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What it is and why now.

DIRTY30

It's 2025, and our skin deserves clean toxin-free care. Your skincare should not be your hormone replacement therapy, however, we noted that most of our everyday favorites have labels filled with toxins. At eluxier we are on a vigil to keep them away and our list is only getting longer.

The skincare industry uses around 80,000 ingredients (a rough estimate, as of 2023) and around 80% of those ingredients have never been evaluated for their safety, toxicity, or incremental bioaccumulation (their presence in bloodstream after each exposure)

Over the last two decades, innovations in the personal care ingredients have truly revolutionized. This is both, good as well as concerning. On one side we received safer ingredients based on natural raw materials (as an alternative to previously used toxic ingredients), while on the other side, to create a pleasing and comfortable skin feel, we have made ingredients that are non-functional and even toxic to humans, animals, plants, and the environment.

When we products claiming "Paraben free", "Sulfate free" etc. we hope that these products are made safe. However, there are always other harmful ingredients hiding in the label. We deserve clean, safe and effective skincare, however, we still find harmful chemicals in all the products around us.

On the pursuit to create safe and clean-label skincare, we have eliminated 30 types of harmful chemicals, the DIRTY30, that are either proven toxins, or there is too little data to call they are safe. We don't and won't use these ingredients in our products and recommend that the skin enthusiasts should watch them out as well.

Microplastics

Silicones

Chemical UV Filters

Synthetic Preservatives

Organic Solvents

Synthetic enhancers

Synthetic emollients

Heavy Metals

Retinol compounds

Refined Oils

Synthetic Colours and Dyes

Toxins of fragrances

Aluminium and derivatives