Follain has grown to become one of the leaders of the non-toxic beauty industry. Each product carried—whether in the skin care, hair care, or cosmetics category—is carefully selected based on some of the highest standards in the industry. “We use beauty products daily, and the ingredients in these products go back into the water stream,” says Tara Foley, founder and CEO. “When you use toxic, unsafe products, they’re not only directly harmful to your own health, they’re harmful to environmental health, too.”
When it comes to their brand selection process, Foley looks for safety, efficacy, and transparency. “We have the highest safety standards around, so each product gets checked for a long line of restricted ingredients,” says Foley. “We only sell what works beautifully, too. I test every single product, along with a team of other testers. It has to work as well as, if not better, than anything already on the market, including conventionals.” Foley and her team also look for brand transparency, ethical and natural sourcing, and, of course, eco-friendly packaging. Overall, the product should be “a joy to experience,” she says. “Using your products should be a moment of mindfulness and self-care you look forward to.” We agree.