Our promise
The Standard
We don’t make products — we choose them. Every product on Beautyforest must earn its place against two non-negotiable tests. Pass both, or it’s a no.
Look for the leafTwo tests. One without the other is a no.
No single box-tick earns a place. A product has to be both genuinely clean and genuinely proven.
- Test one
Clean & naturally derived
Built on naturally-derived ingredients and held to a defined, documented exclusion list — not a vibe. We don’t stock formulations that rely on the ingredients we choose to leave out.
- &
- Test two
Science-backed, proven to work
Efficacy you can trust — supported by published evidence, clinical or consumer testing, and peer-reviewed actives. We say “helps” and “supports” because that’s honest.
How we vet
Every product goes through the same checks before it ever reaches your basket.
Read every ingredient
We review the full INCI list against our exclusions — line by line, not just the marketing on the front of the bottle.
Check the evidence
We look behind the headline claims for published studies, clinical or consumer testing, and actives with real data.
Earn the leaf
Only then does a product earn the leaf badge — and we remove it the moment it’s reformulated or the evidence lapses.
What we leave out
Our exclusion list is documented and applied to every formula. If a product depends on these, it doesn’t make the cut.
- Parabens
- Sulphates (SLS/SLES)
- Synthetic fragrance
- Phthalates
- Mineral oil
- Microplastics
- Formaldehyde releasers
- Drying alcohols
- Animal testing
- 2non-negotiable tests, every product
- 100%vetted before they’re listed
- 9+ingredient groups excluded
- 0tolerance for tired claims
Questions, answered
Does “clean” mean 100% natural?
No — and we won’t pretend it does. “Clean” here means naturally-derived where it counts and held to a documented exclusion list. A safe, well-studied synthetic can be the better choice; a “natural” irritant isn’t a free pass.
Who decides what passes?
Our team reviews every formula against the same two tests and the same exclusion list. It’s a written standard, not a personal opinion — so it’s applied consistently across every brand we carry.
What if a product is reformulated?
It’s re-vetted. If a new version breaks the standard or the evidence lapses, the leaf is removed and we stop stocking it until it passes again.
Do big-name brands get a free pass?
Never. Reputation doesn’t earn the leaf — the ingredient list and the evidence do. Plenty of famous products don’t make our shelves.
Shop with confidence
Every product you’ll find on Beautyforest has already passed The Standard. Just look for the leaf.