Three steps, in this order.
Below is the long version — the exact scale, the exact arithmetic, and one product taken all the way through it.
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01Screened
We read the ingredient list first.
Every formula is graded ingredient by ingredient against public safety data — the risk level, what each one is there to do, and what the formula leaves out.
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02Reviewed
Then we check it against real use.
We read what buyers actually report — what worked, what didn't, and who it wasn't for — and weigh that against what the label promises.
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03Awarded
Only then does it stand next to the category #1.
We put every pick beside the best-seller on Amazon and Olive Young, and show the gap — whichever way it falls.
No brand pays for a place here. Every score, every benchmark and every flagged ingredient is published on the product page.
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. Three-quarters of it is the ingredient safety average — low-risk ingredients count for 10, mid for 7, high for 3, divided by the number of ingredients. The remaining quarter is our curator score: a 0–10 read on how well we can stand behind the product — sourcing we've verified, formulation quality, and label transparency.
It's a quick read, not a verdict. The safety average can be lifted by a long list of gentle botanicals 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.
safety = (low×10 + mid×7 + high×3) ÷ total
score = safety × 0.75 + curator × 0.25
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 GDS Hair Dye Shampoo — Grey Coverage in 3 Minutes 250ml / 190ml — 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 shelfNothing to hide
Every ingredient, listed
Plain-English breakdown on every product page.
Screened selection
If we wouldn't use it, we don't sell it.
Ships from Korea
All orders ship directly from our Korea warehouse, worldwide.
Honest reviews
Real results — the good and the work-in-progress.