Helping kids understand clean beauty

We know how hard it can be to shop clean. Whether it's mainstream candy or colorful play makeup, every aisle brings another choice—and sometimes, it leads to tough conversations between moms and daughters.

We’ve found that when kids understand the “why” through simple, kid-friendly visuals, they feel empowered to make safer, healthier choices right alongside their parents.

Your endocrine system is like the city’s mail carrier, delivering important messages (hormones) to keep everything running smoothly.

But chemicals like synthetic fragrances and artificial colors can send fake messages, confusing your body and causing problems with growth, digestion, periods, and even cancer.

Some chemicals, called carcinogens (like formaldehyde and coal tar), are even worse because they are proven to actually cause cancer.

Heavy metals (like lead and arsenic) can sneak into makeup, building up in our bodies and hurting our brains—just like too much trash piling up in a city can cause big problems for everyone.

Not all colorants are created equal—some are harmful to people and the planet. Organic colorants are the most widely used colors in cosmetics, including most children’s products.

Organic colorants are like the bright and bold billboards in our cityscape, catching your eye with their vivid colors. Don’t be fooled by the word “organic” – in cosmetics, it refers to carbon-based, synthetic ingredients (often from petroleum or coal tar), not natural or farm-grown sources.

Some colors come from animals, like carmine, vibrant red pigment made from crushed beetles, or guanine, made from fish scales to add a shimmery, iridescent effect to cosmetics. While they might look pretty, it's cruel to harm innocent creatures.

The shimmer in many eyeshadows comes from mica, often mined in unsafe conditions involving child labor. While mica itself is safe, it’s as if the city's glittering lights are powered by hurting others. That’s why we only use ethically sourced mica or nature-identical alternatives.

Learning what’s in our products—and why it matters—helps us care for ourselves and the world around us. By helping kids understand our choices, we give them practice asking questions and making thoughtful decisions of their own as they grow.