Ethos
Transparent shopping experience for a Conscious purchase
We have a responsibility to be as transparent as possible, especially towards our customers.
That’s why 23 St Beauty guides you through a conscious and simple shopping experience. Our goal is to provide you with all the information you need to choose the best natural & sustainable beauty products in just a few clicks.
The INCI.
100% Clean Beauty.
23 St Beauty is a benchmark in the Clean Beauty market.
All products in our catalogue do not contain any controversial ingredients that may be harmful to the skin, body, and enviroment.
To spread in a transparent way all the necessary information about the formulation of a cosmetic means to promote a more conscious and safe purchase.
Analyzing INCI is the first step during the selection process of a new cosmetic.
Every single ingredient is checked and then tested to ensure its efficacy.
During this phase, in addition to our experience, we also follow the guidelines published by Soil Association, Ecocert, NaTrue, USDA and other related regulatory bodies.
Here are some ingredients commonly found in cosmetics that you will NEVER find in our beauty products:
❌MINERAL OILS
They are derived from petroleum, a non-renewable resource.
❌PRESERVATIVES
Such as parabens, formaldehyde‐releasers and antimicrobials.
❌PEG and PPG
Potentially harmful emulsifiers.
❌SLS e SLES
Harsh surfactants that can cause skin irritation, redness, and damage to the skin barrier.
❌MEA/TEA/DEA
Ingredients that belong to the group of ethanolamine compounds.
The Certifications.
Natural & Organic Beauty.
The certifications of natural and organic cosmetics are another filter that helps you choose a clean product.
A certification on a cosmetic product shows that the claims made on the labels are justified.
23 St Beauty has dedicated the “Certified Product“ filter to quickly identify those products that have been certified natural and/or organic by a guaranteed certification body.
These certifications confirm that the products have been verified as natural and/or have been formulated with a percentage of organic ingredients.
The most authoritative certification bodies in the sector are, for example:
🌱 Soil Association (UK)
🌱 Ecocert (France)
🌱 USDA (USA)
🌱 ICEA (Italy)
COSMOS is the internationally recognised standard which sets certification rules and requirements for organic and natural cosmetic products in Europe.
Be-You-ty.
Beauty tailored to you.
We believe that each individual is unique and that a tailored approach is required to achieve flawless skin.
Our “EXTRA” filter is designed to meet everyone’s personal needs.
The best way to create a perfect regimen tailored specifically to your needs.
Here are some examples:
🤰 PREGNANCY SAFE
A selection of safe products to use even during pregnancy.
🌾 GLUTEN FREE
For those who need a gluten-free skincare routine.
🐰 VEGAN
Discover our wide selection of vegan products.
The Filters.
Your needs.
The shopping experience has never been so simple and customizable!
Your perfect product, just a few clicks away.
Surf freely between the various product categories and consult our filters, to see only the products that meet your specific needs.
A tailor-made, error-free beauty routine!
– SKIN TYPES, select your skin type and view only the perfect cosmetics for you! Don’t know your skin type? Make our SKIN QUIZ
– SOLUTIONS, if your skin suffers from specific problems such as acne, enlarged pores or fine lines and wrinkles, we have the products just for you.
– FORMULATIONS, if you have a favorite formulation you can select it and see only the matching products.
