WHAT IS CLEAN BEAUTY?

Clean Beauty. Defined.

Our mission is to define a new standard of clean beauty and we do so according to our principles and values. Put simply, we believe that every ingredient used must come from a natural, ethical and sustainable source. We avoid all synthetic ingredients, we never bulk a product out with materials such as polymers, vinyls and acrylics. We treasure and value every plant, animal and ecosystem, so are vegan and accredited. Clean to us, means next level luxury and performance earned from plant stem cells with clinical results.

CODE OF CONDUCT

CRUELTY FREE

None of our products are tested on animals, ever. Approved by LeapingBunny.org

VEGAN-FRIENDLY

The Vegan Society has checked and approved our products for vegan certification.

NUTRITIONAL FORMULAS

Our formulas are made using plant-based, nutritionally active ingredients that are clinically proven.

ALL NATURAL

All our ingredients are plant based as nature intended and harnessed to deliver results, naturally.

ACTIVE INGREDIENTS

Active ingredients perform at a cellular level to energise your skin’s metabolism with clinically proven results.

SUSTAINABLY MADE

Our entire eco-system, from plant to product, revolves around sustainability.

THE UNACCEPTABLES

All Romilly Wilde products are formulated without the ingredients found on our ‘Unacceptable List’. Whilst these ingredients are legally allowed in the EU / USA for cosmetics, they are widely shunned by natural formulators and those committed to following emerging Clean Beauty standards, such as that of Credo, a specialist retailer of clean beauty products in the USA.

OUR STORY SO FAR

FROM OUR INCEPTION

Romilly Wilde’s ethos has been clear – to create an unequivocally clean skincare line that is without compromise. Using plant-based, nutrient rich formulas that metabolically activate and encourage skin cells to restore, recover and renew, resulting in vibrant and glowing skin.

OUR MISSION

To take luxurious clean skincare to an unparalleled level using the latest expertise in modern, natural cosmetic science and production. As a company, we strive to constantly evolve and seek sustainable and innovative solutions in our packaging, production and formulas – from farm to bottle, to our customers.

WHAT WE PROMISE

Highly efficacious, nature derived formulas that always reject synthetic materials or preservatives of any kind. This attitude and commitment to clean, conscious, and no compromise exemplifies a new language in luxury skincare, that proudly defines “clean beauty.”

UNACCEPTABLE INGREDIENTS:
  • Aluminium & Aluminium Salts

    Not normally used in skin care. We make an exception of aluminium oxide which is insoluble in water and not a source of exposure to aluminium.

    Animal Products

    Romilly Wilde offers Vegan Society certified products for those who want to avoid all animal products and derivatives. Animal by-products, which do not harm the animal, are acceptable for certain products in the range. We allow the use of bee-derived ingredients where these are sustainably and humanely sourced, such as honey or beeswax.

  • BHA (Butylated Hydroxyanisole) / BHT (Butylated Hydroxytoluene)

    Synthetic product anti-oxidants which have been linked to cancer, skin irritation and hormone disruption. We prefer to use non-GMO tocopherol (Vitamin E) or rosemary extract to naturally protect our products from rancidity.

  • Chemical Sunscreens

    Romilly Wilde does not currently offer a product to specifically protect against UV radiation but would never formulate with chemical sunscreens.  Physical (inorganic) sun protection ingredients, which are generally approved for natural cosmetic standards are allowable for future developments i.e. Zinc Oxide and Titanium Dioxide.

  • EDTA

    Synthetic EDTA (Ethylene Diamine Tetraacetic Acid) and its salts Disodium EDTA, Tetrasodium EDTA etc. are widely used as chelating /sequestering agents, i.e. they bind to heavy metal ions and inactivate them which helps the preservative to work better. Concerns around this material are its poor biodegradability and environmental impact so we use natural alternatives.

  • Ethanolamines

    Examples include diethanolamine (DEA), triethanolamine (TEA) and monoethanolamine (MEA).

  • Ethoxylated / Alkoxylated Ingredients

    Surfactant and emulsifier ingredients that are produced using Ethylene Oxide (EO) or Propylene Oxide (PO) which can be contaminated with unacceptably high levels of a known carcinogen 1,4-dioxane. This category also includes PEGs. Whilst responsible manufacturers ensure acceptably low levels of 1,4-dioxane, in accordance with EU regulation, Romilly Wilde avoids these synthetic ingredients preferring to use plant based, renewable alternatives.

  • Formaldehyde / Formaldehyde Donors

    Whilst formaldehyde is rarely used as such, formaldehyde donor preservatives are still legally available but never used in Romilly Wilde products.

  • Palm Oil and Palm-Derived Ingredients

    Romilly Wilde seeks to use only natural ingredients that are palm-oil free or utilise sustainable palm oil sources.

  • Parabens

    Parabens have been subject of much debate in the scientific community. Being synthetic, with suspected health concerns, they will never be used in our natural products.

  • Petrolatum, Mineral Oil and other Petrochemicals

    We strive to avoid the use of any petrochemically derived or unsustainable raw materials.

  • Phthalates

    We do not use synthetic fragrances in our skin care and hence phthalates are excluded.

  • Propylene Glycol and other Glycols

    Romilly Wilde does not use synthetic glycols, although it is thought that only propylene glycol causes any issue to the skin of people who are sensitive to it. Propanediol and higher glycols produced by fermentation, and are hence sustainable, are acceptable.

  • Quaternary Ammonium Compounds

    Romilly Wilde will not formulate with ‘quat’ based preservatives or anti-microbials. Although not in current products, should no other suitable alternative exist, a few low risk naturally derived quats such as those based on Guar gum would be considered acceptable.

  • Retinol / Retinyl Palmitate (Vitamin A)

    All synthetic retinoid ingredients are avoided. Although Vitamin A (retinol) is known to be highly effective on skin it has known sun sensitivity and skin drying issues. Romilly Wilde believes in using high quality plant oils rich in a combination of vitamins, including natural retinol.

  • Silicones (Dimethicone and derivatives)

    These man-made ingredients have environmental issues and are replaced in Romilly Wilde products with plant-based emollients.

  • Synthetic Fragrance Materials

    Only high-quality essential oils are acceptable to fragrance Romilly Wilde skin care products.

  • Synthetic Colours

    Romilly Wilde products only ever have a colour due to the high content of natural active ingredients, such as seabuckthorn oil.

  • Synthetic Preservatives

    Romilly Wilde prefers to use formulation techniques that render the product self-preserving. Only in a last resort would we utilise safe (food grade) synthetic preservative systems generally accepted by the natural standards. Occasionally a raw material supplier may need to include a very low level of one of these preservatives to protect the precious natural ingredient from degradation. We are constantly working with our suppliers to encourage them to identify more sustainable options where this is possible.

  • Volatile / Cyclic Silicones (Siloxanes)

    These include the ring-structure man-made silicones with the INCI name Cyclotetrasiloxane (D4) (Cyclopentasiloxane (D5) – both already restricted in the EU, Cyclohexasiloxane (D6), and Cyclomethicone. Plant based alternatives are available where this functionality may be required.

  • Talc

    Due to concerns over purity of talc, Romilly Wilde prefers to formulate with sustainable plant alternative powders such as corn, tapioca or rice starch.

OUR CLEAN MUSE

“Every element of our brand comes from a vibrant source that is influenced by nature. We capture the power from plants to make a positive impression on your body for a skin changing range of clean beauty. The integrity of the plants life source is harnessed and isolated for this revolutionary skincare line. Your skin, your body, our world”.

SUSIE WILLIS, ROMILLY WILDE FOUNDER

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