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Green Innovation

Choosing to formulate according to leading-edge green chemistry principles means that we rely on the latest cosmetics science to help us select our ingredients and define how best to use them. Working with leading cosmetic scientists, we take our cue from nature to combine ultra-pure botanical oils and extracts with ethical synthetics to engineer our effective, natural skincare formulations. The result? Award-winning products that look after your skin and the earth.
The Good Face Project is on a mission to make cosmetic ingredient transparency a standard for the beauty industry to determine safer, more efficacious products. Using cutting edge data science and artificial intelligence, they analyze product formulations to give a no-nonsense, facts-based guide. Qualifying ingredients are graded using a traffic light system for their standard of safety as an allergen, irritant, hormone disruptor or carcinogen. We are Good Face Project Approved.
While we don’t formulate with any of the 1,378 ingredients banned by the European Cosmetics Directive Annex II, we go a step further and choose not to use some approved ingredients such as phenoxyethanol, synthetic fragrances, animal or petrochemically derived ingredients.
We use a natural preservative system of gluconolactone and sodium benzoate (Geogard Ultra) which has broad spectrum preservative activity, is accepted by ECOCERT, is safe to use at concentrations of 0.75-2%, and has extra moisturizing benefits similar to glycerin.
Terminology in the beauty world can be confusing and misleading. It is also still unregulated in many countries. To be transparent with you, our customer, we want to share our definitions of some of the most common terminology we use when describing our brand and products to you.


An ingredient that is derived from nature in a form that has not been significantly altered. For example, our Marula oil, which is cold pressed whole from the Marula kernel, or steam distillation or CO2 extraction of our essential oils.

Ethical synthetics are substances chemically derived from plants or minerals that do not pose proven harm to your skin or the environment. We consciously choose ethical synthetics to reduce our carbon footprint, harm to the environment and local communities affected by loss of biodiversity and the destruction of natural ecosystems.

Chemistry is not something to be afraid of, it’s something to be thankful for. A
synthetic molecule is made by chemical synthesis such that it differs from its pre-reaction substance, which
may be derived from a naturally occurring plant, mineral or animal source. Some examples of our ethical
synthetics include:

Sodium hyaluronate: Recovered from the bio fermentation of micro-organisms as
opposed to derived from an animal source.

Squalane (a saturated form of squalene): Biosynthesized from readily available
plant sources like olives, rice bran, wheat or sugarcane as opposed to derived from an animal source.

Peptides: Synthesized rather than extracted from environmentally damaging
monocultures like palm or coconut oil.


Green beauty is our preferred term to describe our brand. We believe that green
beauty stands for sustainable ingredient sourcing, targeted formulating that avoids waste, eco-friendly
packaging and transport principles combined with ethical business practices that aim to protect people and the


A brand or product that avoids ingredients that may potentially risk the health
of its customers. Often clean beauty is defined as free of hormone disruptors and carcinogens but doesn’t
necessarily always take into account the full lifecycle of ingredients, packaging, or business practices and
their impact on people and the environment.



Learn more on our blog: "Don’t be a greenwashing victim: 6 key points to remember".

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