We're guided by a fierce internal compass
Every product we carry has to meet the 4 points on our little compass here. Sticking to this ensures we’re only providing the best products for you, your hair, and the planet.
Safety
EVERY PRODUCT MUST BE OUTRAGEOUSLY CLEAN.
Our ingredient standards are the strictest in the business. Why? You’d be surprised at how many so-called “clean” products still contain substances we don’t want anywhere near our bodies. (The beauty industry isn’t regulated in the U.S., so anything is fair game.)
Your scalp is more absorbent than the skin on your forearms, FYI. So if a product contains even a trace of a chemical from our Hair Crimes List (yes, even one part per billion), we say buh-bye.
Performance
THAT HAIR HAS TO LOOK GOOOD.
Who wants to put a bunch of “natural ingredients” on their hair, only to walk out the door looking like a train wreck? You’d go right back to those chemicals in a heartbeat.
That’s why we’re obsessed with carrying only the products that get gorgeous results. They’ve also got to smell good, feel amazing, and be a pleasure to use...because only the best for our beauty, obvs.
We really do test for all these things, tapping our team as well as a squad of real volunteers for their hairpinions.
Fun Fact
Only 5-10% of the products we test make it onto our shelves.
The bar is high and we like it that way.
SUSTAINABILITY
OUR BRANDS HAVE TO CARE ABOUT MAMA EARTH.
The planet is near and dear to our heart, and we do everything we can to leave it in good shape. Carrying chemical-free products isn’t just good for our health; it’s good for our earth—keeping nasties out of our environment.
We also strive to only stock products that come in sustainable packaging. We’ll continue to work with our brands and make our own eco-friendly changes until we reach our goal of being a completely sustainable business.
HONESTY
WE STICK TO TRUTHFUL BRANDS WE CAN TRUST.
Once we fall in love with a product, we go straight to the source to learn more about it and its creator. We make sure the brand is the real deal, because we only work with companies who are as committed to clean hair care as we are.
Even then, we still put them to the truth test. Every year, North Authentic randomly chooses 10-15 products to test via an accredited partner laboratory to ensure that every ingredient in the bottle is also on the label. We don’t wanna let any icky ingredients slip past us—not even a whiff.
And we’re not having it. We make sure the products we carry contain ZERO percent of the following ingredients, which have been shown to have negative health impacts. Any benefit they could possibly provide to your hair simply isn’t worth it.
Use: Contaminant (unlisted in ingredient labels) - a substance that renders a product impure and unsuitable for use
What is it: A by-product generated by ethoxylation (a process where ethylene oxide is added to other chemicals to make them less harsh)
Health Concern: Carcinogen, Organ Toxicity, Birth Defects
Found In: Products that create suds (such as shampoo, liquid soap, bubble bath), hair relaxers, others
AKA: Sodium laureth sulfate, PEG compounds, chemicals that include the clauses xynol, ceteareth and oleth
Use: Preservative
What is it: Formaldehyde
Health Concern: Carcinogen, Neurotoxicity, Developmental toxicity, asthma, skin/eye irritation, allergy trigger
Found in: Shampoo, Body wash, Bubble Bath, Nail polish, Eyelash glue.
AKA: DMDM hydantoin, Glyoxal, Imidazolidinyl Urea, Diazolidinyl Urea, Methylene Glycol, Polyoxymethylene Urea, Quaternium-15, Sodium hydroxymethylglycinate, bromopol
Use: Surfactant
What is it: By-product of a process called ethoxylation, in which ethylene oxide, is added to other chemicals to make them less harsh.
Health Concern: Contamination with 1,4-dioxane, Potential carcinogens, Endocrine disruption, Causes skin and eye irritation, Can trigger Allergies
Found In: All types of hair products
AKA: Sodium Lauryl Sulfate, Sodium Dodecyl Sulfate, Sodium Lauryl Ether Sulfate
Use: Preservatives substance added to delay decomposition and inhibit spoilage by preventing growth of bacteria, yeast, and/or mold in a product, Antimicrobial agents
What is it: Esters of para hydroxybenzoic acid
Health Concern: Endocrine disruption, potential carcinogen, developmental, reproductive and immune toxicity, allergy trigger
Found In: Shampoos, conditioners, lotions, facial, shower cleansers and scrubs
AKA: Ethylparaben, butylparaben, methylparaben, propylparaben, isobutylparaben, isopropylparaben, other ingredients ending in –paraben
Use: Used in scented products to help the scent linger
What is it: Derived from phthalic acid, Phthalates share a similar chemical structure and are widely used in consumer products.
