Because Trust Shouldn't Be Hard
We started with a simple question:
"Why do I need a chemistry degree to buy shampoo?"
The Greenwashing Epidemic
You’ve seen it. Bottles covered in leaves and "natural" claims, but flip it over and you find Parabens, Phthalates, and "Fragrance."
The beauty industry is self-regulated. That means "Natural" means legally nothing. That didn't sit right with us.
Read our Ethics Alert- ❌ Hidden Synthetic Fragrances
- ❌ Animal Testing (Overseas)
- ❌ Endocrine Disruptors
- ✅ 100% Transparent Labels
- ✅ Leaping Bunny Certified
We are the Gatekeepers.
We don't just aggregate products. We investigate them. Every item on this site has been checked against our strict "No-Go" list of over 1,500 toxic ingredients. If we wouldn't put it on our children, we won't put it on our site.
Driven by Standards
Obsessive Vetting
We read the fine print. We check parent companies. We verify the sourcing.
Cruelty-Free Always
No animal testing. Ever. Not in the US, not in China, not anywhere.
Planet First
We prioritize sustainable packaging and carbon-neutral shipping brands.