Have you ever noticed how many companies market their products with labels such as "organic," "natural," "clean," "vegan," and so on? These labels are intended to provide customers with a clear and simple indication of what they're buying. However, not all products with these labels are created equal.
While we appreciate and use labels that provide factual information, we don't believe in paying for certifications that aren't clear or transparent. This is why we choose not to use the term "natural" on our products.
The Lesson Learned
The most important lesson I have learned over the past five years of formulating is that natural ingredients or products may not be entirely natural or clean.
As someone who believes in the power of education, I know that understanding your skin and navigating the complex and saturated world of skincare can be very daunting. Without education, we cannot make informed decisions that are best for ourselves or our loved ones.
Our Approach
This is why we have chosen to market our brand through education and transparency, not labels. The terms "natural" and "clean" are marketing buzzwords that are not regulated by Health Canada or the FDA. These governing bodies only regulate the percentage of ingredients and their safety through what's known as the cosmetic ingredient hotlist.
Some ingredients are more controversial than others, but all products being sold in Canada should have been registered and given a Health Canada Cosmetics Number. This is how products are monitored to make sure their ingredients are safe. Toxic ingredients are not allowed to be used. For example, the vegetable glycerin we use needs to be tested for DEG (diethylene glycol) prior to our manufactures using it so Health Canada knows it's within specifications. This is a very common test and all products that contain glycerin, if made safely, should also be tested like this.
Without a direct standard or baseline, it can be challenging for consumers to interpret these terms accurately. Take alcohol, processed foods, or medical esthetics for example. Are they healthy? Are they safe in moderation? We all have different opinions, but just because something may be considered unhealthy in excess, doesn’t mean it's toxic. It simply comes down to the pleasure we get from having a glass of wine, or for some, getting lip filler or botox. The risk associated with it is different for many.
Transparency and Education
It’s the same with skincare ingredients. That's why we believe it's crucial to educate our customers on the ingredients we use and their benefits, rather than relying on vague and potentially misleading marketing claims. We're upfront about our ingredients, and have nothing to hide, and will always strive to find a balance between effectiveness, quality, and safety. We respect your choices and will never compromise on the quality of our products.
From the very beginning, we systematically selected each ingredient based on its unique benefits. Our products are built on the foundation of highly effective cellular plant extracts and actives to reveal your skin's radiance.
We understand that finding the right skincare can be complicated, which is why we aim to educate and inform you about our ingredients and why we use them. We want you to make an informed decision and choose what's best for your skin. We understand that everyone has different goals and beliefs on what’s good for their body.
Creating an Inclusive Community
We believe in creating an inclusive community where everyone's choices are respected. Through transparency we hope to create a space where together we learn and feel good about the decisions we make when it comes to our skin.
We understand that skincare is not black and white, but we're committed to answering your questions and educating you on the best practices and to support you in every step of your journey.
Our Commitment
We’re not here to tell you what to buy or whether there is a right or wrong in your decisions to use products with or without certain ingredients, our goal is simply to make you more informed and confident about what you’re buying.
We hope you have learned a few things so far, and we appreciate your support as we navigate this complex industry. Our mission is to create plant-based skincare products that make a significant difference in the health of your skin and your overall confidence. So, let's work together! If you have any questions, we're here to help. Thank you for choosing us to be a part of your skincare journey.
Love LK
Read more about Laura Kasting or if you're still interested in What Natural and Clean mean - check out our latest blog post!
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