The RootsGuard Clean Standard™ is our formulation standard — the principles that guide how we select ingredients, what we generally avoid under our formulation standard, and how we think about what goes into our products. It is not a marketing label. It is how we actually work.

Radically Pure means every ingredient is selected for a clear purpose, not for aesthetics, fragrance, or cost. Both natural and lab-derived ingredients are evaluated against the same clean criteria: what it does, how it is understood to perform, and any known safety considerations. The formula as a whole is assessed, not just individual ingredients.

COSMOS and EcoCert represent a genuine commitment to cleaner formulation, and we respect what they stand for. They are where our baseline begins, not where it ends.

Some ingredients they permit do not meet our own criteria. Certain synthetic preservatives that are COSMOS-approved, for example, do not align with our formulation values. Processing-derived compounds that can carry contamination byproducts, regardless of their natural source, are something we generally avoid under our formulation approach. And natural ingredients that serve no active skin function, colorants, pigments, decorative minerals, petroleum-derived ingredients like mineral oils and paraffin, we generally exclude because an ingredient that cannot be justified by what it does for skin does not belong in the formula. Natural or not.

It is also worth noting that our standard moves in both directions. Where we use skin-identical peptides and certain lab-derived actives that COSMOS and EcoCert largely restrict, we make a deliberate choice based on our own formulation values. These ingredients are not natural in origin, but they are structurally identical to what skin produces naturally, well-researched, and selected for a specific skin function. We apply our own criteria, rather than deferring in either direction to what certification bodies permit or restrict.

Our standard is based on our formulation values. Not on what a certification body defines as acceptable.

RootsGuard is nature-first, not 100% natural — and the distinction matters. Our formulas are built on a natural base. Where a natural ingredient cannot reliably do the job — in terms of stability, consistency, or how the skin can use it — we may use lab-derived actives that are structurally identical to what skin naturally produces or recognises. All ingredients, regardless of origin, are evaluated against the same clean criteria.

Skin-identical ingredients are molecules structurally identical to compounds the skin naturally produces or recognises. Examples include ceramides that match what your skin uses to hold its barrier together, fermentation-derived hyaluronic acid, and skin-compatible peptides. We use these when skin-identical, backed by research.

Where a natural alternative exists that does the job equally well, we use it. We use lab-derived peptides when there is solid research supporting what they do, no plant-based alternative delivers the same result.

There is also an important argument for skin-identical ingredients when formulating for sensitive skin. Natural compounds carry their full botanical complexity, including compounds that can trigger reactions in susceptible individuals. Peanuts are natural. Citrus is natural. Latex is natural. All are common allergens. A skin-identical molecule, by contrast, is structurally defined — recognised by the skin rather than likely to provoke a response. We cannot anticipate every personal sensitivity, but choosing structurally defined ingredients where they exist may help reduces that risk.

Because natural origin does not determine usefulness or cleanliness. We generally exclude natural ingredients that add nothing to skin health — colorants, pigments, and decorative minerals that exist purely for aesthetics, and animal-derived ingredients that can be replaced with equally effective plant alternatives. We also exclude petroleum-derived ingredients — mineral oils, petrolatum, and paraffin — which, despite having a natural geological origin, offer no active skin benefit and carry contamination concerns. If an ingredient cannot be justified by what it does for skin, may not be aligned with the formulation.

We do not use synthetic fragrance in our formulations. The scent profile of every RootsGuard formula comes from natural botanical origin only — plant oils, extracts, and natural essential oils, each carrying their own natural aroma. Where EU cosmetics regulations require a fragrance blend to be declared as "Parfum" on the label, this applies equally to natural and synthetic blends. Any Parfum declaration in a RootsGuard product refers exclusively to a COSMOS-certified natural origin blend — not used as a synthetic masking approach.

Our preservation systems are selected based on our formulation standard, selected to protect the formula from contamination. All preservatives are listed by INCI name on every product label.

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A healthy skin barrier is not just a concern for sensitive skin — it is the foundation for how skin functions, stays hydrated, looks clear, and responds to what you put on it. When the barrier is compromised, everything else becomes harder. This is why barrier health guides every formula we develop.

Skin has a natural slightly acidic balance. When products disrupt this, even temporarily, it can affect how the skin feels, how it responds, and how well it holds moisture. We formulate to be compatible with this natural balance, unless there are specific products targeting a particular concern where a different pH is part of how the formula works.

We assess how our formulas interact with the skin's natural moisture balance — specifically whether they help the skin retain water rather than lose it. Ingredients that are known to compromise this are generally not aligned with our formulation standard. It is one of the more objective ways to evaluate whether a formula is genuinely skin-friendly, beyond how it feels on first application.

For selected hero products, we may conduct independent consumer usage studies to assess real-world performance over a defined period of use. Where we make a performance claim on a product page, it is supported by usage data or ingredient-level research. Where study data exists for a specific product, it is referenced directly in that product's description.

RootsGuard is for people who are mindful of what they put on their bodies and think carefully about ingredients — the same way they think about their food. People who read labels, ask questions, and want a brand that takes those questions as seriously as they do.

Yes. No animal testing is conducted as part of our product development process. Formulas are vegan wherever this does not compromise the formula. We require cruelty-free standards from our laboratory and supplier partners.

Not every RootsGuard product is formulated for sensitive or reactive skin. Each product is developed for a specific skin type and concern, and the compatible skin types are listed on each individual product page. We always recommend checking the product page before purchasing if you have sensitive, reactive, or compromised skin. What applies across our range is that our formulas are formulated without synthetic fragrance, phenoxyethanol, and silicones and much more under our current standard. We always recommend patch testing any new product regardless of skin type.

RootsGuard products are manufactured in laboratories operating in line with EU Cosmetics Regulation Regulation 1223/2009 requirements. All products undergo independent safety assessment before reaching the market.