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Our Standards

You’re in good hands. When it comes to our clean beauty curation, we keep our ethos simple: no compromises. It doesn’t matter how beautiful or promising a product seems, if its performance is lacking—or it contains questionable ingredients—we pass. There are too many incredible clean beauty alternatives out there to settle. We’re here to make sure you don’t.

Pure Ingredients

We’ve got your back. Everything we carry has been meticulously vetted by our team of experts—so instead of worrying about a product’s safety, you can enjoy what clean beauty is all about: finding new ways to support your wellbeing, and having a great time along the way.

Exceptional Performance

From the hundreds of submissions we receive each year, less than two percent earn a spot in our curation. For a clean beauty product to pass the test, it has to be unquestionably best in class, free from anything on our Banned Ingredients List, and made by ethical founders who share our passion and authenticity.

Cruelty-Free Formulas

By holding brands to cruelty-free standards, we’re doing our part to change the industry for the better. Integrity comes first—and when it comes to animal testing, we have a zero tolerance policy. It’s our duty to leave this planet a better place for all living beings.

Learn more about clean beauty and our commitments