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Compassion is non-negotiable. We only work with brands that can confirm their products are never tested on animals. We also look for companies that treat people fairly, ensuring safe conditions, fair labour, and respect across every step of their supply chain.

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Ingredients tell a powerful story. We expect them to be grown and gathered in ways that protect nature, support biodiversity, and care for local ecosystems. That means seeking out regenerative, organic, or sustainably harvested materials wherever possible.

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We value honesty. Brands must be open about their sourcing, their partners, and their production practices. Full ingredient disclosure and traceability aren’t just nice to have; they’re essential standards we expect.

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Sustainability doesn’t end when the product reaches your door. We favour thoughtful packaging that treads more lightly on the planet, whether that’s recyclable, compostable, refillable, or reusable, alongside products designed to minimise harm throughout their lifecycle.

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When a brand makes a promise, we want to know it’s real. That’s why we look for trusted third-party certifications, like B Corp, COSMOS Organic, and Fair Trade, that bring credibility to environmental, ethical, and health claims.

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Your wellbeing comes first. We choose products that avoid harmful ingredients, meet high safety standards, and harness science-backed innovation to create forward-thinking alternatives in beauty, wellness, home, and food.

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Absolutely. Just as research and innovation keep moving, so do we. Our criteria are regularly reviewed and refined so you can shop with confidence, knowing every choice supports a healthier, more sustainable future.

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These serve a purpose, but safer, effective options are available. Choosing natural and paraben-free options helps you care for your skin, reproductive tissue, and thyroid health.

✗ Imidazolidinyl urea   

✗ DMDM Hydantoin   

✗ Diazolidinyl urea   

✗ Sodium Hydroxymethylglycinate   

✗ Iodopropynyl butylcarbamate   

✗ Methylchloroisothiazolinone   

✗ Methylisothiazolinone   

✗ Quaternium–15   

✗ Bronopol / 2–bromo–2–nitropropane–1,3–diol / 1,3–propanediol 

✗ Benzalkonium chloride   

✗ Stearalkonium chloride (petroleum sourced)   

✗ Triclocarban   

✗ Triclosan   

✗ Phenylmercuric salts 

✗ Butylparaben   

✗ Ethylparaben   

✗ Methylparaben 

✗ Benzotriazole 

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We leave out these 15 ingredients because of their known impact on both people and the planet. By choosing products without them, you’re helping protect marine life and coral while also supporting your hormone balance, cells and organ health.

✗ Benzophenone   

✗ Benzophenone–1   

✗ Benzophenone–2   

✗ Benzophenone–3 (Oxybenzone)   

✗ Benzophenone–4 (Sulisobenzone)   

✗ Benzophenone–5   

✗ Benzophenone–6   

✗ Benzophenone–7   

✗ Benzophenone–8   

✗ Benzophenone–9   

✗ Benzophenone–10 

✗ Benzophenone–11   

✗ Benzophenone–12   

✗ Ethylhexyl methoxycinnamate (Octinoxate)   

✗ Octocrylene 

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We prefer to offer products made with natural, plant-derived fragrances. Synthetic fragrances are often hidden within ingredient lists, making it hard to know what’s inside. By choosing fragrance-free or naturally scented options, you’re supporting your skin, hormone health, and the environment.

✗ Diethyl phthalate   

✗ Dimethyl phthalate 

✗ Butylated hydroxyanisole (BHA)   

✗ Musk xylene   

✗ Musk ketone   

✗ Tonalide / Acetyl Hexamethyl Tetralin   

✗ Galoxolide 

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Permanent hair dye uses strong chemicals to open the hair shaft and fix colour – and there’s still no fully natural alternative. Nail polish is also typically made with synthetics to achieve a durable finish. Both are regulated by law, but the cleanest choice is to avoid them. Choosing naturally derived options cares for your scalp, skin, and nails – while also supporting hormonal and thyroid health.

