As most people know, there is no standard definition of the term "clean beauty" - and it's up to every brand to create their own rules around how they formulate their products.
For us, that means being transparent about what "clean beauty" means to us - so we've outlined our commitments here.
- Safety always comes first. We do extensive research into the safety of both our ingredients and our suppliers, and our products are assessed by independent third-party expert toxicologists to ensure they are safe and comply with requirements in the UK and the US.
- Our main driver when developing products is performance. We don’t think of ingredients in binary terms of ‘natural’ or ‘synthetic,’ we look for the ingredients that are the highest-quality, safe to use and proven to produce exceptional results. We are, however, committed to a sustainable approach to both ingredients and packaging, and you can read more about our environmental commitments here.
- We believe in being totally transparent about the ingredients we do and don’t include. On each product page, you’ll find the full ingredients lists, so there are no surprises.
- Many - but not all - of our products are vegan (and where they are, we make it clear on product pages). At Beauty Pie, we do not believe in or authorize animal testing for our products or the ingredients that go into our products. This means we do not do animal testing, our suppliers do not do animal testing, we do not pay people to do animal testing for us, nor do we sell our products in places where animal testing is required.
- When we describe our products as ‘clean’, we mean that we formulate products without certain specific ingredients. As a start, we formulate to comply with both the UK’s and the USA’s stringent requirements, which means excluding 1,500+ ingredients.
- In addition, at Beauty Pie we also choose to formulate without the following ingredients: Parabens, Hydroquinone, Benzoyl peroxide, Benzophenone, Formaldehyde, Triclosan, MIT (Methylisothiazolinone), PHMB, Cocamide DEA, MCT (Methylchloroisothiazolinone), CI 17200 (RED 33).