A Healthy Beauty Standard for People and Planet
We ensure that every product meets our high standards, considering its full journey, including lifecycle impact, brand values and environmental stewardship.
At Beauty Heroes®, we believe that it’s possible to live lighter, live better. Our vetting process goes beyond ingredients; it extends to the companies we partner with, our stance on sustainable beauty packaging, ethical sourcing, social impact, and environmental stewardship.
Our commitments are fueled by an ever-deepening understanding of the impact our products have on both personal health and the environment. As we learn, we evolve—constantly refining our criteria to align with our mission of connecting you with the healthiest, most sustainable products available. This dedication ensures that every choice we make stays true to our values and your well-being.
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Values Lead The Way
How do we select the brands we carry at Beauty Heroes?
Our first step in evaluating a partner is to determine if their values align with ours.
This qualitative assessment involves evaluating whether a brand is:
Good for People
Ingredients meeting the highest ingredient standard for people. We curate brands to serve a diverse client and community.
Ethically Sourced
From botanicals to biotech, we work with brands that understand the importance of organic and ECOCERT and other metrics for responsibly sourced ingredients.
Consciously Packaged
Our brand partners are constantly pushing the boundaries of planet conscious packaging, adopting new formats and minimizing virgin materials.
Cruelty-Free
Brands we work with never test on animals and ethically source non-vegan ingredients like honey and beeswax.
Committed to Transparency
We understand the prevalence of green and clean-washing. We work with brands who make accurate claims that can be verified.
Leading Edge
We work with leading-edge brands who are actively working to create more sustainable beauty + wellness products.
Silicone and Microplastic Free
Our ingredient standard includes environmental safety. We don’t allow non-biodegradable ingredients that harm ecosystems including silicones, synthetic acrylates and petroleum-derived ingredients.
100% Synthetic Fragrance Free
A leading cause of allergic reactions and hormone disruption and notoriously lacking transparency, synthetic fragrance is not allowed.
Our Ingredient Commitment
At Beauty Heroes®, we understand that there is no universal standard for clean beauty. It’s a personal choice to decide what we put on and in our bodies. That’s why we meticulously evaluate each cosmetic ingredient to ensure truly healthy beauty.
Our ingredient selection is guided by a commitment to safety for both our bodies and the environment.
Our first step is to eliminate ingredients that are harmful to human health, including those that have been banned by the European Union, Canada, and Japan, where they consistently evaluate and regulate cosmetic ingredients. Next, we screen out ingredients that aren’t readily biodegradable, including petroleum-based substances, silicones, acrylates, and synthetic fragrance.
The list of ingredients we do not allow is long. In order to present our standard efficiently, we’ve identified groups of ingredients and individual ingredients we do not allow on our Harmful Ingredients page here.
Beauty Packaging Guidelines
Beauty packaging is evolving rapidly, and while there’s still much to do, we prioritize brands that make conscious choices.
Here's
What We
Look For
Minimal, Functional
Packaging
We avoid excessive packaging
for purely decorative purposes, and ‘sustainable’
packaging that functions poorly.
Both of these are wasteful.
Post-Consumer
Materials
We specifically ask and work with brands who are using
recycled plastic, glass, and aluminum.
Reduced
Virgin Plastic
If a brand must use plastic,
they must incorporate post-consumer
recycled plastic.
Accurate Labeling
No false claims
of recyclability or
compostability.
Refillable Packaging
Only when it
makes sense and offers
long-term benefits.
Zero Excess
Plastic
Especially in gift and
multi-product sets.
Low-Waste
Packaging
We seek to be
early adopters.
Our Stance on Single-Use Products
We do not carry or accept single-use samples, sachets, sheet masks, or wipes. While we recognize the sales potential of sampling, the resulting waste is substantial and unrecoverable. Instead, we offer multi-use trial and travel sizes where it makes sense, such as for certain hair care products and fragrances.
Our Partners in Sustainability
Through these partnerships, we remain at the forefront of transparency and sustainability advancements.
We work with Bluebird, a leading climate technology company, to evaluate the carbon footprint and recyclability of beauty packaging. This partnership allows brands to assess and improve their packaging sustainability and communicate transparently.
Beauty Heroes is the first U.S. retailer to partner with Provenance®, a platform verifying sustainability and social impact claims. With 29 brands already verified and more added monthly, we invite you to explore Provenance® on our product and brand pages to see our commitment to combating greenwashing.
Beauty Heroes is partnered with The Good Face Project to make our complete ingredient standard available to brands and formulators. We also use this platform ourselves to ensure formulas meet our ingredient standard.
As a member of the PACT collective, we pro-actively educate on and collect unrecyclable beauty packaging.
We work with environmental and social impact enterprise rePurpose Global to offset one pound of plastic with every order placed at Beauty Heroes.
