"Clean beauty" does not have a clear definition yet, so we have developed a new uncompromising standard for purity, safety, sustainability and cruelty-free.

Our Clean Beauty Charter sets us apart from other brands. We go that extra mile beyond the requirement of EU & US regulations. Because we see it as our duty to be part of the solution.

The EU only bans 1700 chemicals. We’ve removed every single one.

Only the purest, 100% Natural

We use only 100% natural origin ingredients, responsibly and ethically sourced. Unlike brands meeting the 95% natural minimum, we go further.

Certified by ECOCERT, COSMOS, and NATRUE, and compliant with ISO 16128, our products uphold the highest standards of safety, sustainability, and integrity of formulas.

  • COSMOS & ECOCERT: Require over 95% natural ingredients for certification. 
  • NATRUE: Certifies products with at least 80% natural origin ingredients, ensuring ethical sourcing and sustainability. 
  • ISO 16128: Defines and measures the natural content of products, ensuring consistency and transparency. 
  • DR.LIPP: We require 100% natural ingredients. Nothing else.

"By choosing 100% natural, you’re giving your body a break from toxins. It’s our promise to deliver pure, uncompromised formulas that are as kind to you as they are effective."

Pontine Paus, Founder

Why Choose 100% Natural Products?

Switching to 100% natural products isn’t just about looking good, it’s about feeling good and making better choices for your health and the environment.

GOOD FOR YOUR SKIN

Studies show that prolonged exposure to chemicals in conventional skincare can lead to skin inflammation and sensitivities, making natural products a safer and more effective choice for long-term skin health. Choosing 100% natural products avoids harmful chemicals, preserves your skin’s natural balance, and works gently with its processes, ideal for sensitive skin and gentler routines.

IMPROVES YOUR HEALTH

Conventional personal care products often contain toxic substances which can accumulate in the body over time. A 2019 study found that 55% of lip glosses and lipsticks contained harmful heavy metals. Other chemicals, such as parabens, phthalates, and synthetic fragrances, are linked to chronic health issues. Research supports the benefits of reducing chemical exposure, which can improve your overall health.

HELPS THE ENVIRONMENT

Natural ingredients require fewer processing steps, resulting in less waste and a smaller carbon footprint. Unlike chemical-based products, which often include non-biodegradable substances like petroleum or mineral oils, natural formulations are more sustainable. They’re biodegradable and do not contribute to environmental pollution, making them a better choice for both your skin and the planet.

We’ve removed all chemicals from our products to ensure full transparency and provide effective, gentle care for sensitive skin. By using 100% natural ingredients, we offer high-performance results you can trust.

  • Phthalates can disrupt hormones and have been linked to various health concerns. 

  • Parabens are preservatives commonly found in cosmetics, but they have been linked to hormone disruption. 

  • Fragrances are often made up of a complex mixture of chemicals, which are irritating to sensitive skin.

  • Free from allergens such as sulphates, and synthetics to provide the safest, most gentle products for all skin types.

  • Petroleum can be irritating to the skin and contribute to environmental pollution.

  • Silicone's can create a barrier on the skin that prevents it from breathing and absorbing nutrients.

  • GMO's ingredients may contain synthetic compounds or pesticides that can irritate the skin and disrupt its natural balance.

  • Not including microplastics ensures our products are both skin-friendly and eco-conscious, promoting a healthier planet and safer skincare.

Safe, Cruelty-free Beauty

Beauty should always be kind, and that means never harming animals in the process. We are proud to be Leaping Bunny approved.

A global programme, Leaping Bunny requires cruelty free standards over and above legal requirements.All of our own brand beauty products are approved under the Cruelty Free International Leaping Bunny programme, the internationally recognisable gold standard for cruelty free products. We adhere to a fixed cut-off date policy and proactively monitor our suppliers to ensure that our products continue to adhere to the Leaping Bunny criteria. Our supplier monitoring system is also independently audited.

For more information about Cruelty Free International, Leaping Bunny and Leaping Bunny criteria click here

Sustainable packaging done right

We’re proud to use only carbon capturing bioplastic for our packaging. It's 100% recyclable and so much better for the planet. Did you know that 82% of beauty packaging still isn’t recyclable? That’s why we’re committed to solutions that reduce waste without compromise.

Bioplastics are a sustainable alternative to fossil fuel-based plastics. Made from renewable sugarcane, they have a lower carbon footprint and decompose much faster than traditional plastics, which can take centuries. Of course, proper recycling is essential, but this is a huge step toward cutting down on harmful waste.

Cleaner beauty, cleaner planet, it’s a win-win.

Reduce your waste with Multi-use

The best thing about multi-use products? You get to feel pretty good about creating less waste!

It's the secret to a simpler, faster routine, saving you time and ditching all those “specialised” products that just take up space.

We don’t water down our formulas like other brands do. Your face and body deserve the same level of care, and our multi-use products deliver just that. Powerful, concentrated 100% natural goodness in every drop.

"We will never compromise on our commitments. We are pioneering a new era that redefines beauty standards with integrity and care."

Pontine Paus, Founder

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