Kind Eye for Business Standards

All brands participating in Kind Eye for Business:

  • Publicly state that they are cruelty-free either on their website or by participating in the PETA Cruelty Free or Leaping Bunny pledge.
  • Provide the full ingredient list for every product they carry.
  • Products listed do not contain any of the ingredients listed here
  • Every product on the site has to meet at least one of the below criteria:

Brand Values

1% For the Planet
1% for the Planet is a nonprofit organization that encourages businesses to give 1% of company profits to environmental causes. Over $100 million has been invested in positive environmental change by our member companies to date. Simply incredible.

B Corporation
The B Lab provides a certification process known as B Corp Certification, for businesses to prove that they care about more than just profits. In order to become B Corp certified, a business has to complete and achieve at least 80 points on a rigorous assessment based on various rubrics including social and environmental impact. In some states, you can legally become a B Corporation as well. Companies who are B Corporations have gone out of their way to show that they truly care about their employees, the environment, their community and their customers.

Charitable Giving Program
These companies recognize the value of giving back to their favorite causes, but with the smaller more boutique-sized businesses we feature here on Kind Eye, it’s truly impressive. These companies show that they are happy to donate a portion of their profits to help make the world a better place.

Compact for Safe Cosmetics
In 2004, the Campaign for Safe Cosmetics asked companies to voluntarily commit to providing complete transparency as to what goes in their products. The effort ended in 2011, but the Campaign is still committed to working with cosmetics companies to ensure safe products, and educating consumers. Learn more about the organization and their list of over 400 companies.

Leaping Bunny
Companies can choose to voluntarily pledge to eliminate all animal testing from any stage of product development by applying to the Coalition for Consumer Information on Cosmetics’ (CCIC) Leaping Bunny Program. Leaping Bunny certified companies can then use the logo on products and websites. Visit the Leaping Bunny site to learn more.

Minority Owned Business
A minority owned business is a business which is at least 51% owned, operated and controlled on a daily basis by one or more of the following ethnic minorities and/or military veterans. They include African American, Asian American, Hispanic American, Native American and service-disabled veterans.

PETA Cruelty Free
PETA established a process to encourage companies to pledge that they do not conduct, commission, or pay for any tests on animals for ingredients, formulations, or finished products and that they pledge not to do so in the future. Once companies complete the process, they will be added to the PETA list of companies that don’t test on animals and will be able to use their logo on products and their website. Learn more on the PETA website.

Small Batch
These companies use small batch methods to create their products, instead of assembly line, which allows for greater quality control and product freshness. Learn more about the small batch process.

Sustainable Packaging
More companies are realizing that it’s not just about the ingredients, but the entire product packaging. The companies listed below make a conscious effort to package their products using recyclable material, glass jars (to prevent plastic leaching into products) and biodegradable materials. Learn more about sustainable packaging.

Woman Owned Business
A woman owned business is a business which is at least 51% owned, operated and controlled on a daily basis by a woman.

Product Features

10 Ingredients or Less
Sometimes less is more. We love it when companies make products that don’t contain fillers, just the good stuff. Browse the latest here or head over to our fancy search tool to drill down to your perfect product.

Ecocert is the first certification body to develop standards for “natural’ and “organic” cosmetics. This organization uses a rigorous methodology to ensure products are environmentally friendly. Read more about EcoCert on their website. Browse the latest here or head over to our fancy search tool to drill down to your perfect product.

Fair Trade Certified
When a product carries the FAIRTRADE Certification Mark, it means the producers and traders have met Fairtrade Standards. Fairtrade Standards include social, environmental and economic criteria, as well progress requirements and terms of trade. The Standards are designed to support the sustainable development of small-scale producers and agricultural workers in the poorest countries in the world. Learn more about Fairtrade International.

Gluten Free
For people with celiac disease or gluten sensitivities, it might be useful to consider looking more closely at products you put on your skin and in particular, your lips and eyes. Wheat-based ingredients are frequently found in cosmetics, so we’ve indicated which products are listed as gluten free by the brand.

Made with Organic Ingredients
Products in this category contain organic ingredients. It’s important to note that there may be just a handful of organic ingredients and they aren’t necessarily USDA organic.

Products listed here have been certified by the non-GMO project. This is a contentious topic and if you are concerned about this issue, you can rest easier by finding products that have gone through a rigorous process to be certified non-GMO. Learn more about the non-GMO project.

Unscented products don’t contain any ingredients that give off a smell, which is particularly helpful to those with allergies and sensitivities. This shouldn’t be confused with “fragrance free”, which you may see on products. “Fragrance free” means that you won’t see the word “fragrance” in the ingredient list, but you still might see essential oils that have a scent. This is a crucial distinction if you’re super sensitive to any scents, even the natural ones like vanilla or rose!

USDA Organic
Any product listed below has been USDA Certified Organic, which means that at least 95% of their ingredients have been produced without the use of synthetic preservatives, petrochemicals, ionizing radiation or pesticides, verified by the United States Department of Agriculture. The USDA has written a helpful fact sheet on USDA Organic.

Any product listed here don’t contain any components made from or produced by animals, including beeswax, lanolin and carmine, two very popular ingredients found in more self-labeled “natural” products. This is different from vegetarian cosmetics, which may contain ingredients produced by animals.

Ingredients you won’t find in products listed here

As we noted on the Kind Eye website, there are tons of resources about all sorts of terrible ingredients that are added into products we use every day. And the data’s confusing. In our research, we chose products that specifically eliminate particular ingredients that are known carcinogens or hormone disruptors. Again, we’re not reinventing any wheels, and links go to various trusted resources so you can geek out to your hearts content about these ingredients if you want to.