Our Mission Vision Values



Our Mission: Crafting high-performance products with clean formulations that are safe for long-term use. 


Our standards exceed what is required by US legislation. We actively ban ingredients we feel are harmful, we constantly learn and evolve our methodologies, we source our ingredients responsibly, and we are transparent to our customers. We want you to know why we use the ingredients we use -- and why we avoid the ingredients we avoid.


Our formulations differ as we avoid toxic ingredients associated with health issues like skin allergies, birth defects, reproductive issues, hormonal distribution, cancer, and learning challenges. Ingredients we avoid include:

  1. Fragrances, scents and masking agents - common cause of allergic reactions, considered 'trade secrets', not required to be disclosed
  2. Benzalkonium chloride - disinfectant and harsh preservative
  3. DMDM hydantoin and urea (imidazolidinyl) - harsh preservatives
  4. Parabens (methyl, butyl, ethyl, propyl) - harsh preservatives
  5. Methylisothiazolinone and methylchloroisothiazolinone - harsh preservatives
  6. Formaldehyde - harsh preservative
  7. Mineral oil - petroleum by-product
  8. Phthalates (DBP, DEHP, DEP, DMP) - chemicals used to make products more pliable
  9. Triclosan and triclocarban - synthetic antibacterial agents
  10. 1,4-Dioxane - ethoxylation by-product
  11. Aluminum - toxic metal
  12. Ethanolamines (DEA, MEA, TEA, ETA) - surfactants and pH adjusters
  13. Ethylenediaminetetraacetic acid (EDTA) - binding agent to enhance stability
  14. Hydroquinone - skin-lightening agent
  15. Polyethylene glycol (PEG) - thickeners, solvents, softeners and carriers of moisture
  16. Sodium lauryl sulfate and sodium laureth sulfate (SLS, SLES) - surfactants that can trigger allergies and irritations