To us the ingredients in our products are essential. The long list of ingredients 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 many different ingredients in the products.
Over the last two years we have learned a lot about ingredients, their effect and function.
From the very start it was our clear goal to achieve the three certifications AllergyCertified, The Nordic Ecolabel and ECOCERT COSMOS on our makeup. To get these three certifications together in one product, this had never been done before. Combining the certifications with the demand that it had to be a high quality product was not easy. This meant setting very high demands to the manufacturers and demand that the products be documented to be allergy friendly, sustainable and environmental friendly with the certifications. We are very proud that it has been possible.
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 cancer, mutagenic or endocrine-disrupting or other harmful 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 whether a chemical is natural or synthetic 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.
In makeup pigmentation and dye a lot of different colors are used and the some can be harmful. We use AllergyCertified to assess the colors and make sure that there are no documented harmful colors and that the impurities such as Nickel, are so low that even people with Nickel allergies will not react to it. So we will not use dangerous dye substances at the risk of our costumers.
As we want our products to be as natural as possible, the ECOCERT certification helps us avoid synthetic components such as Parabenes, Silicone and Mineral oil in our products.
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.