English Mineral Makeup — Ethical Ingredient & Formulation Policy

At English Mineral Makeup, ingredient selection is guided by precaution, transparency, and respect for long-term health.

We follow a “safety-first” approach. An ingredient is not included simply because it is legally permitted. We consider how a substance behaves with repeated daily exposure, how it accumulates, and whether safer alternatives exist.

As a rule, we avoid ingredients associated with unnecessary risk, including endocrine disruption concerns, persistent environmental contamination, or avoidable skin sensitisation. Where uncertainty exists, we choose the more conservative option.

We do not rely on hidden fragrance blends or undisclosed mixtures. All product ingredients are fully declared using recognised cosmetic nomenclature so customers can make informed decisions.

Formulations are kept as simple as possible. We avoid adding substances purely for marketing claims, visual appeal, or artificial shelf presence. Each ingredient must serve a clear functional purpose.

We prioritise mineral and low-water formulations where appropriate, as these naturally reduce the need for heavy preservation systems and lower product waste. Products are produced in controlled batches to maintain freshness and limit disposal of unused materials.

Before any ingredient is approved, we review available safety information, regulatory guidance, and practical necessity. If a safer alternative exists that maintains product performance, the safer option is chosen.

Our commitment is that customers can trust that every ingredient has been intentionally selected — not simply.