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Design Approach

There are more than 80,000 chemicals used in today's consumer products, many of which have not been well studied as to their impacts on human health and our environment. We believe that the design of consumer products and processes should understand the impact these substances have on human health and our environment and aim to eliminate the use and generation of these hazardous substances wherever possible.

We evaluate all chemicals in four ways


Chemical Composition & Structure


Functions & Use


Intrinsic Hazardous Properties



The Process

We use innovative ingredients, alternative-renewable feedstock that are more innocuous and solvents with significantly lower human health and emission impacts. We also adhere to a strict chemicals management policy that is comprehensive, inclusive, places a priority on the elimination of chemical hazards, encourages open access to information, promotes innovation towards safer alternative and is grounded in sound science.

This mean our products do not contain ammonia, chlorine, ethylene glycol ethers, parabens, phthalates, formaldehyde, toxic colorants, phosphates or petroleum distillates.

We also do not use highly fluorinated chemicals, bisphenols/phthataes, antimicrobials, flame-retardants or dangerous metals like mercury, arsenic, cadmium and lead.

Finally, we do not test our products on animals, nor are our products made with animal-derived ingredients.

Sustainable Product Design Strategy

  • Establishing positive criteria for product efficacy and human and environmental health benefits through creation of a rigorous sustainable product design standard;
  • Fully assessing all ingredients to understand the potential human and environmental health and lifecycle impacts applying the precautionary principle and a hazard based approach;
  • Conducting a safer alternatives assessment to identify replacements for chemicals of concern;
  • Eliminating chemicals of concern and/or replacing them with safer alternatives and,
  • Engaging credible, independent, science based third-parties to validate safer alternatives assessments, conclusions and claims.