After personal experience with having reactions to so many products, the desire for a clean ingredient list was the main driver for creating the range. I knew I only wanted to actually bring the range to life if someone could adhere to all the values I had for it. In the initial design brief, I was able to list all the things I didn't want to be in there, and what's listed below is exactly what I said.
- No harmful chemicals are to be used
- No parabens, phthalates, petrochemicals, mineral oils or other synthetic substances
- No palm oil
- No Alkyl Sulphates (e.g. Sodium Lauryl Sulphate, Sodium Coco Sulphate, Ammonium Lauryl Sulphate)
- No Alkyl Ether Sulphates (e.g. Sodium Laureth Sulphate, Ammonium Laureth Sulphate)
- No fragrances and other colour components of non-organic or synthetic source
- No talc
- No products of animal origins
- No honey or beeswax
- No anti-microbial agents not produced from organic sources
- Emulsifiers, preserving ingredients, thickening agents, alcohols, surfactants and emollients are all to be naturally derived
- No chelating agents based on EDTA and its salts
- No ethoxylation and propoxylation
- No Polyethylene Glycol (PEGS)
- No Polysorbates (e.g. Polysorbate 20)
- No Ethanolamides (e.g. Cocamide DEA, Cocamide MEA)
- No potentially harmful preservatives
I wanted to make sure that only the purest ingredients have been used in the range to ensure that this is a brand you can have 100% trust in. There are no tricks or gimmicks - just the bare essentials.
If you want to read a bit more about what ingredients are included, you can find them in the Skinfood Glossary.