We use natural and organic ingredients in many of our products. However, natural ingredients ONLY make the cut if there is proof that it adds value to the product and is a benefit for the skin. There are many natural ingredients that we avoid in our formulas because they can be sensitizing. We do not add natural ingredients simply for marketing potential. Not all synthetic is bad, not all natural is good. Bio-actives and peptides are created in labs and we are delighted to have them in our formulas. For optimal skin health, any ingredient that causes inflammation or irritation should be avoided, regardless of its natural or synthetic status. Research guides our ingredient decisions and we ask, is it safe and as importantly, effective? We call it Smart Beauty.