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Our standards

We omit a large portion of ingredients from the products we stock including:

  • Aluminium Chlorohydrate & Aluminium Zirconium Compounds

  • Animal Musks

  • BHA & BHT

  • Chemical Sunscreen Filters

  • Coal tar ingredients

  • Cyclic Silicones

  • DEA / MEA

  • EDTA – discouraged for environmental impact

  • Formaldehyde & releasers

  • Hydroquinone

  • Methyl Cellosolve / 2-Methoxyethanol

  • Methylchloroisothiazolinone & Methylisothiazolinone 

  • Nitromusks & Polycyclic Musks

  • Parabens

  • PFASs or PFCs - no intentional use in formulas 

  • Petrolatum and Paraffin – mostly avoided, with potential exceptions for cleaner cosmetic versions where no PAH trace contamination.

  • Phthalates

  • Polyacrylamide

  • Resorcinol

  • Toluene

  • Triclosan & Triclocarban

  • Vinyl chloride

*ingredient lists can change without our knowledge, please reach out if you have any concerns or questions. 

Ingredients you might be wondering about:

Synthetic vs. Natural Ingredients: You will of course find many natural and organic ingredients in our products, however, we are not an 100% natural store and we don’t believe that just because an ingredient is synthetic it is “bad”. Many ingredients are made in a lab like Ascorbic Acid (Vitamin C), Hyaluronic Acid, Peptides etc. and these are well-loved safe ingredients to formulate effective skincare with.


Phenoxyethanol: You won’t find this ingredient featured commonly throughout our product range as we are mindful of it, however, we don’t have a blanket ban as we prefer to judge a formula holistically. In rare cases, if a brand we really love does use it as part of a well-designed preservative system (an adequate preservative system is essential for product safety) and all other ingredients meet our standards we may consider it if the concentration is confirmed below 1%.


This limit has been established as safe through studies conducted by the EU Scientific Committee on Consumer Safety (SCCC), which also found that Phenoxyethanol is rapidly metabolised by the body and not considered bioaccumulative.


Titanium Dioxide:  We stock products containing cosmetic-grade non-nano titanium dioxide. For those wishing to avoid titanium dioxide entirely, please explore our dedicated titanium dioxide free range, Omiana Beauty. Our research suggests that titanium dioxide is not of worry when it is in liquid or cream formulations but understand that the concern lies mainly with inhalation via powder products. Unfortunately, when it comes to makeup, there are very few brands that are available without titanium dioxide at this point in time, but we are always keeping an eye out.


Fragrance: While you won’t find synthetic fragrance in vast majority of our categories, in the Fragrance category we do allow some Perfume brands that use a mix of botanical, naturally derived and synthetic fragrance compounds. Where synthetic fragrance components are used, we ensure that they are free from ingredients such as phthalates and meet relevant safety standards. For customers wishing to avoid fragrance altogether, we also stock many essential-oil free and fragrance-free skincare lines.


Synthetic Pigments: Only where there is a colour function. While most of our brands utilise mineral pigments, we allow synthetic pigments formulated without coal tar in lip products or colour cosmetics where all other ingredients meet our standard, and the function of the product is to impart colour.