Our Standards
You’re in good hands. When it comes to our curation, we keep our ethos simple: no compromises. It doesn’t matter how beautiful or promising a product seems, if its performance is lacking—or it contains questionable ingredients—we pass. There are too many incredible alternatives out there to settle. We’re here to make sure you don’t.
Pure Ingredients
Ingredients matter. And that means, to live on our shelves, a product must be unquestionably best in class, deliver noticeable results, and be free of anything on our Banned Ingredients List that we are dedicated to constantly updating. Still, green beauty isn’t just about what’s left out; what goes into a product is equally important. We only offer products made with safe, beneficial ingredients—because beauty should be easy and enjoyable.
Exceptional Performance
Our team of green makeup artists, estheticians, naturopaths, nutritionists, and beauty experts obsessively researches and reviews thousands of products to ensure their safety and efficacy, sifting through one after another to find the standouts. We scour ingredient labels, test formulas for weeks, and ask brands the hard questions so you can feel confident in your purchases.
Cruelty-free Formulas
By holding brands to cruelty-free standards, we’re doing our part to change the industry for the better. Integrity comes first—and when it comes to animal testing, we have a zero tolerance policy. Beauty should spread joy, not cause harm. As people—and as parents, brothers, sisters, sons, and daughters—it’s our duty to leave this planet a better place for all living beings.