If INCI lists look like secret code to you, you're not alone. We've created six simple standards to help you navigate cosmetic ingredients with confidence.
Alcohol-Free
Standard 1Products without drying alcohols that can irritate and dehydrate your skin.
- Excludes denatured alcohol, ethanol, and other harsh alcohols
- Allows beneficial fatty alcohols like cetyl and stearyl alcohol
- Helps maintain skin's natural moisture barrier
- Feels cushioned and comfortable on application (no “quick-sting” cool down)
- Great for dry, sensitive, or post-treatment skin that needs calm hydration
- Pairs well with Fragrance-Free routines for an ultra-gentle set
Fragrance-Free
Standard 2Formulated without synthetic fragrances or parfum that can cause sensitivity.
- No artificial scents or perfumes
- Eliminates common allergens and irritants
- Suitable for sensitive skin types
- No added essential oils; a faint natural base scent may remain
- EU labels may list allergens (e.g., limonene) that occur naturally—this doesn't mean perfume was added
- Helpful for redness-prone or migraine-sensitive users who react to scent
Pregnancy-Safe
Standard 3Free from ingredients that may pose risks during pregnancy and breastfeeding.
- No retinoids, salicylic acid, or hydroquinone
- Excludes potentially harmful compounds
- Safe for expecting and nursing mothers
- Rinse-off cleansers with small amounts of salicylic acid can be acceptable; leave-ons are not
- We take a conservative approach—if unsure, we don't tag it pregnancy-safe
- Not medical advice—please follow guidance from your clinician or midwife
Clean Ingredients
Standard 4Made without controversial chemicals and potentially harmful synthetic ingredients.
- No parabens, sulfates, or phthalates
- Avoids ingredients with safety concerns
- Transparent ingredient sourcing
- Also excludes: formaldehyde-releasers, cyclic silicones (D4/D5/D6), PFAS, and intentional microplastics
- Decisions are INCI-based (what's on the label), not marketing claims
- Combine with Fragrance-Free if you want zero added scent
Vegan
Standard 5Contains no animal-derived ingredients or by-products.
- No beeswax, lanolin, or carmine
- Cruelty-free and ethically sourced
- Plant-based and synthetic alternatives
- We verify mixed-origin ingredients (e.g., squalane, collagen) directly with brands
- If origin cannot be confirmed as plant, we don't apply the Vegan tag
- Pairs well with Clean Formula for a simple, ethical routine
Dermatologist-Tested
Standard 6Clinically evaluated by skin care professionals for safety and efficacy.
- Professional testing and evaluation
- Proven compatibility with various skin types
- Clinical validation of safety claims
- Applies only to that exact product/formula (not the whole range or reformulations)
- Everyone's skin is unique—patch-testing is still recommended
- We still review the full INCI; the badge is an extra safety signal, not a substitute
How Our Standards Work
Analyze
We review every ingredient
Research
Check safety data
Verify
Confirm compliance
Label
Apply standards
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