✗ Resorcinol   

✗ 1–Naphthol   

✗ Ammonia / Ammonium hydroxide 

✗ Toluene

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We leave out silicones because of their environmental impact - once washed off, they enter waterways and don’t readily break down, leading to a build-up known as bioaccumulation. Derived from petroleum, they’re synthetic and non-renewable, yet still common in hair products for smoothness and in moisturisers as emollients. Natural, renewable alternatives are available - you’ll find those instead.

✗ Cyclopentasiloxane   

✗ Cyclohexasiloxane   

✗ Cycloheptasiloxane   

✗ Cyclotrisiloxane 

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Under our Clean Criteria - most artificial sweeteners are out, due to concerns about their impact on cells and overall wellbeing. Natural options like stevia, monk fruit, and raw honey are available - so those are the options you’ll find.

✗ Saccharin

✗ Aspartame

✗ Cyclamate

✗ High fructose corn syrup

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These vitamin A derivatives are often marketed for anti-ageing benefits, but they can also make skin more sensitive — leading to dryness, redness, irritation, increased sun sensitivity, and potential photoaging. They're not recommended during pregnancy or breastfeeding, and concerns have also been raised about free radical formation under UV exposure. With gentler, plant-based alternatives available (like bakuchiol and antioxidant-rich botanicals), we choose to leave out synthetic vitamin A derivatives for safer, everyday skin care.

✗ Retinol  

✗ Retinyl acetate  

✗ Retinyl palmitate 

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This group includes paraffin, DEET, aluminium salts, certain amines, and synthetic stabilisers. They’re often used as preservatives, repellents, or to adjust pH, but many are petroleum-based, harsh on skin and raise environmental concerns. Instead, you’ll find plant-derived alternatives like aloe vera, mineral salts, and coconut-based stabilisers.

✗ Paraffin   

✗ Deet (diethyl toluamide)   

✗ Aluminium chloride   

✗ Aluminium chlorohydrate   

✗ Nano aluminium   

✗ 2–aminobutanol   

✗ Babassuamidopropyl MEA   

✗ Ciclopirox olamine   

✗ Cocamide MEA   

✗ Ethanolamine dithioglycolate   

✗ Ethanolamine glycerophosphate   

✗ Hydrogenated tallowamine   

✗ Isopropanolamine   

✗ Isopropanolamine lanolate   

✗ Isopropylamine dodecylbenzenesulfonate   

✗ Lauramine   

✗ MEA o–phenylphenate   

✗ MEA–benzoate   

✗ MEA–laureth sulfate   

✗ MEA–lauryl sulfate   

✗ MEA–salicylate   

✗ MEA–sulfite   

✗ MEA–thiolactate   

✗ MEA–undecylenate   

✗ MIPA–dodecylbenzenesulfonate   

✗ MIPA–laureth sulfate   

✗ MIPA–lauryl sulfate   

✗ Oleamine   

✗ Palmitamine   

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Phenoxyethanol is a naturally occurring compound, found in plants like green tea and chicory. It’s generally man-made when used in cosmetics and is a preferable alternative to parabens – which don’t fit our Clean Criteria. In alignment with the EU regulations, we allow phenoxyethanol as a preservative in very small quantities, of no more than 1%. At these levels, phenoxyethanol is considered safe for human use and is readily biodegradable, with low environmental impact.

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We recognise some customers prefer fluoride in their oral care for enamel support. For this reason, as well as offering a wide range of fluoride-free options, we also carry oral care products with fluoride at the regulated levels. These products are included to give customers choice and must be used as directed.

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Piroctone Olamine is an antifungal active typically used in scalp and skin care products. We allow it only in small amounts-under 1%, in line with EU standards, where it is considered safe. It is also readily biodegradable, with low environmental impact.

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We prioritise natural sweeteners and make these our first choice wherever possible, avoiding most artificial sweeteners. From time to time, you may see these three second generation sweeteners; Acesulfame K, Sucralose or Neotame used to provide sweetness without sugar. Research to date hasn’t shown a reason to restrict them and are considered safe at the levels used.