Our Mission
Be Both Clean and Green™
We care about the planet, nature, and you™ and know that none is mutually exclusive. Our all–in–one, biodegradable formulas are designed to avoid unnecessary ingredients and provide
simple, clean formulas in easy to recycle packaging.
We want to make "Natural" relevant again. We believe you can look good and feel good while still being Eco–Conscious.
We use Green Chemistry to develop our products to maximize the use of natural ingredients. We use single material packaging (aluminum bottle & cap) to make recycling easier.
Twelve Principles of Green Chemistry
1. Prevent Waste
Design chemical syntheses to prevent waste, leaving no waste to treat or clean up.
2. Design Safer Chemicals and Products
Design chemical products to be fully effective, yet have little or no toxicity.
3. Design less Hazardous Chemical Syntheses
Design syntheses to use and generate substances with little or no toxicity to humans and the environment.
4. Use Renewable Feedstocks
Use raw materials and feedstocks that are renewable rather than depleting. Renewable feedstocks are often made from agricultural products or are the wastes of other processes; depleting feedstocks are made from fossil fuels (petroleum, natural gas, or coal) or are mined.
5. Use catalysts, not stoichiometric reagents
Minimize waste by using catalytic reactions. Catalysts are used in small amounts and can carry out a single reaction many times. They are preferable to stoichiometric reagents, which are used in excess and work only once.
6. Avoid Chemical Derivitaves
Avoid using blocking or protecting groups or any temporary modifications if possible. Derivitaves use additional reagents and generate waste.
7. Maximize Atom Economy
Design syntheses so that the final product contains the maximum proportion of starting materials. There should be few, if any, wasted atoms.
8. Use Safer Solvents and Reaction Conditions
Avoid using solvents, separation agents, or other auxiliary chemicals. If these chemicals are necessary, use innocuous chemicals.
9. Increase Energy Efficiency
Run chemical reactions at ambient temperature and pressure whenever possible
10. Design Chemicals and Products
to Degrade After Use
Design chemical products to break down to inoocuous substances after use so that they do not accumulate in the environment.
11. Analyze in Real Time to Prevent Pollution
Include in-process real-time monitoring and control during syntheses to minimize or elimiate the formation of byproducts.
12. Minimize Potential for Accidents
Design chemicals and their forms (solid, liquid or gas) to minimize the potential for chemical accidents including explosions, fires, and releases to the environment.
Originally published by Paul Anastas and John Warner in
Green Chemistry: Theory and Practice
(Oxford University Press: New York, 1998). http://www.epa.gov/