Health Concern: Endocrine disruption, developmental and reproductive toxicity, cancer
Found In: Color cosmetics, fragranced lotions, body washes and hair care products, nail polish and treatment
AKA: phthalate, DEP, DBP, DEHP and fragrance
Use: Commonly used antimicrobial agents found in many soaps and detergents.
What is it: Antibacterials
Health Concern: Endocrine disruption, toxic to aquatic environments, contributes to antibiotic resistance in bacteria
Found In: Antibacterial soaps and detergents, toothpaste and tooth whitening products, antiperspirants/deodorants, shaving products, creams, color cosmetics.
AKA: Triclosan (TSC) and triclocarban (TCC)
Use: Filters UV‐B rays from the sun.
What is it: Formed by combining methoxycinnamic acid and 2-ehtylhexanol-compounds which are not harmful on their own. When mixed, they form a clear liquid that does not dissolve in water.
Health Concern: Endocrine disruption, mimics estrogen and can disrupt thyroid function, reproductive and developmental toxicity, and organ system toxicity.
Found In: Hair color products and shampoos, sunscreen, lipstick, nail polish, skin creams
AKA: Octinoxate,o methoxycinnamate (OMC), parsol, parsol MCX, parsol MOX, escalol, 2-ethylhexyl p-methoxycinnamate
Use: Petrolatum, or petroleum jelly, derived from petroleum, is often used in personal care products as a moisturizing agent.
What is it: Petrolatum is a byproduct of petroleum refining.[1] With a melting point close to body temperature, petrolatum softens upon application and forms a water-repellant film around the applied area, creating an effective barrier against the evaporation of the skin’s natural moisture and foreign particles or microorganisms that may cause infection.[2] Petrolatum is odorless and colorless, and it has an inherently long shelf life. These qualities make petrolatum a popular ingredient in skincare products and cosmetics.
Health Concern: Cancer. The primary concern with petrolatum is the potential contamination with PAHs. The National Toxicology Program (NTP) considers PAHs as a class to contain reasonably anticipated carcinogens
Found In: Lotions, Cosmetics
AKA: Paraffin, Petrolatum, Petroleum, Mineral Grease (Petrolatum), Mineral Jelly, Petrolatum, Petrolatum Amber, Petrolatum White, Petroleum Jelly, And Yellow Petrolatum
Use: An abrasive or exfoliant, a bulking agent, to prolong shelf-life, or for the controlled release of active ingredients.
What is it: Small, solid, manufactured plastic particles that are less than 5mm in diameter and do not degrade or dissolve in water.
Health Concern: These tiny plastics persist in the environment and have a damaging effect on marine life, the environment and human health. This is due to their composition, ability to adsorb toxins and potential to transfer up the marine food chain.
Found In: Microbeads can be found in certain household products, including sunscreen, facial cleansers, body wash, and cosmetics such as foundation and blush.
AKA: Polyethylene (PE), Polyethylene terephthalate (PET), Nylon (PA), Polypropylene (PP), Polymethyl methacrylate (PMMA)
Use: Mainly as a solvent
What is it: a clear, colorless liquid with an ether-like odor
Health Concern: Irritation eyes, nose, throat; headache, drowsiness, lassitude (weakness, exhaustion); ataxia, tremor; anemic pallor; In Animals: reproductive, teratogenic effects. Issues with: eyes, respiratory system, central nervous system, blood, kidneys, reproductive system, hematopoietic system
Found In: Cleaning compounds and cosmetics
AKA: EGME, Ethylene glycol monomethyl ether, Glycol monomethyl ether, 2-Methoxyethanol
Use: Some metals are intentionally added as ingredients, while others are contaminants.
What is it: Lead is a potential impurity in many color cosmetics, including lipstick. Lead is a well-known and proven neurotoxin that has been linked to learning, language and behavioral problems.
Health Concern: Cancer, developmental and reproductive toxicity, organ system toxicity, environmental concerns (bioaccumulation)
Found In: Lip products, whitening toothpaste, eyeliner, nail color, foundations, sunscreens, eye shadows, blush, concealer, moisturizers, eye drops
AKA: Lead acetate, chromium, thimerosal, hydrogenated cotton seed oil, sodium hexametaphosphate. Note: products that contain contaminant metals will not list them on ingredient labels
Use: Emulsifying, Skin conditioning
What is it: a soluble fluoro silicone fluid that exhibits foaming properties in water.
