SAFE BEAUTY
FACE atelier is committed to Safe Beauty - a holistic approach that guides how we formulate, market and stand behind our products. Safe Beauty reflects a mandate built on truth, transparency and integrity, supported by cosmetic science and verified ingredient safety data. We prioritize safe, effective ingredients that comply with North American and EU Cosmetic Regulations. And we never rely upon fear-based marketing or unverified claims. Products should be certified cruelty-free and ethically conscious, as well as age and race inclusive to meet the needs of diverse consumers.
Safe Beauty also protects consumers from false and mislead marketing. It rejects ingredient shaming, misleading clean beauty language and unsupported claims about toxins or anti-aging benefits. It demands accurate information about product safety, regulatory compliance and proven performance. Safe Beauty mandates that a brand’s priorities be more than skin deep and prioritize people before profits.
THE SAFE BEAUTY DIFFERENCE
Safe Beauty is not about scare tactics or vague ideals. Instead, it is grounded in science, safety, truth, facts and integrity. It ensures that the products you use are safe, effective, factually marketed represented and responsibly made so you can make truly informed choices. This stands in stark contrast to the fear-driven claims and misinformation that drives clean beauty marketing. Read more about Clean Beauty in this section.
HONEST BEAUTY BY DESIGN
At FACE atelier, we believe that the best marketing strategus simply telling the truth. We refuse to promote products with false or misleading claims - especially those rooted in the ageist and misogynistic messaging that too often defines the beauty industry. We don’t exploit women’s insecurities and fears or demonize safe ingredients to create a competitive edge. Instead, we focus on creating safe, high-performing and multi-functioning products that are easy to use and simply help women look and feel their best.
SAFE AND EFFECTIVE INGREDIENTS
Safe Beauty means choosing ingredients backed by science - not rumors or fear-based marketing. We prioritize our customer’s health by formulating products with ingredients that are globally recognized as safe by authoritative regulatory agencies. And all of them formulated to be effective, performing exactly as intended without compromising safety or integrity.
REGULATORY ROOTS
Safe Beauty isn’t a trend or a marketing ploy - it’s grounded in regulation. It is aligned with EU and UK Cosmetic Regulations that legislate transparency, ingredient safety and honest marketing. They govern everything from ingredient safety and labeling requirements to marketing transparency and consumer protection. Under EU Regulation No. 655/2013, all cosmetic claims must meet six criteria: legal compliance, truthfulness, evidential support, honesty, fairness and informed decision-making. These standards hold beauty brands accountable and protect consumers from unsafe products and misleading marketing. They cannot make empty promises and rely on questionable, opaque in-house testing - every claim must be supported by authoritative third-party testing.
VERIFIED MARKETING CLAIMS
Safe Beauty stands for transparency and truth in marketing. Product claims must be verified and backed by independent scientific evidence - not driven by trends, fear or misinformation. We reject the false, misleading, misogynistic and ageist messaging that dominates marketing in the beauty industry today.
Safe Beauty aligns with EU and UK Cosmetic Regulations that prohibit deceptive ‘free from’ claims that typically vilify safety-assessed ingredients. These claims are only permitted when they serve a clear, informative purpose - such as alcohol-free or fragrance-free. For example, paraben-free is not allowed under EU and UK regulations because parabens are scientifically proven to be safe. At its core, Safe Beauty demands that brands tell the truth- clearly, honestly and without exploiting fear. Read more about Parabens in this section.
CRUELTY-FREE
Safe Beauty means never testing on animals. Period. And cruelty-free is not a subjective term. FACE atelier products are certified cruelty-free, reflecting our belief that today, there is no ethical or scientific justification for animal testing in product development. Today, there are numerous effective and humane methods for assessing product safety and efficacy that do not involve animal testing.
ETHNICALLY DIVERSE
Safe Beauty embraces inclusivity as a core value. It's vital that ensuring that everyone feels seen, respected and represented. We are committed to creating products and shades that reflect the full spectrum of skin tones and skin types at any age - because real beauty is diverse by nature.
ETHICALLY CONSCIOUS
Safe Beauty goes beyond ingredients. It reflects a commitment to ethics at every stage of the supply chain. From sustainable sourcing and fair-trade practices to safe labor conditions, FACE atelier is dedicated to making choices that respect both people and the planet. Ethical responsibility isn’t a feature of our products - it’s part of our foundation.
THE LAST WORD
The beauty marketplace is flooded with products promoted using false and misleading advertising that is often ageist, misogynistic and damaging to the emotional well-being of women of all ages. Brands that rely on marketing that threatens women’s self-esteem and mental health aren’t selling beauty – safe, clean or otherwise. They are deliberately prioritizing profit over principle. FACE atelier believes in Safe Beauty and that truth matters more than anything.