Our most comprehensive standards yet.
We’ve expanded our ingredient standards to cover 3,000+ banned ingredients.
That means more ingredients you don’t have to worry about — across every room of your home.
3,000+ banned ingredients for a healthier 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.
We ban or restrict ingredients linked to:
Hormone disruption
Including phthalates, parabens, PFAS, and certain synthetic musks.
Skin sensitivity & allergies
Known irritants like formaldehyde donors and preservatives linked to allergic reactions.
Indoor air & respiratory concerns
Ingredients commonly associated with respiratory irritation — including ammonia, chlorine, benzalkonium chloride, and aromatic solvents in cleaning and home products.
Informed by leading EU safety frameworks
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:
- Setting stricter ingredient exclusions
- Reviewing evolving scientific evidence as it emerges
Not just “clean” — comprehensively vetted
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.