Health Concern: Evidence of acute aquatic toxicity; digestive system effects; nervous system effects
Found In: sunscreen, shampoos, conditioners, bath products, skin creams and lotions, shaving products, lipsticks and make-up.
AKA: siloxanes and silicones, 11-(2-(nonafluorononyl)ethoxy)-11-oxoundecyl methyl, 3-hydropoly(oxyethylene)oxypropyl methyl, dimethyl (10 mol eo average molar ratio
Use: a toxic chemical used in in nail products and hair dyes.
What is it: Toluene, found naturally in crude oil and in the tolu tree, is added to gasoline and is used in the making of many products including paint thinners, adhesives, rubber and hair dyes.
Health Concern: Developmental and reproductive toxicity, organ system toxicity, irritation
Found In: Nail polish, nail treatment, hair dyes
Use: helps to cleanse the skin or prevent odor by destroying or inhibiting the growth of microorganisms.
What is it: an antimicrobial ingredient that kills, prevents, or inhibits the growth and reproduction of microorganisms.
Health Concern: Congestive cardiac failure, Urinary retention, Atrial fibrillation, Chronic obstructive pulmonary disease (COPD), Pneumonia, Knee replacement surgery, Coronary artery disease
Found In: topical applications for minor skin infections and in oral solutions or throat lozenges for pain relief and first aid antiseptic.
AKA: Sucrets Original Formula Sore Throat.
Use: Binding
What is it: creates a weightless, invisible shield that repels dirt and oil to keep hair cleaner, longer.
Health Concern: Moderate Irritant
Found In: hair care preparations
AKA: (OFPMA)
Use: preservative
What is it: synthetic antioxidants
Health Concern: tumors, interferes with hormone functions, liver, thyroid and kidney problems and affecting lung function and blood coagulation
Found In: lipsticks, moisturizers, and other cosmetics
AKA: Butylated Hydroxytoulene (BHT) Butylated hydroxytoulene
Use: Most commonly used in skin lighteners
What is it: In addition to its use in skin lighteners, hydroquinone is a possible impurity of tocopheryl acetate (synthetic Vitamin E) which is very common in facial and skin cleansers, facial moisturizers and hair conditioners.
Health Concern: Cancer, organ-system toxicity, respiratory tract irritation.
Found In: Skin lighteners, facial and skin cleansers, facial moisturizers, hair conditioners, finger nail coating products.
AKA: Hydryquinone, 1,4-Benzenediol, 1,4-Dihydroxybenzene, 1,4Benzenediol, 4-Hydroxyphenol, Hydroquinone, P-Dioxybenzene, And P-Hydroxyphenol
Use: To extend shelf life and prevent rancidity
What is it: A light-colored crystalline product with a slight odor.
Health Concern: cause tumors, liver enlargement, neurotoxic effects, convulsions, and paralysis
Found In: Skin Care and food
AKA: tert-butylhydroquinone, tertiary butylhydroquinone, TBHQ, butylated hydroxyanisol
Use: can react with mineral acids to form salts.
What is it: colorless liquids or crystalline solids, though they may sold as pastes.
Health Concern: causes serious eye irritation, is harmful to aquatic life with long lasting effects and causes skin irritation, causes serious eye damage
Found In: the formulation of creams and lotions, hair sprays, hair dyes and colors, eye and facial products, and other hair and skin care products.
AKA: Aminomethyl Propanediol
Use: notable for their ability to dissolve a variety of different types of chemical compounds and for their miscibility with water and other solvents.
What is it: an organic compound that is used mainly as a solvent. A clear, colorless liquid with an ether-like odor.
Health Concern: toxic to the bone marrow and testicles.
Found In: bath products, hair products, eye and facial makeup, skin care products and shaving products.
AKA: Methoxyethanol
Use: Personal care products, household cleaning products.
What is it: A chemical group comprised of amino acids and alcohols.
