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Introducing

THE CLEAN GUIDE

Being clean is about more than just switching to safer beauty–to us, it's a lifestyle. Meet the
brands and businesses that inspire us daily with their commitment to transparency,
quality, and integrity. Go ahead and get acquainted…we promise we won’t be jealous.  
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ELLIS BROOKLYN
When New York Times beauty writer Bee Shapiro became pregnant in 2013, she couldn’t find a fragrance brand that met her higher standards, and so Ellis Brooklyn (named for her first daughter) was born.
VIRTUE LABS
Dr. Luke Burnett was leading a regenerative medicine lab, working to heal burn wounds with the protein keratin. When an intern asked whether his trademarked ingredient, Alpha Keratin 60ku™, would work on hair…Virtue Labs was born.
BRIOGEO
Nancy Twine has been formulating hair products from basic ingredients since the age of five, when she would help her grandmother whip up homemade hair care. The line she founded in 2013, Briogeo, is an extension of that family tradition.
PLAYA
Hair care, but make it beachy. We love that this sophisticated line offers its own recycling program, aimed at preventing new plastic production and minimizing the plastic waste on our beaches.
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RAHUA
Named for its hero ingredient—nourishing rahua oil—this hair-care brand is beloved for the carefully chosen ingredients in its luxurious products. (Fun fact: our CEO Gregg Renfrew is a fan of their Voluminous Shampoo.)
HENRY ROSE
After becoming wary of underregulated ingredients in personal-care products, actress Michelle Pfeiffer founded Henry Rose, a collection of Environmental Working Group-approved fragrances committed to transparent labeling.
PHLUR
This luxurious fragrance brand doesn’t just make luxurious scents and candles—it’s a certified B Corp (like us!) and was named a 2019 Best For The World honoree by B Lab for its community efforts.
THE 7 VIRTUES
Before The 7 Virtues was a fragrance brand, it was a book. Journalist-turned-founder Barbara Stegemann published The 7 Virtues of a Philosopher Queen in 2008—with the aim of empowering women to harness their buying and voting power.
033120 CLEAN GUIDES LANDING PAGE GLOSSARY DESKTOP IMAGE 02
033120 CLEAN GUIDES LANDING PAGE GLOSSARY DESKTOP IMAGE 01
Icon Beauty

BEAUTY


RAHUA
Named for its hero ingredient—nourishing rahua oil—this hair-care brand is beloved for the carefully chosen ingredients in its luxurious products. (Fun fact: our CEO Gregg Renfrew is a fan of their Voluminous Shampoo.)
HENRY ROSE
After becoming wary of underregulated ingredients in personal-care products, actress Michelle Pfeiffer founded Henry Rose, a collection of Environmental Working Group-approved fragrances committed to transparent labeling.
PHLUR
This luxurious fragrance brand doesn’t just make luxurious scents and candles—it’s a certified B Corp (like us!) and was named a 2019 Best For The World honoree by B Lab for its community efforts.
THE 7 VIRTUES
Before The 7 Virtues was a fragrance brand, it was a book. Journalist-turned-founder Barbara Stegemann published The 7 Virtues of a Philosopher Queen in 2008—with the aim of empowering women to harness their buying and voting power.
033120 CLEAN GUIDES LANDING PAGE GLOSSARY DESKTOP IMAGE 02
ELLIS BROOKLYN
When New York Times beauty writer Bee Shapiro became pregnant in 2013, she couldn’t find a fragrance brand that met her higher standards, and so Ellis Brooklyn (named for her first daughter) was born.
VIRTUE LABS
Dr. Luke Burnett was leading a regenerative medicine lab, working to heal burn wounds with the protein keratin. When an intern asked whether his trademarked ingredient, Alpha Keratin 60ku™, would work on hair…Virtue Labs was born.
BRIOGEO
Nancy Twine has been formulating hair products from basic ingredients since the age of five, when she would help her grandmother whip up homemade hair care. The line she founded in 2013, Briogeo, is an extension of that family tradition.
PLAYA
Hair care, but make it beachy. We love that this sophisticated line offers its own recycling program, aimed at preventing new plastic production and minimizing the plastic waste on our beaches.