We maximize the use of natural and nature-derived ingredients in our products, but we’ll be honest: our products are not 100% natural. Many brands group nature-derived chemicals, such as SLS, as “natural” because it is derived from coconut oil (just as an example). Nothing could be farther from the truth. We believe that the classification we’ve followed is transparent – in keeping with our values.
If we could make things 100% natural we make them, like our Angel Eyes Kohl Kajal, and Hello Aloe Caring Day Moisturizer. Science allows us to formulate great products that work, by combining the best of natural goodies and absolutely safe synthetic stuff, and we are practitioners of that science. We guarantee, however, that our products are 100% safe, and we stay away from even doubtful ingredients. You can read a full list of our natural, nature-derived and safe chemical ingredients, as well as the ingredients we avoid, here.