Hi Sarah,
Thanks for your comment. It’s great connecting with people out there who are on that same wave length, but also go further to raise awareness and educate (like it looks like you’re doing with Naya!)
I felt this article had to be written, because the marketing slogan of “green cosmetics” is becoming more like a joke than authenticity.
And I am on board with what you said. It’s more than turning around the label (and putting the responsibilities into the consumers hands) but about company’s and brands and the whole industry as a whole working towards safer products.

As ultimately, we want the consumer to feel empowered to achieve lasting-results!! YES PLEASE!

We absolutely agree, that people, consumers need to turn around that bottle and read the full INCI list. Unfortunately, the list of ingredients on beauty products read like a language test at best of times, requiring a dictionary or MSc in Chemistry / Biology to decipher unpronounceable words. It can be daunting but we think it’s important to know or develop an understanding of the ingredients present in the products you’re using daily as there are resources available. However, what we also discovered is that a lot of brands actually only have the INCI list on their packaging, and not on the label as per EU regulations, making it even harder for consumers to empower themselves. So it is not only about flipping the bottle, but also we as brands becoming more transparent and put the consumer at the heart of what we do. As ultimately, we want the consumer to feel empowered to achieve lasting-results.