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Our Standard: Beyond Clean Beauty

100+ banned ingredients and counting. When it comes to better beauty and body care, we go above and beyond.

flower petals, honey, ingredients

We believe what goes on your body is as important as what goes in it. That’s why our beauty and body care standards go beyond typical “clean beauty” claims.

Standards That Go Beyond Clean

  1. We ban 100+ ingredients commonly used in beauty and body care and counting. No need to look for a seal, label or aisle to find our best-in-class products.

  2. Our high standards apply to all beauty and body care products in our stores.

  3. Organic means something here. Organic claims on our body care products are required to be backed up by third-party certification.

Exclusively for Prime members in select ZIP codes.

We Care About Organics

In our Beauty and Body Care department, organic really means organic. There are no mandatory government standards for organic label claims on beauty and body care products, so we’ve created our own:

  • Personal care products making an organic claim on the front label must be third-party certified to either the USDA National Organic Standards or the NSF/ANSI 305 Organic Personal Care Products standard.

  • If the product does not have certification to one of the above standards, the product cannot have an organic claim on the front label of the packaging.

  • Products labeled “organic” are required to contain at least 95% organic ingredients and be certified to the USDA National Organic Standards.

  • Products labeled “made with organic X” must be certified to the USDA National Organic Standards and include at least 70% organic ingredients.

  • Products labeled “contains organic X” must be at least 70% organic and certified to NSF/ANSI 305, a consensus-based private standard for organic personal care products.

100+ Banned Ingredients and Counting

Our experts review the latest research on beauty and body care ingredients for many factors including possible impacts on the environment and human health. We’ve banned more than 100 typically used ingredients, including parabens, phthalates, formaldehyde donors, oxybenzone, PFAS and EDTA.

Banned Ingredients

2-Bromo-2-Nitropropane-1(and) 3-Diol

2-Propenoic Acid, 2-Menthyl-Methyl Ester, Polymer with Ethenyl Acetate and 2-Ethylhexyl 2-Proponeate

Acetone

Alcloxa

Aluminum Chloride Hexahydrate

Aluminum Chlorohydrate

Ammonia

Ammonium C6-16 perfluoroalkyl ethyl phosphate

Ammonium nonadecafluorodecanoate

Ammonium pentadecafluorooctanoate

Ammonium perfluorononanoate

Ammonium perfluorooctane sulfonate; ammonium heptadecafluorooctanesulfonate

Ammonium Xylene Sulfonate

AMP-acrylates/vinyl, isodecanoate crosspolymer

Benzalkonium Chloride

Benzethonium Chloride

Benzocaine

Benzophenone-3

BHA (Butylated Hydroxyanisole)

BHT (Butylated Hydroxytoluene) Butoxyethanol

C12-13 Pareth-23

C12-13 Pareth-3

C9-15 fluoroalcohol phosphate

Chlorhexidine digluconate

Chlorotrifluoropropene

Chlorphenesin

Cloflucarban

Coal tar

Cocamide DEA

Copper Disodium EDTA

Diacetone alcohol

Diazolidinyl Urea

Dibutyl phthalate

Didecyldimonium chloride

Diethanolamine (DEA)

Diethanolamine perfluorooctane sulfonate

Diethylhexyl phthalate

Dimethyl phenylbutanol

Dimethylmethoxy Chromanyl Palmitate

Disodium EDTA

Divinyldimethicone/Dimethicone Copolymer

DMDM Hydantoin

EDTA

Emu Oil

Equine Oil

Ethyl 2-cyano-3,3-diphenylacrylate

Ethyl trimethylbenzoylphenylphosphinate

Fluorosalan

Formaldehyde

Hexachlorophene

Hexylresorcinol

Hydroquinone

Imidazolidinyl Urea

Iodine complex with ammonium ether sulfate and polyoxyethylene sorbitan monolaurate

