Read it like a label, not a promise.
We don't pick products by who's paying to be featured. We read the full ingredient list, rate every ingredient on a public, EWG-style risk scale, and only stock what earns its place. Here's exactly how that works — and a real example, end to end.
Three risk levels
Every ingredient gets one of three grades, based on publicly available safety data — not a brand's marketing.
Low
Well-tolerated, low-hazard ingredients — water, humectants, most botanicals and conditioning agents.
Scores 10Mid
Use-rated: fine as formulated, but worth knowing — common surfactants, fragrance and fragrance allergens.
Scores 7High
Patch-test if sensitive — stronger actives and common allergens such as PPD, resorcinol or peroxide.
Scores 3How the screening score is set
Each product gets a single 0–10 screening score — a weighted average of its ingredients. Low-risk ingredients count for 10, mid for 7, high for 3. Add them up, divide by the number of ingredients, and you get the score on the badge.
It's a quick read, not a verdict. A long list of gentle botanicals can lift the average even when a couple of high-risk dyes are present — so the number is always shown next to the full risk breakdown, never on its own.
score =
(low×10 + mid×7 + high×3)
÷ total ingredients
Only what's actually true
"Free-of" flags only appear when the formula genuinely leaves something out. If a product contains sulfates or PPD, we say so — we don't borrow a claim from the front of the bottle.
One breakdown, end to end
This is the actual screening for SOOO Swim Shampoo — After-Swim Chlorine Care 500ml — the same table you'll find on its product page.
Every product, the same way.
Browse the shelf — each item carries its full, risk-rated ingredient list.
Shop the shelf