Each of the products we develop must meet three criteria: simplicity, accessibility, security. That’s why we’ve made the decision to ban over a hundred ingredients from our formulas. We go further than the cosmetics industry imposes, by eliminating those that have the potential to be irritants, carcinogens, toxicants, endocrine disruptors, controversial or simply unnecessary. We don't choose an ingredient based on how it ranks "natural" versus "synthetic," simply because we believe there are good and bad in both categories. We choose the best of both worlds, period.