Just glance through ingredients of any food or skin care product that you use, it won’t take long before you get apprehensive about safety of the product.

Conventional products take advantage of lax government regulations and lack of awareness among customers and use toxic ingredients with impunity. Often, such harmful ingredients/products cause more damage to you and your family’s health than pollution on roads, as we are directly consuming them within our bodies. Unfortunately, hardly any consumer products company has stood up for such causes so far.

We think of ourselves as a force for good meant to solve social and environmental problems. This thinking enables us to work towards product safety from a very different mind-set than a conventional company would ever be able to do. Our mission goes beyond making safe products ourselves. We want to increase awareness so that unethical companies are forced to improve safety of their products. We also want the Central and the State Governments to frame stricter laws and rules so that safety of customers is not compromised.



"Choose certified Organic ingredients to the extent possible” is our simple Mantra. We have tied up with farmer group and communities throughout India to source best of the best certified organic ingredients from their natural habitats. We’ve chosen to go for the highest USA and EU standards. For certain ingredients where certified organic variants are not available to us, we get them tested by reputed third party labs to ensure they’re free of any traces of heavy metal, pesticides, chemical fertilizers, etc.

Safest Ingredients

We trust international organizations and missions such as EWG, Campaign for Safe Cosmetics and US National Toxicology program to check safety of our ingredients. As a precautionary measure, we don’t use ingredients where we have doubts or don’t have proven safety profile. All our ingredients are marked green on EWG safety index. When it comes to safety, we go all the way.

Complete Transparency

Transparency is one of the fundamental principles we follow to ensure safety. All our product ingredients (even fragrances and anti-oxidants) are clearly mentioned on the label. We don’t believe in hiding anything from our customers. We believe honesty and transparency will empower you to make better choices for your family’s wellbeing.


As a responsible organization, we have opted not to use the following ingredients that have been proven toxic and dangerous for prolonged human usage. 

  • Mineral Oil

    Mineral Oil is a distillate of petroleum. It is colorless and odorless and has a long shelf life. It is a cheap alternative to vegetable oils and makes oils light and less sticky. It is extensively used in baby oils, personal care products and medications as lubricant base oils. Mineral oils enter the skin through inhalation and dermal contact thereby clogging the skin. According to a report by the National Toxicology Program, US Department of Health and Human Services in 2011, 'both untreated and mildly treated mineral oils are known to be human carcinogens (cancer causing).' Its other minor side effects include dizziness, lack of coordination and breathing difficulties.

  • Parabens

    Parabens are commonly used in skincare products as preservatives to prevent microbial growth and extend the shelf life of products. Women are exposed to 50 mg of parabens per day through cosmetics. According to recent studies, parabens can easily penetrate skin through the blood stream and other body organs. In 2004 a study detected parabens in breast cancer cells. Parabens have been found to be potential endocrine (hormone system) disruptors. 

  • Synthetic Vitamin E

    Vitamin E is extensively used in skincare products such as skin creams and moisturizers as a skin nutrient and antioxidant. The synthetic petro-chemically derived form of Vitamin E is known to possess toxic effects. It is termed as Synthetic Vitamin E, Vitamin E Acetate or Tocopheryl Acetate. Tocopheryl acetate has been found to enhance photocarcinogenesis (ultraviolet rays induced skin cancer) in rats. Animal studies have associated it with tumour formation at high doses. 

  • Synthetic Fragrances

    Essential oils or natural fragrances are produced through labour-intensive processes by extracting the essence from aromatic plants and fruits like rose, lemon, lavender, etc. However, several companies use synthetic essential oils or fragrances by duplicating fragrance producing chemical compounds of plants and fruits in factories. Synthetic fragrances are significantly cheaper to produce and have stronger odour. More than 2947 different compounds are used to make synthetic fragrances, as listed by The International Fragrance Association (IFRA). Many of these compounds have been associated with health and safety concerns including cancer, reproductive toxicity, allergies, etc.

  • Synthetic Colors

    Numerous synthetic colors are added in hair dyes, shampoos, hair conditioners, nail products, etc. to enhance their appearance and to aid in easy identification, as color is important to a consumer. Synthetic colors are highly harmful as they contain heavy metals such as lead and aluminum. Drugs and Cosmetics Act, Government of India has laid down restrictions on use of cosmetics containing Dyes, Colors and Pigments other than those specified by the Bureau of Indian Standards and has set up limits for heavy metal in allowed colorants. However, a 2014 CSE (Centre for Science and Environment) study found presence of heavy metals far greater than the permissible limits in various leading skin care products.

