We only sell 100% natural, organic, safe, clean beauty brands to deliver a simplified shopping experience in what can be a sometimes ambiguous market. There are a lot of brands that people assume are natural because they are small or use certain language, but they’re not natural at all. To be approved, a product must not only be made from natural ingredients with no unsafe synthetics at all; it must also be effective and cruelty-free. We also take into consideration packaging and the brand’s commitment to transparency in ingredient sourcing. As a platform, we promote the use of and consciousness around the use of natural, cruelty-free makeup and skincare products sourced both locally and internationally. We want to help people make educated choices around their beauty and skincare routines. Self-care is non-negotiable, and we think everyone deserves healthy luminous skin. Here is a guide to our rigorous approval process and how we’ve curated our collections.
We are continually looking for innovative, emerging brands and products both locally, here in New Zealand and internationally. Brands that have a passion for natural beauty and employ best practice in their ingredient sourcing and manufacturing processes. Our selection of products is carefully curated to ensure we cover a need, and our suite of brands is ever-growing. For example, the increasing demand for vegan products — vegan skincare and beauty brands so we look very closely at how we can source the best vegan skincare and vegan makeup on the market while being committed to stocking only 100% natural ingredients.
Decoding the terms natural, organic and clean. clean
We only sell 100% natural products, and by natural, we mean products that don’t have unsafe chemicals in them. Currently, there is a lack of regulation and therefore clarity around what it means to be natural, organic or non-toxic - these terms are most commonly used by brands to market their products.
A natural skin care ingredient is derived from a plant, mineral or animal by-product. The term ‘natural’ has no legal or even global third party definition, stating what qualifies it as such. So skincare and cosmetics companies can determine their interpretation of natural. The product can be promoted as ‘natural’ use evocative imagery and wording on the front label, but turn the bottle around, and the ingredients on the back do not need to reflect this. It may contain a small number of natural ingredients combined with toxic ingredients such as parabens, phthalates and sulfates. We only stock products made from 100% natural ingredients and that also means no unsafe synthetics. We believe these products are incredibly powerful, whereas there is still a misconception that natural products are ineffective, and that is not the case.
The term organic as applied to ingredients has a legal definition, and the use of the term must meet a defined standard issued by a specific organisation – such as USDA Organic, EcoCert or BioGro. Organic describes the way an ingredient is grown or farmed without the use of fertiliser, pesticides, antibiotics, growth hormones or genetic modification. The word organic may be used in front of an ingredient on an ingredients list, even if the product doesn’t contain 100% organic ingredients. However, Certified Organic skincare must be just that, made with a high percentage (depending on the certified body) of organic ingredients to be labelled as such. For us, our focus is 100% natural, and if a product we screen is organic, even better.
The term ‘clean beauty’ is also unregulated, but now carries more weight in the beauty industry as many companies are becoming more transparent with their processes. A clean product can also be natural, but it goes a few steps further, as a natural ingredient may not necessarily be clean, like lead for example.
‘Clean’ describes products that are created without known toxic ingredients; they must contain safe ingredients, ethically sourced and manufactured taking into account human and environmental health. Clean products must be free-from a long list of known toxic ingredients, some of which are banned in many countries. Clean beauty brands take great care to use nutrient-dense ingredients, that nourish and look after our skin. They may also use safe synthetics (developed via green chemistry practices) when necessary for preservation or effectiveness.
The difference between these three terms can be confusing, so let us do the vetting for you. We are not only committed to stocking only products made from 100% natural ingredients but have adopted a more modern philosophy with a focus on the cruelty-free status with a focus on transparency and efficacy.
Cruelty-Free versus Vegan
There is a difference between cruelty-free makeup and vegan makeup and many people think they are synonymous with each other. Products labelled cruelty free may not be tested on animals or harm animals in any way, but they may contain animal by-products, for example, beeswax. Vegan products must not contain any animal-derived ingredients. They could, however, contain ingredients harmful to your health; and these ingredients might have been tested on animals. Products labelled cruelty-free or vegan may not necessarily be clean. Leaping Bunny and PETA certifications mean that cosmetic companies have adhered to strict guidelines on becoming cruelty-free beauty and vegan beauty. We research to ensure that even if a brand is not certified, they must be cruelty-free.
While reviewing products, we use multiple reputable resources to check every ingredient. For a product to be accepted, it must be 100% natural, which means it cannot contain any restricted ingredients, or we will not stock it. We are continually updating an evolving comprehensive ingredients list, reflecting global ingredient restrictions. We want to make informed decisions that prioritise your health so you can make informed decisions, not misled ones.
We try every product to ensure it is effective, taking into account worldwide or local product reviews. It must also look great, smell good, feel beautiful, have thoughtful packaging and have a real point of difference. You deserve the best, and we are committed to bringing you the best.
It is important to us that we have an in-depth knowledge of the brands we select. We get to know the founders, the passion behind their clean beauty creations, their brand values and transparency in how they source their ingredients. Without question, every brand approved must provide fair pay and employment conditions and be an utterly cruelty-free beauty brand. Many of our brands go further by employing sustainable approaches to production and local ingredient sourcing.
The Extra Mile Brand Highlights
Kahina Giving Beauty provides fair wages to the Berber women who harvest their argan oil and donates a percentage of their profits to community programmes. Aether Beauty uses 100% zero-waste recyclable packaging and contributes a percentage of proceeds to The Water Project. Local brand Outliv produces low to zero-waste makeup purses by using recycled vintage clothing and manufactured by small local operators. Committed to pursuing sustainable packaging; True Organic Of Sweden uses environmentally friendly tubes made from sugar cane, a 100% renewable resource.
Shop our consciously curated collections here.
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