Go anywhere, search anywhere, and one may observe that there are obviously well over a thousand skin care brands on the market now. With so many choices, choosing the right skin care items may be a bit overwhelming. I am going to assist you to narrow down the options by applying a simple filter of what might be critical in selecting skin care products. We can remove most of the brands with checking that the products are from a brand that is; owned independently, are free of toxins, and are cruelty-free. These are important values that we all share and we all support from a brand.

Independently-owned brands are brands that have not received any external money in exchange for a percentage of control of the brand. These companies are usually known as Indie brands. There are numerous Indie brands around the market that run on a small basis because of their small size. Plus there are a few Indie brands that are forcing the action and have succeeded into a nationwide presence. There are also a few Indie brands that are pursuing the prize of being globally-traded. One such brand in the Indie vertical is Russell Organics. They are selling across all beauty channels from mass beauty to prestige. Russell Organics is also internationally distributed, with a publicly stated goal of being the first globally distributed Indie brand. If choosing an Indie brand be wary of non-disclosure of external investors. We have checked, and nearly all of the bigger so-called Indie brands has taken external investors.

The next criteria for selecting a good skin care product is it being toxin-free. What does this truly mean? There are thousands of synthetic ingredients, botanical ingredients, waxes, and extracts used to create products. A large percent of these ingredients may be synthetic chemicals which have been shown to be toxic to people and to the environment. Russell Organics is heading the Clean Beauty trend by never using harmful ingredients and by completely disclosing every ingredient in every product. Check for yourself. Check the labels. Do you see ingredients listed as perfume? Did you realize that perfume may have over 700 chemicals and you would not ever know which ones? Talk about a dangerous scenario. Did you ever enter into a room and smell a fragrance and at once have water eyes and start to sneeze? Those are the toxins that may be also be hiding in your skin care products. A wonderful resource to investigate on ingredients is Environmental Working Group which has made a robust compilation of ingredients and disclosed their toxicity.

The last criteria is the brand being cruelty free. What does cruelty free really mean? There is a lot of misinformation about the phrase. Let’s begin by clarifying that to be cruelty free, the product needs to be a vegan product. That requires no animal derived ingredients like dairy, honey, beeswax are never used in any product. That removes at least 95 percent of the brands in the market. The other issue for being cruelty-free is having not tested products on animals. All of the global mass beauty brands have conducted testing on animals. This chasing of profits at the expense of harming animals is not excusable and should not be supported by buying their products.

In natural beauty , these basic primary filters will help you to reduce down the list of choices to those brands that are deserving of your support. From there it should be an easy process of choosing the right skin care product for your skin type.