We’ve expanded our ingredient standards to cover 10,000+ banned or restricted ingredients, including 3,000+ that are outright banned.
That means more ingredients you don’t have to worry about — across every room of your home.
Our standards are designed to reduce exposure to ingredients linked to common health concerns — especially in products used daily, on skin, or around kids and pets.
Including phthalates, parabens, PFAS, and certain synthetic musks.
Restrictions on plastic content aimed at reducing exposure to microplastics and persistent polymers that don’t readily break down in the environment.
Stricter limits on known irritants like formaldehyde donors, harsh sulfates, and fragrance allergens.
Bans and limits on ingredients commonly associated with respiratory irritation — including ammonia, chlorine, quats, and high-VOC solvents in cleaning and home products.
Additional testing and tighter thresholds for heavy metals and impurities in sensitive categories like baby, food, wellness, and pet.
Our ingredient standards are modeled after European chemical safety approaches — known globally for their precautionary, science-based rigor.
In many categories, our standards go beyond baseline U.S. regulatory requirements by:
Many “clean” store programs rely on short exclusion lists — often limited to personal care. We apply one of the most expansive ingredient standards in retail, across every category we carry.
The goal: no label-decoding required — just confidence in what comes into your home.
