Our guidelines go beyond current guidelines and they meet EU standards (European Union Standards) I hear a lot about .

Sephora Clean Standards so I did a little research and here is what I found. Clean at Sephora means that Sephora has vetted the product lines they carry. The companies that can put products on a Sephora shelf are free from over 50 questionable ingredients including sulfates (SLS & SLES), parabens, phthalates, mineral oil, formaldehyde & more. 

Sephora has given the skin care & cosmetic industry a great start, and we applaud them.

Enter some other “watchdogs” in the industry. Credo Beauty banned 2700 ingredients. They haveThe Credo Clean Standard – the roadmap, if you will, of restricted substances (see The Dirty List™), best practices for ingredient sourcing and manufacturing, and definitions of commonly used industry terms.

There is also theEWG Standard. This is the Environmental Working Group that is an American activist group that specializes in research and advocacy in the areas of agricultural subsidies, toxic chemicals, drinking water pollutants, and corporate accountability. It is a nonprofit organization.

How does TrūAura Beauty compare? TrūAura is microbiome-clean. In other words TrūAura is including pre & probiotics that nurture the microbes that live on our skin. Some 6,900 ingredients will never be found in our product line. If you are looking for non-toxic, clean and simple ingredient beauty products for your skin, you found it here. TrūAura is healthy food for the skin.