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Cleaning up cosmetics, one product at a time

14 April, 2021 3 min read

As a brand that doesn’t dig the status quo, we’ve been seeking cleaner, more natural ways to do things. And it was only a matter of time before our efforts would be recognised by fellow conscious consumers, CertClean, at their 2020 Beauty Shortlist Awards. Our humble liquid lipstick was recognised as Best Lipstick, outshining 300+ competitors in the first year of its product journey - big news for our small business.

Who is Certclean?

CertClean is a leading certification body for safer beauty and personal care products. They assess, approve and certify products free from harmful chemicals and exist to help shoppers make more mindful purchases every day. From skincare to personal care and cosmetics, CertClean’s mission is to recognise and elevate clean beauty brands and make safer skincare the new norm.

How do they do it?

CertClean are accelerating the growth of the clean beauty movement through their Clean Beauty Awards. The awards are in their 6th year and recognise the best performing beauty, wellbeing and personal care products from across the globe, manufactured without the use of known harmful chemicals. The winners are globally recognised and get to rub shoulders with other clean companions on the shelf.

Beauty’s ugly underbelly

Companies have been known to use all sorts of questionable ingredients in their cosmetics (like toluene, camphor and parabens) for consistency, colour, or application benefits. We’ve made sure to steer clear of these with our 12-free formulas, vegan and cruelty-free certifications and carbon-neutral commitments. In fact, we wrote a whole blog on vegan cosmetics and the nasty alternatives other brands have used to cut corners.

Why are clean cosmetics important?

We say it all the time, what goes on, goes in. What you wear on your body gets absorbed and ingested (even fractionally) whether you like it or not. So reducing our intake of harmful chemicals is crucial to avoiding the nasty side-effects they come with. This means seeking clean, natural and organic alternatives wherever possible.

What does it take to be clean?

To be eligible for the Clean Beauty Awards, products must be free from the following ingredients:

  • Parfum/Fragrance
  • Sodium Lauryl Sulfate/Sodium Laureth Sulfate/SLSm
  • Siloxanes
  • Petro-based Glycerin
  • Mineral Oil
  • Petrolatum
  • DMDM Hydantoin
  • Diazolidinyl Urea, Imidazolidinyl Urea
  • Methenamine
  • Quaternium-15
  • Parabens
  • Petro-based PEG compounds
  • Triclosan

Why this is huge for us, and our long-lasting lipstick

While there are plenty of pretty, natural lipsticks out there, they don’t all have the structural integrity, spreadability or staying power to outlast their not-so natural competitors. When we created our Hyperreal Liquid Lipstick we were adamant about formulating a high-performing, non-drying, non-bleeding product that swings harder than the long-lasting lipsticks on the market. After iterating on the formula for 3 years, the hard work has paid off.

The future of cosmetics

If you thought our Hyperreal Liquid Lipsticks were great before, they’ve just became even greater. Our latest formulation packs all of the same performance and pigment with more clean ingredients than ever before. And it comes in four new colours to wear all year ‘round; Woke Up Like This, Daydream, Glow Up and Beauty Sleep. The future of beauty is clean, bright and beautiful.

While we’ve always imagined what the future of cosmetics might look like - it’s looking more and more like us everyday. We’re leaning into our clean creds and launching a whole bunch of neat even more natural products to lift beauty standards for brands everywhere.

Honorable mentions

Our lipstick wasn’t the only product that attracted the attention (and awards) of global juries. Check out our ‘trophy case’ of award-winning products over here.



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