Iodine complex with phosphate ester of alkylaryloxy polyethylene glycol

Iodopropynyl Butylcarbamate

Isobutylparaben

Isododecane

Isoeicosane

Isopropylparaben

Lead acetate

Lidocaine

Lithium perfluorooctane sulfonate; lithium heptadecafluorooctanesulfonate

m-Phenylenediamine and its salts

Melanin

Mercury

Methacrylic Acid

Methyl Nicotinate

Methyl perfluorobutyl ether

Methyl perfluoroisobutyl ether

Methylbenzethonium chloride

Methylchloroisothiazolinone

Methylene bis-benzotriazoyl tetramethylbutylphenol

Methylene glycol

Methylisothiazolinone

Microbeads

Myristamide DEA

Nature identical flavors

Nonadecafluorodecanoic acid

Nonylphenoxypoly (ethyleneoxy) ethanoliodine

o-Phenylenediamine and its salts

Octafluoropentyl methacrylate

Octinoxate

Oleamide DEA

Oxybenzone

Paraformaldehyde

Pentafluoropropane

Perfluorodecalin

Perfluorodimethylcyclohexane

Perfluorohexane

Perfluorononanoic acid (PFNA)

Perfluorononyl dimethicone

Perfluorononylethyl carboxydecyl PEG-10 dimethicone

Perfluorooctane sulfonate (PFOS); heptadecafluorooctane-1-sulfonic acid

Perfluorooctanoic acid (PFOA)

Perfluorooctyl triethoxysilane

Perfluoroperhydrophenanthrene

Phenol

Phenylethyl resorcinol

Phthalates

Picaridin

Poloxamer 407

Poloxamer—iodine complex

Polybutylene terephthalate

Polyester-8

Polyethylene Terephthalate

Polyimide-1

Polymethyl Methacrylate

Polyperfluoroethoxymethoxy Difluoroethyl Peg Phosphate

Polyperfluoroethoxymethoxy PEG-2 phosphate

Polypropylene

Polyurethane-33

Potassium perfluorooctanesulfonate; potassium heptadecafluorooctane-1-sulfonate

Povidone-iodine

PTFE

Quaternium 15

Secondary amyltricresols

Sh-oligopeptide-1

Silver Citrate

Sodium Bisulfite

Sodium Dodecylbenzenesulfonate

Sodium heptadecafluorononanoate

Sodium Hydroxymethylglycinate

Sodium magnesium fluorosilicate

Sodium nonadecafluorodecanoate

Sodium Oxychlorosene

Sodium xylene sulfonate

Soyamide DEA

Synthetic Fluorphlogopite

TBHQ (tertiary butylhydroquinone)

Tetrasodium EDTA

Tetrasodium Etidronate

Toluene

Tosylamide epoxy resin

Tribromsalan

Triclocarban

Triclosan

Triple dye

Trisodium EDTA

Undeceth-11

Undeceth-5

Undecoylium chloride iodine complex

Vanillyl Butyl Ether

Our Favorite Beauty Suppliers With Purpose

We engage with many of our beauty and body care suppliers and participate in the journey with them. We help make alliances with our foundations, advise on our ingredient standards to improve formulations, onboard smaller regional and local suppliers to help them grow their brands and help showcase innovative ingredients and formulations. Learn more about some of our suppliers who are doing more below.

Alaffia

Profits from Alaffia body care products help raise funds for community projects in Togo, such as maternal health programs, building schools and planting trees.

Pacha Soap Co.

Pacha Soap is sold in bulk in our stores, eliminating the need for packaging. Every bar that we sell benefits clean water initiatives and economic ventures in developing countries. We've visited Africa to see the impact of these initiatives first-hand in Burundi — and we’ve also traveled to Peru to participate in the sustainable and regenerative practice used to harvest the plants that produce essential oils.

Good Soap

Available exclusively at Whole Foods Market, Good Soap is available in bulk and can be purchased without packaging. Proceeds from Good Soap help build kindergarten schools in Togo, Africa, where the ingredients for this soap are sourced. We've traveled to these communities to celebrate their openings, allowing us to see the direct impact of this work.

Cocokind Skincare

Cocokind founder, Priscilla Tsai, empowers women through the Cocokind Impact Foundation, her nonprofit organization that provides financial assistance and mentorship to women entrepreneurs.

Explore More