Health Concern: Cancer, environmental concerns (bioaccumulation), organ system toxicity
Found In: Soaps, shampoos, conditioner, lotions, shaving creams, paraffin, waxes, eyeliner, mascara, eyeshadow, blush, makeup foundations, fragrance, suncreen
AKA: Triethanolamine, Diethanolamine, DEA, TEA, cocamide DEA, cocamide MEA, DEA-cetyl phospate, DEA oleth-3 phosphate, lauramide DEA, linoleamide MEA, myristamide DEA, Olaeamide DEA, stearamide MEA, TEA-lauryl sulfate.
ADDITIONAL INGREDIENTS COMING 2025
We’re committed hair cops and our list of criminal ingredients is always growing. However, in order to support our brands in the time it takes to reformulate, we’re giving them until 2025 to get these baddies out of their bottles. We know achieving big, conscious goals doesn’t happen overnight—and we’re here to support companies on their path to cleaning up.
Use: Preservatives, Fragrance Enhancers
What is it: Methylisothiazolinone and Methylchloroisothiazolinone
Health Concern: Skin irritation, Sensitizer, Allergy trigger, possible neurotoxicity
Found In: All types of hair products
North Authentic Products: Most of our products don't include this ingredient.
Use: Binding agent, penetration enhancer
What is it: a molecule called a chelating agent. A chelating agent is a claw-like substance that can grab and stick to other molecules.
Health Concern: Organ toxicity
Found in: Shampoo, Body wash, Bubble Bath, Nail polish, Eyelash glue.
AKA: (ETHYLENEDINITRILO)TETRA- ACETIC ACID, 3,6-BIS(CARBOXYMETHYL)- 3,6-DIAZAOCTANEDIOIC ACID, 3,6-DIAZAOCTANEDIOIC ACID, 3,6-BIS(CARBOXYMETHYL)-, ACETIC ACID, (ETHYLENEDINITRILO)TETRA-, EDETIC ACID, EDTA, ETHYLENE DIAMINE TETRA ACETIC ACID, ETHYLENEDIAMINETETRAACETIC ACID, GLYCINE, N,N 1,2ETHANEDIYLBIS[N(CARBOXYMETHYL), GLYCINE, N,N'-1,2-ETHANEDI YLBIS[N-(CARBOXYMETHYL)-, N,N'-1,2-ETHANEDI YLBIS[N-(CARBOXYMETHYL)- GLYCINE, N,N'-1,2-ETHANEDIYLBIS[N-(CARBOXYMETHYL)GLYCINE, and N,N'-1,2-ETHANEDIYLBIS[N-(CARBOXYMETHYL)GLYCINE]
North Authentic Products: Most of our products don't include this ingredient.
Use: Scent or flavoring
What is it: Engineered scent or flavoring agent that usually contains dozens of chemical ingredients used to create fragrances. Because they are considered “Trade Secrets,” they do not need to be disclosed.
Health Concern: Severe skin and respiratory irritation, trigger allergies, migraines and asthma attacks, Potential carcinogen, Neurotoxicity, Endocrine disruption, Birth defects
Found In: All types of hair products, body products, cosmetics
AKA: All types of hair products, body products, cosmetics
North Authentic Products: Most of our products don't include this ingredient.
Use: Surfactant, Emulsifying agent
What is it: Produced by reacting polyol, sorbitol and ethylene oxide
Health Concern: Possible contamination with 1,4-dioxane and ethylene oxide, both known carcinogens
Found In: All types of hair products and body products
North Authentic Products: Ethylparaben, butylparaben, methylparaben, propylparaben, isobutylparaben, isopropylparaben, other ingredients ending in –paraben
Use: thickeners, solvents, softeners, and moisture-carriers.
What is it: Dpetroleum-based compounds
Health Concern: Endocrine disruption, developmental and reproductive toxicity, cancer
Found In: widely used in cosmetics as surfactants, cleansing agents, emulsifiers, skin conditioners, and humectants. They are also used in pharmaceuticals as laxatives.
AKA: They often appear notated as PEG followed by a number (ex: PEG-40). In U.S. personal care nomenclature, the number represents the number of moles (aka the amount) of ethylene oxide added to the compound. PEG compounds can also be listed as PEG followed by a number and then another ingredient name (ex: PEG-20 cocamine). This represents a complex PEG compound – polyethylene glycol combined with another ingredient.
North Authentic Products: Most of our products don't include this ingredient.
Use: its ability to help reduce water loss from skin and keep it moisturized.
What is it: a clear, odorless liquid and a common ingredient in a variety of cosmetics and personal care products.
