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The Hero Edit

Introducing Free + True, Serious Skincare for the Green Gal on the Go

In our quest for what’s emerging and amazing in the world of healthy beauty, we have literally seen it all – from single SKU unicorn brands that make their mark with one very special product to intricate ranges inviting lavish, time-intensive rituals that promise transformative results. For those that meet our rigorous ingredient standards and …

Smooth Operator: Silicones in Skincare

Want that “silky smooth” texture from a serum? Or a luxurious “shine” from your haircare treatment? Chances are, you’re wanting that special something that silicones in skincare often provide. Silicones slid their way into our makeup, skincare, personal care, and even kitchen accessories and appliances, as early as the industrial revolution. Silicones in skincare are …

Meet STAMBA: The Brand To Lead The Whole Food Awakening

It’s the oldest cliche in the book, but it’s never been more true: We are what we eat. And what we’ve been eating, at least for the last several decades, has left many Americans undernourished, overweight and suffering from chronic conditions, from fatigue to auto-immune diseases to diabetes. As life force is depleted from our …

The Bakuchiol Buzz: All Hype or Hero-Worthy?

Happen to be looking for a single ingredient that gently and effectively boosts collagen, reduces fine lines, diminishes acne scars, brightens complexion and leaves skin feeling smooth and plump, with zero downtime? There’s a plant for that. It’s was one of the buzziest ingredients in 2019, and for good reason: Bakuchiol meets all the criteria …

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