Our Good Ingredients Promise
With so many options and a lot of 'greenwashing' these days, trying to choose a natural product can be seriously confusing.
How do you know if you're making the right choice for you and your family's health? Not to mention the health of our precious planet.
Our Good Ingredients Promise removes the guesswork, so you always know you’re making a better choice.
Our entire range of natural products are free from any harmful chemicals or activities that don’t meet our strict criteria for what a truly natural product should be.
Yep, that means no nasty chemicals, no environmental pollutants, and no testing on those cute little bunnies. Just better choices, for you and the world.
Our Red List
We don't stock any products with these ingredients
We're continually researching ingredients to provide the highest standards to you. Our Red List contains ingredients that, in our view, are proven to have negative impacts on human and/or environmental health. We won’t accept these ingredients in any products we sell.
- No animal testing
- No BHA or BHT
- No harmful chemical UV absorbers
- No DEA, MEA, TEA
- No DEET
- No formaldehyde or formaldehyde
Hair dyes are an exception to our Red List, as there are simply no 100% natural and effective options available. As an occasional use product, we choose to stock Tints of Nature dyes as we believe these are the cleanest and most ethical hair dyes available. Tints of Nature dyes are 100% free of ammonia, resorcinol, parabens and hormone disrupting phthalate fragrances. They do however still contain MEA, PEGs and Sodium Lauryl Sulfate (in lightening products only) which are otherwise on our Red List. For a 100% natural hair colour option, check out our pure Henna plant powders. We highlight this so you’re aware and have a choice. For more info, read the What You Need to Know About Natural Hair Dyes article on our blog.
We choose not to stock products that contain ‘first generation’ artificial sweeteners, including:
- Aspartame (951)
- Cyclamate (952)
- Saccharin (954)
From our extensive research, there wasn’t sufficient evidence to restrict ‘second generation’ artificial sweeteners. Therefore, we do stock products that may contain these artificial sweeteners, including:
- Acesulfame K (950)
- Sucralose (955)
- Neotame (961)
If you want to avoid artificial sweeteners altogether, you can shop our Artificial Sweetener Free range.
OUR SUGAR POLICY
As part of our Good Ingredients Promise, it’s important to us that we set criteria that will guide our product range on the level of sugar contained in each product.
Sugar is an increasing issue in our modern world, with many non-communicable diseases being caused or associated with modifiable risk factors like diet and exercise. Sugar is hidden in many foods that appear healthy, making it difficult for even the most discerning consumer to keep their daily added sugar intake under World Health Organisation recommendations.
‘Free sugar’ is the sugar that is added to foods for flavour, and fruit juices/syrups/honey. It does not include the sugar that is intrinsically found in natural foods like whole fruit and vegetables, and non-processed dairy products.
In 2015, the World Health Organisation set guidelines for sugar intake based on weighty evidence with the objective of helping to reduce the risk of non-communicable diseases by a reduced intake of sugar.
The overall recommendations are that free sugar should be less than 10% (50g/12 teaspoons), but if possible to less than 5% (25g/6 teaspoons) of the total diet intake for adults.
To give some context, an average supermarket 30g muesli bar contains anywhere from 5 – 15g (1-4 teaspoons) of sugar per bar, which, shockingly is not much different to a serving (25g or 4 squares) of Cadbury Dairy milk chocolate which contains 14g (3.5 teaspoons) of sugar.
We have devised a Sugar policy based on NZ and international guidelines to assist with better choices for customers when it comes to supplements or every day foods, where sugar may be hidden. We will only stock products that meet these guidelines:
15g per 100g if added sugar. 17g per 100g if only fruit/honey used as sweetener.
Gummies / chewable supplements
4g per serve
Muesli bars / snack bars
30g per 100g unless no added sugar, then 40g per 100 g but must have a minimum of 10g per 100g of fibre
5gm added sugar per 100gm
This policy does not include:
- Honey, because it is a food that is eaten in small amounts
- Sugar products, for example coconut sugar
- Chocolate, chocolate covered products, and chocolate drink mixes are excluded as these are ‘treat foods’ which should be eaten appropriately
- Lozenges, because sugar is required for the creation of a hard lozenge. These should not be over-consumed, and instead with awareness of the sugar content.
- Syrups, because sugar is required to create a syrup. These should not be over-consumed, and instead with awareness of the sugar content.
We’re continually reviewing our Red List based on new research and understanding – we expect to update this over time as we strive for constant improvement. We also rely on our supplier partners regarding correct reporting of ingredients and processes, so we can make informed decisions about which products meet our Good Ingredients Promise. We take this seriously, and have made every effort to ensure our products meet the standards we’ve outlined.