We don’t just formulate for dryness, we test our products to ensure they actively address its most common root causes. Every formula is evaluated to meet the Environment-Smart Standard™, a benchmark we hold ourselves to so your skin and hair never have to settle for short-term fixes or surface-level comfort.
Dryness and damage doesn’t have a single cause, so our testing doesn’t have a single focus. Each product is evaluated under real-world conditions that reflect the key stressors known to deplete hydration and damage the skin barrier, including:
Hard Water Exposure - Which disrupts pH balance and leaves a drying mineral residue on skin and hair.
Urban Pollution - Including airborne particles and oxidative stress that degrade the skin barrier and strip moisture.
Lifestyle Stressors - Such as regular makeup wear, frequent air travel, harsh cleansers/over-exfoliation, blue light exposure, dehydrating diets (caffeine, alcohol, low water intake) and sleep deprivation.
Seasonal Extremes - Like low-humidity winter air and overheating, both of which impair the skin's ability to hold moisture.
Compromised/Fragile Hair - Hair subjected to frequent hair dyeing/heat styling, exposure to hard water, harsh weather conditions and naturally dry hair types.
HOW WE TEST
Formulas are evaluated for both efficacy and skin/hair compatibility.
To pass the Environment-Smart Standard™, a formula must:
Show measurable improvements in hydration in lab testing.
Show no signs of irritation potential.
Prove its performance when exposed to multiple environmental stressors such as pollution, UV, and hard water.
PROVEN, NOT JUST PROMISED
Our testing ensures that every product isn’t just ‘hydrating’ in theory, it’s scientifically proven to help support skin and hair under the most common damage-inducing environmental stressors. That’s why you’ll see the Standard across our range - it's our way of saying your dryness has met its match.
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