Transparency is honesty!
The aim of using beauty products is not to hide your true self, it's to help you shine!
For the longest time, beauty has meant airbrushed images, unrealistic beauty standards and unaffordable products that work like “magic”. However, in this day and age, this expectation has altered, rightfully so. Now, people expect more from their chosen brands. They expect complete disclosure and higher standards. They expect beauty brands to recognise natural beauty as the new standard. The aim of using beauty products is not to hide your true self, it's to help you shine!
AWE skincare is created with modern and ancient medicine. We believe in our products, we believe in their purpose and hence never hide our production process. Our aim is to help you heal your skin from within, not just with topical skincare.
Protecting the Environment while protecting YOU
AWE’s commitment to using natural ingredients surpasses clean, safe products for our customers. They are also good for the environment.
We believe in a sustainable future which is why AWE Cosmeceuticals supports the use of environmentally sustainable ingredients and packaging, which are biodegradable and should not act negatively on the environment. Our formulations are even considered 'grey water' safe.
Our “Naughty NO” list
The internet can be a big and scary place full of misinformation and incomplete information! This is why we, at AWE, use a precautionary approach while selecting ingredients for our products. We only use materials that we are 100% sure about in safety and efficiency.
Our commitment to creating safe products means no NASTY stuff! These are our big no-nos of skincare, none of our products uses any of these ingredients.
Sodium lauryl sulphate (SLS): If you have sensitive skin or suffer from eczema and psoriasis, this ingredient should definitely be on your watch list. SLS strips the skin of its natural oils which may cause dry skin, irritation and allergic reactions.
Sodium Laureth sulphate (SLES): No, SLES and SLS are not universally bad for skin but they are great for removing oil from your skin. This is why they are not recommended for daily use! They can leave your skin feeling dry, sore and irritated.
Parabens: With a lot of unknown facts roaming around about this particular ingredient. We like to err on the side of caution by avoiding it as more research is needed to prove its safety and effectiveness.
Formaldehyde releasing agents: Yes, this is the stuff that we used in high school to preserve dead animals!! And yes, they are a common ingredient in beauty products. They are also a known carcinogen that is also linked to asthma, neurotoxicity, and developmental toxicity.
Propylene Glycol and PEGs: This is another ingredient that should be on the watch list for anyone with sensitive skin! Not only can this worsen any existing skin conditions but it can also cause irritation.
Phthalates: These are especially prevalent in all plastic food packaging. This is why it’s concerning that they are also present in personal care products such as facial creams, toners, and sunscreens.
Mineral oils: Wherever applied, they form an invisible film on the surface that blocks the pores and the skin's natural respiration process. This protective layer may trap some other ingredients onto that top layer of the epidermis, which might lead to clogged pores. If you're acne-prone or notice more blackheads or whiteheads after using mineral oil-rich products, it’s best to skip this ingredient.
Artificial Fragrance: Research has established that fragrances in skincare products are among the most common causes of sensitising and other negative skin reactions. And this is true for all skin types, not just those with sensitive or redness-prone skin.
- Colours: Artificial dyes are added to products to change their colour and make them more appealing to consumers. These additives are one of the ingredients to avoid in skincare products as they can cause inflammation, irritation and unwanted redness to your skin.
A little goes a long way!
There is no “generic” answer to your skin concerns. It is important to target each concern with specified products. AWE aims to achieve pure results by using as few ingredients as necessary and delivering them via an airless system. By using active ingredients we are able to keep our ingredient list small and simple! All formulations are biodegradable, have NO animal testing and are vegan (except honey in our mask). If you want a more thorough look through of our ingredients list, check this link.