Shopping with Intention: The Clean Beauty Guide from The Woman Behind a Luxury Haircare Brand
By Lynn
Founder Of Masami
After spending 30 years in the ad agency world, Lynn was fed up with working for other people and wanted to do something bold that leveraged her experience. After meeting James and seeing his passion for making luxury hair care, it struck a chord with Lynn, so she decided to partner with James to bring these great formulations to life. Masami was born.
The Impact | The Masami Institute was set up to fund research on the ocean ecosystem in northeastern Japan where they harvest their mekabu.
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🗑 Throw out products that are old!
Many of us have loads of beauty products sitting in our cabinets, but they do expire, which can compromise quality and efficacy.
🌿 Know your ingredients
Clean beauty is tricky because there are so many different definitions. But start with the basics -- the ingredients that just about everyone agrees are not good for you or the environment: sulfates, parabens, and phthalates.
🙅🏽♀️ Don’t Sacrifice Performance
You shouldn't have to choose between clean beauty and performance! Some clean beauty brands get a bad rap for being poor performers, but technology has evolved so much that there are great, high-performing and clean options on the market (like Codex skincare). Seek out reviews to find clean beauty that really works.
🌼 Know Your Fragrances
Fragrance can be a culprit for toxicity but all fragrances are not necessarily bad. Because of the labeling requirements in the US, brands don't need to spell out what's in their fragrance. But many brands do (like MASAMI), so look for fragrance that's naturally-derived and phthalate-free.
💇🏻♀️ Don't forget your hair!
Even though your hair is technically dead, you still rub your shampoo and conditioner into your scalp (one of the most absorbent parts of your body) and haircare products in the US often have toxic ingredients. Clean haircare is important too!