Our Ingredients Policy

We believe beauty should never come at a cost to people or planet. Which is why we created our ingredients policy - to ensure we only ever provide you with the highest quality and complete transparency, always.

📕 Never allowed

The ingredients we do not accept

These are the ingredients that we never accept. Where there is evidence of low quality or potential harm, we simply wont compromise. Where there are safer, more effective alternatives, we will always take this option.

Aluminium Powder
Ammonium Laureth Sulfate
BHA (Butylated Hydroxyanisole)/BHT (Butylated Hydroxytoluene)
BPA (Bisphenol A)
Coal Tar
DEA (Diethanolamine)/TEA (Triethanolamine)
DMDM Hydantoin
Methyl Cellosolve or 2-Methoxyethanol Methylisothiazolinone
Mineral Oil/Petrolatum
Nitromusks/Polycyclic Musks
Parabens (Butyl, Ethyl, Isobutyl, Isopropyl, Methyl, Propyl Parabens)
Perfluorinated compound (PFASs or PFCs)
Phthalates (DBP/DMP/DEP)
SLS (Sodium Lauryl Sulphate)/SLES (Sodium Laureth Sulphate)

📙 Exceptionally allowed

The ingredients we sometimes accept

These are the ingredients we make exceptions for (as long as they meet certain requirements). It could be dependent on sustainable sourcing, the amount within a formulation or the intended usage of the product in which the ingredient is found.

Animal ingredients (milk, clinical grade lanolin,sustainable beeswax and carmine)
Cocamide MEA
Cocamidopropyl Betaine
Cyclic silicones
EDTA di-/ tri-/ tetra-sodium
Heavy metals
Palm Oil
PEGs (Polyethylene Glycol)
PVP/Va Copolymer / PVC
Synthetic Fragrance

Our filters

Ethical shopping has never been easier. Here are the filters you can shop by on our site (and what they mean).

Certified Natural

This means a product has been certified by an accredited organisation like COSMOS Natural or NATRUE as being naturally produced and/or contains ingredients of natural origin.

Certified Organic

This means a product has been certified by an accredited organisation like EcoCert or Soil Association as having been formulated with a portion of natural ingredients from a certified organic production. 


This filter applies to products that either our brands or an accredited organisation have confirmed is suitable for vegans (i.e. the formulation contains no animal-derived ingredients and is 100% plant-based). 


This filter applies to products that our brands have confirmed are suitable for use during pregnancy. But we always recommend you speak to your doctor if unsure. 


This means the product is free from synthetic fragrances and/or natural fragrances (e.g. essential oils) that are otherwise added for their scent. Ideal for overly sensitive skin.


This means the brand has confirmed to us that the product has been formulated without gluten. This filter is designed for those with sensitivities. Always patch test.


We use this filter to highlight products that have been manufactured in Britain, making it easier for you to reduce the carbon footprint of your purchase. 


This filter applies to products that our brands have confirmed are safe to use when breastfeeding. Again, we always recommend speaking to your doctor first. 


We don't (and never will) stock products that have been tested on animals. This filter applies only to products that have been verified by Leaping Bunny or PETA.

Our glossary

We get that beauty jargon can be confusing.

Are you getting your adaptogens and your nootropics confused? Do you keep hearing 'AHAs' and wonder what everyone is going on about? Fear not, we've got you. 

Read our glossary

About us

Read more


Read more