Omiana has one of the best leading reputations for being non-toxic with a wide variety of formula options. We craft formulas for those with especially sensitive skin or very specific ingredient preferences (or requirements, such as in the case of legitimate allergies). However, perhaps you have noticed that the words non-toxic and natural and even organic get chucked around by companies often for mere marketing's sake. We've seen some pretty interesting certifications come about, too.
Omaina is USA-based, good manufacturing practice-upholding, certified by PETA, Leaping Bunny, and has stellar EWG non-toxic rating scores. Many of our savvy supporters come to us nearly having given up on makeup but find solutions within Omiana. For those new to this natural brand or wanting further clarification on terminology inundating the natural sphere, please read on:
The makeup world, especially the natural sector, does toss around some terms to try to garner approval, such as natural, hypoallergenic, non-comedogenic, and more ... but there are no established testing methods, restrictions, or rules to make products qualify for such terms! What about gluten-free ... or non-GMO ... or organic, you may be wondering. You bet - established testing methods do exist for these terms, and an official certification badge should not be misused by any company. Within Omiana makeup, we use ingredients that are without gluten (always) and are organic, or at least non-GMO, when we can - but many mineral makeup ingredients are INorganic, not agricultural, so the term 'organic' does not apply when they're not ingredients that are grown. For example, mica is a mineral, from the earth (when not synthetic) - there is no growing involved: many makeup ingredients are non-agricultural and inorganic by nature.
Speaking of agriculture, paleo food is not news to anyone - eating like our ancestors ate? Easy to comprehend. Paleo makeup, though? What does that even mean? Beautifying like our ancestors beautified? Didn't they occasionally rub a berry upon their cheeks to look enlivened? Use some clay from the riverbed every now and then? To deem makeup paleo has us scratching our heads. We've heard of this certification, but, to be honest, is it really necessary or is it another marketing tactic? Let us know your thoughts if you have an opinion on this certification.
Certification-wise, we fully understand paying for some valuable labels that offer extra assurance to consumers: organic, non-GMO, etc. But, to be candid, there are more and more certifications coming out as there are non-toxic databases. This is great news in that care and concern for healthy products is growing, albeit almost all the time, companies are asked to pay for certain spots at the tops of these listings and for certifications. Now, to reiterate, these hubs and certifiers can and are wonderful news in many ways: they can provide consumers with extra assurance on purity of products, candor on companies' supply chains, ethics, and more! Albeit a prominent view on many of these apps / hubs / sites / etc. does entail companies paying for their spotlit positions. Yes, they might be amazingly non-toxic-rated! But, alas, we think a candid portrayal of the fact that companies are paying for prominent listings in these apps / hubs / sites / etc. should be noted for the consumers' sakes, too; we think bias should be disclosed.
Almost daily we get asked why we are not in this app or on that certifier's site, etc., etc. Omiana is privately-held, and we have chosen to direct our attention on being as fully transparent for you as we can possibly be, continuing to add more shades and various formulas to the repertoire so you have ample options to choose from, disclosing every last ingredient for you, so you can discern for yourself how pure Omiana products are based on the ingredients themselves, not flowery marketing campaigns or every certification we can throw at the wall!
We personally recommend knowing which ingredients your skin loves and which are less than ideal for it; that can direct you to a framework for choosing your best formulas. Omiana ingredients are here, all one place for your reference, or, when you view a product, the product description also offers fully disclosed ingredients for the product being viewed. Also, here is a list of many ingredients we avoid for you, although it doesn't stop there!
If ever an Omiana formula has an ingredient that does not bode with your skin, just let us know how to help with an exchange or return! We are super flexible in all our friendly policies, too, because we know shopping online can be for the brave.