Did you know that nearly 1 in 4 beauty ingredients are still uncharacterized for safety? That means many “clean” or “natural” claims are based on marketing — not science.
In the upcoming year, let your beauty routine reflect your commitment to health and authenticity. Make a resolution to go truly non-toxic with the help of our quick guide to spotting truly non-toxic beauty brands (a.k.a. separating the real deal from the hype!):
1. Look for Full Ingredient Disclosure
Transparency is the first sign of trust. Brands committed to safety list every ingredient — not vague terms like “fragrance” or “proprietary blends.” If you can’t find a full ingredient list, take that as a warning.
2. Watch for These Red Flags
At the top of the list of products to avoid are any made with:
- Synthetic fragrances or “perfume/parfum”
- PEGs, polysorbates, or ethoxylated ingredients
- Parabens or formaldehyde-releasing preservatives
- Petroleum-derived mineral oils
- Chemical sunscreens like oxybenzone
Click here for a handy list of ingredients to avoid, including some of the top endocrine-disrupting chemicals.
3. Choose Companies That Avoid the Unknowns
“Clean” marketing means nothing if the ingredients haven’t been scientifically assessed. A recent 2025 KBDB (Know Better, Do Better) Ingredient Intelligence Report shows that 24% of beauty ingredients are still uncharacterized. Brands that intentionally avoid these unknowns, and instead choose well-studied, safer alternatives, are generally more trustworthy.
4. Look for Third-Party Verification (Not Just Buzzwords)
Certifications like USDA Organic can help, but the gold standard is when a brand goes beyond certifications and provides real evidence of safety.
5. Notice the Company’s Philosophy
A brand that truly cares about your health talks about:
- Ingredient sourcing
- Pure formulations
- Manufacturing guidelines
- Toxicology
- Environmental impact and sustainability
- Continuous improvement
… not just pretty scents and packaging.
6. Seek Out Independent, Non-Toxic Leaders
Pure Haven is the leading manufacturer of guaranteed toxin-free products, known for building its formulas from scratch using only fully transparent, non-toxic ingredients — not watered-down “clean beauty” versions of conventional formulas.
Ready to make your New Year’s resolution count?
Shop Pure Haven for non-toxic products that are truly as safe as they claim — because your New Year deserves only the best.