Skin care brands generally fall into two categories: Natural and Clinical. Most consumers believe that “all natural” means a product is all good, clean and safe and that “clinical” means it is effective. We want to change the way people view skin care. Regulations today continue to allow companies in both categories to use harmful, toxic ingredients. Drunk Elephant always aims for its products to be as natural as possible, but it is more important for them to be effective and safe for your skin. So, we consistently formulate with low-hazard ingredients regardless of their "synthetic" or "natural" status. Many companies today are touting the “all natural”, “clean” skincare thing, be we took it a very significant step further than the others. We left out the allergic sensitizers and irritants that the vast majority of brands still contain in the form of natural fragrance, better known as essential oils. Our product development team obsessively self-regulates and reviews every single precious ingredient to make sure it is the safest, most efficacious, and most synergistic with the entire product line, while staying focused on internal health and skin health .