OUR DEFINITION OF CLEAN ISN’T NEW. THAT’S THE POINT. Instead, it’s grounded in the work our founder, Gregg Renfrew, pioneered 15 years ago with The Never List® and the Blueprint for Clean™. You may know it as the first. We know it as the best. See the Blueprint for Clean™
We ask a lot of questions.
We do a lot of homework.
We're still fun at parties.
What Stays Out
3,300+ ingredients with credible concerns.
Before we formulate with any ingredient, it has to clear 23 health or safety endpoints. Call us picky, but that’s kind of the point.
What Goes In
Only ingredients with a job to do.
No freeloaders in our formulas. If it’s there, it has a purpose.
Tested, Then Seconded
By people who don’t work for us.
We use independent third parties to double-check our work. The FDA doesn’t require it, but we like to be sure.
Full Disclosure
What you see is what you get.
We list every ingredient in every formula, right where you can see it. Because you shouldn’t have to go digging. Plus, we think our ingredients are pretty great.