Our selection criteria

This is how we select our brands, but also the products within brands we work with.

The compositions

The formulas of each product must be irreproachable (see our blacklist of ingredients). Thus, if one of our brands offers a product whose compositions are not in line with our requirements, this product will not be included in our assortment. This is particularly the case for the brand Les Secrets de Loly, from which we have only selected products with 100% clean compositions: we therefore do not offer all of the brand's products.

Brand ethics

Sourcing of ingredients, good treatment of staff, transparency, sensible marketing, no green washing, is the brand part of a large conglomerate, etc.

Product effectiveness

The composition may be clean, the brand ethical, but does the product meet our quality requirements? Are the results convincing? Is the application simple?

The relevance and usefulness of the products

This is to avoid passing fads and overconsumption. Do we really need yet another step in a facial routine? Is this infrared toe mask really useful?

The packaging

We place great importance on the packaging, wrapping and over-wrapping of items. We favour brands that work on their ecological impact and have a continuous improvement approach.

The origin

A brand may be European, but the ingredients that make up its formulas may come from the four corners of the planet. We therefore think about the global impact of our offer. A New Zealand brand like Antipodes, which mainly uses ingredients from New Zealand, and which ships all its products to Europe by boat, is a brand with which we have decided to work because its global footprint will be more interesting than certain so-called local brands whose sourcing is done partly in China, Africa and other countries. (see our approach to Clean Beauty)