  • PEG Compounds

    PEG is an acronym of Polyethylene Glycol. It is used in cosmetic formulations as skin conditioners (emollients to soften and lubricate the skin), catalysts to let ingredients penetrate through the skin, emulsifiers (aiding in proper mixing of oil-based and water-based ingredients), cleansing agents and in pharmaceuticals as laxatives. PEG compounds reduce the skin’s moisture, speeds up aging and makes us vulnerable to bacteria. PEG compounds may be contaminated with ethylene oxide and 1,4-dioxane during manufacturing process. According to IARC - International Agency for Research On Cancer ethylene oxide is a “known human carcinogen” while 1,4-dioxane is “possibly carcinogenic to humans”. Apart from this, PEG compounds have been found to show some evidence of genotoxicity.


    Sodium Lauryl Sulfate (SLS) or Sodium Laureth Sulfate (SLES) is used as a detergent and surfactant. It is used for its foaming, cleansing and emulsifying properties liquid soaps, shampoos, cleansers, face wash, toothpaste and bath salts. SLS is a known human irritant. Likelihood of irritation increases with contact time with the skin. Cosmetic Ingredient Review Panel suggest concentration limit of no more than 1% for leave on use for SLS. On the other hand, SLS concentration in personal care products vary from 0.1 – 50%. To make SLS less irritant it is gone through the process of ethoxylation to create SLES. However, the process of ethoxylation in which ethylene oxide – a known carcinogen is added may produce 1,4-dioxane – another cancer causing chemical. Because of this, SLES may be contaminated with 1,4 – dioxane. Many well-known brands now a days have started avoiding using these ingredients, but be aware many brands calling themselves natural and safe are still using these in their products.

  • n-Hexane/Solvent

    n-Hexane is a colorless liquid compound with an odor similar to petroleum. It is widely used as extractor of edible oils from seeds and essential oil from flower, fruits and leaves. National Center for Biotechnology Information, US National Library of Medicine associates the use of Hexane with acute health hazards such as headache, nausea and dizziness and chronic effects as fatigue, blurred vision, muscle weakness and numbness.

  • Talc

    Talc is a naturally occurring clay mineral obtained from metamorphic rocks across the world. It is widely used as talcum powder in personal care and for gumming in medicinal tablets and chewing gums. Talcum Powders help skin absorb moisture, sweat and prevent rashes. However, Talc contaminated with asbestos impurity is carcinogen (cancer causing) to humans. Perineal (genital) use of talc have been associated with increased ovarian cancer risk. Inhaling is equally dangerous as it can causes respiratory disorders.

  • Formaldehyde

    Formaldehyde is a colorless and strong smelling liquid used in furniture and building products like plywood, glues, permanent-press fabrics, paper product coatings as an fungicide, germicide and disinfectant. In personal care products, such as shampoos, liquid baby soaps, formaldehyde is primarily released from preservatives such as quaternium-15, DMDM hydantoin, imidazolidinyl urea, diazolidinyl urea, polyoxymethylene urea, sodium hydroxymethylglycinate, bromopol and glyoxal. The US National Toxicology Program classifies Formaldehyde as a human carcinogen. It causes burning sensation in nose and eyes, wheezing, nausea, skin irritation and above all, multiple types of cancer.

  • Phthalates

    Phthalates are synthetic compounds used in lubricating oils, plastics, detergents, soaps, shampoos and perfumes. The European commission has labelled DBP and DEHP types of phthalates as endocrine disruptors i.e. substances that can interfere hormone system of the body. These can produce adverse developmental, reproductive, neurological, and immune effects. DEHP is classified as “reasonably anticipated to be human carcinogen” by The National Toxicology Program in its 13th Report on Carcinogens. DBP and DEHP has been prohibited for use in cosmetics by the European Commission

  • Silicone

    Used in all cosmetic products ranging from sunscreen, moisturizer, conditioners, shampoo, and make up primers they sit on the top layer of your skin does not allow it to breathe. Silicone traps dirt, bacteria already on your skin. Irritates your skin so that acne and pimples can break out.