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Blacklisted Ingredients

Here's a not-so-fun fact: legally, a beauty product can be labeled as “natural” and still contain up to 30 percent synthetic ingredients. Confusing, right? That’s why we’ve created a new kind of natural—one where transparency takes center stage. We’ve set the bar high. We've done our research, and we have zero tolerance for known harmful ingredients. And because you deserve to know exactly what’s in the products you buy, nothing gets hidden in percentages. This is about your health, inside and out. Below, a blacklist of every ingredient you’ll never find in our natural category:

• Propylene Glycol

• Parabens (ethyl, methyl, propyl, & butyl)

• Synthetic fragrance

• PEGs (Polyethylene Glycol)

• Formaldehyde

• Butylated hydroxyanisole or Butylated hydroxytoluene            

• Petroleum or petrolatum

• Coal tar

• DEA (Diethanolamine) and TEA (Triethanolamine)         

• Urea (Diazolidinyl or Imidazolidynl urea)

• DMDM Hydantoin

• Phthalates



• Sodium Lauryl/Laureth Sulfate         

• Tetrasodium/Disodium EDTA    

• Triclosan

• Chlorphenesin

• Methylchloroisothiazolinone

• Methylisothiazolinone

• Hydroquinone