Natural, clean, and non-toxic ingredients are non-negotiable here. We only write about chemical-free beauty products. While the definition of natural beauty varies immensely from one brand to another, there are some big no-go for us. Every product listed on our site is strictly paraben-free and uses premium natural ingredients unless explicitly mentioned.
Safe and effective. We only share with you beauty products that have a positive and long-lasting impact on your look and health. We are commitmentted to provide effective products that deliver true benefits you can see and feel. Tested and approved natural beauty products that actually work.
Finally, we want to help you find brands that are aligned with your values and ethics. That’s why each one of our reviews include a handy table listing what the brand’s values are, from vegan and organic to cruelty free and eco-friendly.