down skin function and cell development. Like Petrolatum, Mineral Oil coats your skin with a plastic-like layer and prevents it from breathing. This can cause the skin to age prematurely. Manufacturers use petrolatum in many products because it is unbelievably cheap (baby oil is 100% Mineral Oil). When used regularly, products containing this ingredient can cause more severe problems as any Mineral Oil derivative can contain cancer-causing polycyclic aromatic hydrocarbons (PAHs).
This ingredient is common in many skincare products that promise to maintain moisture in the skin. This same ingredient is also used as a solvent in the plastics industry and as an antifreeze solution for roads, planes, cars and boats. Studies show that exposure may have a negative effect on cell growth and can cause permanent damage to the surface of the skin.
Talc is a common ingredient in many powders (including some of the bestselling contour kits in the market), eyeliners and sunscreens. Talc is believed to be linked to cancer as it is often contaminated by asbestos – a known carcinogen.
Oxybenzone that has been linked to allergies, hormone disruption, and cell damage and yet it is a common ingredient in many lip products claiming to protect lips from the sun.
Toluene is an additive used as a solvent in nail polish and some hair coloring products. An unnerving characteristic of toluene is its deceptively sweet smell. This chemical is considered a volatile organic compound (VOC) and toluene exposure has the potential to cause various health problems, including: damage to the central nervous system, kidney and liver damage, developmental and birth defects, and severe irritation to eyes, lungs, and skin.
Avoid products that list “fragrance” on the label as this can stand for up to 4,000 separate ingredients, many toxic or carcinogenic. Studies have shown that fragrances can affect the central nervous system, causing depression, hyperactivity, and irritability. The Campaign for Safe Cosmetics recommends that pregnant women, babies and pubescent young adults, particularly, steer clear out of an abundance of caution. 
 Non-toxic Beauty Products
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