Let’s get real: clean beauty has never been more confusing. There are no universally accepted definitions of “clean,” “green,” or “natural” in cosmetics. And just as often as conventional brands pack their products with hazardous ingredients while falsely advertising them as “clean and green”, “natural” companies utilize fear-mongering tactics to scare consumers into purchasing their products—even though many natural ingredients can be just as dangerous as synthetic ones.
Enter: CLOVE + HALLOW’s Clean15™ formulation strategy. Developed to cut through the clutter, this standard serves as our formulating guidepost and guarantees that every product we create contains 15 or fewer safe ingredients per base formula. No cheap fillers or unnecessary fluff. Just the good stuff.
Why 15 or fewer ingredients? We appreciate that you, our customer, are committed to being conscientious consumers—but we also understand that you have a life, too. Minimalist formulations protect against a laundry list of ingredients for you to sort through and ensure every formula is packed with impactful ingredients only. Formulating this way pushes us to be thoughtful and intentional, and provides our customers with peace of mind.
How do we decide which ingredients make the cut? Well, when it comes to evaluating the safety of any ingredient—natural or otherwise—context is critical. Without paying attention to the full ingredient list, the concentration of each ingredient, the function of the ingredients (such as pigment, preservation, or performance), the application method, packaging, and more, it’s difficult to adequately assess the benefits and risks of a raw material.
That's why we refer to peer-reviewed studies, third party testing, and advice from experts such as cosmetic chemists and a variety of health professionals before rushing to label certain ingredients good or bad.
Once we decide to move forward with an ingredient, it is reviewed for safety and purity on its own, then again in the finished formula. We only release products that are compliant with our internal safety standards as well as stricter EU regulations (and, yes, we are certified to sell in the EU). This process allows us to create high-performance, clean cosmetics that safely harness the power of active naturals and functional synthetics.
So, what ingredients aren’t allowed? Here are a few examples of what you won’t find in our products: parabens, phthalates, synthetic fragrance and flavor, talc, PEG-s, formaldehyde-donors, and more than 1,500 other ingredients that do more harm than good.
If you ever have a question about a specific ingredient, we encourage you to read more about it in our ingredient glossary, no PhD required. Still have questions? Contact our customer support team at firstname.lastname@example.org. We’re here to help!