Committed to a Cleaner Standard
It’s our mission to provide you with the best quality makeup at WOW factor prices.
Performance is everything – But how we get there matters, too. We know you care about what’s in your products (and more importantly, what’s not).
We’re making bold moves toward a cleaner standard. It’s not an overnight solution, it’s a journey. And we will be transparent with you every step of the way.
WE’RE 100% CRUELTY FREE
And have been since Day 1. We are PETA approved and love our furry friends! We do not carry out or commission any testing on animals for the manufacture of our products. This applies to the end products as well as to all ingredients. Our suppliers are also required to certify in writing that their products have been manufactured without testing on animals.
Headquartered in Europe. This means ALL our products adhere to the high-quality standards set forth by the EU Cosmetics Regulation, which restricts over 1,500 ingredients from being used in beauty products (the U.S. restricts just 11).
We’ve banned an additional 60+ ingredients that we deem unacceptable. This includes certain dyes, volatile silicones, certain fragrance allergens, chelating agents and solid microplastic particles, to name a few.
We’ve clearly displayed each product’s “Free From” claims. Most of our products are Vegan, Paraben Free, Gluten Free, Perfume Free, Alcohol Free and Oil Free. Check the product description of any item see exactly what “Free From” claims your favorite items have.
And here’s how we’re moving forward with a CLEAN approach:
This Summer, we launched CLEAN ID. This line is our gold standard of clean beauty: 100% Vegan with naturally derived ingredients, while progressing toward shorter ingredient lists and more sustainable packaging. It is free of microplastic particles, silicones, mineral oil, PEGs, petrolatum and much more – All while delivering the major performance and lasting coverage you deserve.