Health Concern: Lipid pneumonitis if ingested in reclined body position, Fecal incontinence, Intestinal malabsorption, Impaired absorption of fat-soluble vitamins, Rectal discharge of mineral oil, Anal itching and irritation, Abdominal cramps, Nausea
Found In: Antibacterial soaps and detergents, toothpaste and tooth whitening products, antiperspirants/deodorants, shaving products, creams, color cosmetics.
AKA: Deobase, Heavy Mineral Oil, Light Mineral Oil, Liquid Paraffin, Liquid Petrolatum, Mineral Oil, Mineral Oil Hydrocarbon Solvent (Petroleum); Mineral Oil (Saturated Parrafin Oil), Paraffin Oil, Paraffin Oils, Paraffinum Liquidum, Petroleum White Mineral Oil, Prolatum Oil, And White Mineral Oil, Petroleum
North Authentic Products: Most of our products don't include this ingredient.
Use:a preservative in cosmetic products and also as a stabilizer in perfumes and soaps.
What is it: Phenoxyethanol is used as a preservative in cosmetic products to limit bacterial growth.
Health Concern: Allergies, nervous system effects (infants)
Found In: Moisturizer, eye shadow, foundation, sunscreen, conditioner, mascara, eye liner, shampoo, lip gloss, concealer, body wash, hand cream, blush, hair color, hair spray, lip balm, lotion, nail polish, baby wipes, baby lotions and soaps, soap (liquid and bar), shaving cream, deodorant, toothpaste, fragrance, hair removal waxes, hand sanitizer and ultrasound gel.
AKA: Phenoxyethanol, 2-Phenoxyethanol, Euxyl K® 400 (mixture of Phenoxyethanol and 1,2-dibromo-2,4-dicyanobutane), PhE
North Authentic Products: Most of our products don't include this ingredient.
Use: Create a less harsh product
What is it: Ethoxylation is the process of reacting ethylene oxide with other chemicals to make them less harsh.
Health Concern: a manufacturing process can result in two toxic contaminants linked to breast cancer and other cancers: ethylene oxide and 1,4-dioxane.
Found In: shampoo, liquid soap, bubble bath, hair relaxers.
AKA: PPPG, PEG, polysorbate and ingredients that end in –eth such as laureth, steareth, ceteareth.
North Authentic Products: Most of our products don't include this ingredient.
Use: Exfoliator
What is it: Promotes skin cell turnover, improves skin tone, helps unclog pores, helps thicken the dermis to slow down the formation of wrinkles
Health Concern: form small molecules called free radicals that damage DNA. Use restrictions (high), Non-reproductive organ system toxicity (low), and Biochemical or cellular level changes (high)
Found In: Skincare and haircare
AKA: Axerophthol Palmitate, Hexadecanoate Retinol, Retinol Palmitate, Retinol, Hexadecanoate, Retinyl Palmitate, Retinyl Palmitate (Vitamin A Palmitate), And Vitamin A Palmitate
Use: Ethyl acrylate acts as an adhesive to apply artificial nails and eyelashes.
What is it: derived from acrylic acid and are commonly found in cosmetic nail preparations.
Health Concern: Health concerns include cancer, developmental and reproductive toxicity, organ system toxicity, cellular and neurological damage and irritation.
Found In: Artificial Nail Products (Acrylic Nails, Nail Enhancing Polishes)
AKA: ethyl acrylate: Acrylic acid ethyl ester, ethyl propenoate, EA; ethyl methacrylate: ethyl methacrylate, ethyl ester, methacrylic acid, ethyl ester, ethyl 2-methyl-2-propenoate, EMA; methyl methacrylate: Methacrylate monomer, Methyl ester of methacrylic acid, methyl-2-methyl-2-propenoate, MMA
North Authentic Products: Most of our products don't include this ingredient.
Use: prized for its effective detangling abilities, it's able to penetrate the hair shaft making it an excellent moisturizer and conditioner.
What is it: a non-sulfate, derived from rapeseed oil mainly used to improve the feel of the hair, prevent static and flyaways and soften the hair.
Health Concern: also known as a skin irritant and allergen. Can cause a burning sensation in people with sensitive skin and is dangerous to use on broken skin, open wounds, or cuts.
Found In: conditioner, detangler, styling gel, and moisturizer
AKA: BMS
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