Why Personal Care Deserve Your Attention
The clean beauty movement has done real good—increasing ingredient transparency and removing genuinely concerning chemicals from many products. But it's also created confusion, with some brands marketing against safe ingredients while including questionable "natural" alternatives.
Sunscreen is the perfect example: mineral sunscreens (zinc oxide, titanium dioxide) are often marketed as "safer," but only if they're applied correctly. A mineral sunscreen left in the drawer because it's too thick to apply is less safe than a well-formulated chemical sunscreen used properly.
Our approach: identify ingredients with genuine concern based on actual research, recommend products that work in real life, and ignore marketing hype on both sides.