To us the ingredients in our products are essential. The long list of contents and the difficult words on the back of care products have always astounded us. We have often wondered what they meant and why there should be so much in these products.
Over the last two years we have learned a lot about ingredients, their effect and function. Alongside this, it is important to know that 60% of what you put on your skin, is absorbed by the body. This is why we only recommend that you buy good products, since we are wearing them on own body for so many hours every day.
From the very start it was our clear goal to achieve three certifications on our makeup. This also meant that as the first in the beauty sector we our demands to the ingredients used in our products, were so high that we were capable of achieving these certifications.
HOW ARE WE DIFFERENT?
We have turned everything upside-down and put chemical engineers around Europe to the test. We would not vouch for products containing any form of endocrine-disrupting substances. We will always choose the pure alternative or rather not do it at all. In this section we have listed some of the points where we are different.
Were we stand out is in the fact that our products do not contain perfume. We have never understood why a mascara should be scented. It does not have any effect for the use of the product other than remove bad odour. Whether it is synthetic or natural perfume, it is equally allergenic. The body cannot tell which is which and the risk of the body reacting to the substances is just as big.
We do not use Bismuth Oxychloride (CI 77163) in our products. This is a mineral powder which is used in many mineral makeup products which also might irritate the skin. It is not clear whether or not a reaction to this substance is caused by the substance itself or a general reaction to mineral makeup or maybe rather bad hygiene with the makeup brushes. The Informationcenter for Environment and Health only assesses a substance to be problematic if they have a lasting effect on people or environment, so a possible passing skin irritation is not included – we have, however, chosen not to take any chances and that is why you will not find Bismuth Oxychloride in our products.
Sadly there are many manufacturers who also use petrochemicals/mineral oils since they are cheap. But they can also block the skin and in some cases give red bumps and very irritated skin.
In makeup pigmentation and dye which for example provide the red, blue, and green colours is used. There are several dye substances that might be harmful to you. We have considered this in our makeup. We do not use the dangerous dye substances and the ones we do use, are used in amounts that do not stain the skin.
Parabenes have over time been used as a generic preservative. But they have been shown to be endocrine-disrupting, so a lot of them are now allowed in the EU. Some of them are not very harmful, but we are not taking any chances, so you will not find any parabenes in our products.
It is common to use silicone in foundations to get a nice texture. But silicone is blocking and in worst cases endocrine-disrupting, so it is best for you to avoid silicone, so you won’t find that either in our foundation.
THE INGREDIENTS OF MIILD
Our ingredient lists are short and clear. We have chosen to translate our lists on our products: you will see that we translate the difficult words in a parenthesis right after so everybody can understand what the ingredient means. In general our makeup is made on caring ingridients such as castor bean oil, shea butter, abricot kernel oil, sunflower oil, olive oil and sweet almond oil. This has the effect that our products work together with the skin and provide a natural finish.