Awakening Wednesday — Skin Care Ingredient Standards

By Rob Hardwicke, Product Master, Awakening Mineral Skin Care

I suspect that almost every product is going to have its “champions” — customers who really like a company’s products.  We receive

“Which one’s the good one”?

our share of happy people making happy comments, but then again, we really try hard to keep our customers satisfied and to make thoroughly top-notch skin care products.

So, what is good and what is bad in the way of a skin care product?  How do you know the difference?

Personally, we operate our company on what I call the “Whole Foods standard“; that is, if Whole Foods Markets consider an ingredient to be unacceptable, then we simply will not use that ingredient in our formulations.  Admittedly, some ingredients seem to be displaced from the marketplace more slowly than others.  (For example, just how long has sodium laurel sulfate been considered to be a marginal ingredient — and yet it still finds its way into the majority of shampoos)?  In the case of the various paraben preservatives, we decided back in the spring of 2006 that they were not suitable for Awakening’s products, so we were ahead of even Whole Foods on that one.

But as the blog Personal Care Truth of Scare I believe correctly notes, if every ingredient branded to be a “chemical” were to be shunned, there would be almost no skin care and cosmetic products.  Much that is good can be labeled to be a chemical.  Much that is mass produced by the giants at the high end of the personal care industry, companies such as Clinique or Kiehl’s, demonstrate that even ingredients that are not totally ok with Whole Foods can be used by millions of consumers without apparent harm.  All well and good, but that’s just not for us.  We feel much more at home at the boutique end of the natural products industry when we sit down to create (or improve) an Awakening product.  If nothing more than our company’s fascination with the natural benefits of minerals such as magnesium or plants such as myrrh, ivy and yerba maté, we aim for the Whole Foods’ end of the market.  Because of our preoccupation with costly ingredients that also are cruelty-free, we continue to receive heartwarming feedback from our customers.  Here’s an example of one such comment that involves our mineral hand therapy, Awakening HANDS:

I have literally never written a review for anything, even products I love.  But, this product takes love to another level.  Seriously!  I am a skin care junkie and have tried a ton of different products ranging from high end department store lines to prescriptives. NOTHING COMPARES TO THIS!  This product is exactly what it says it is and yet the description just doesn’t do it justice.  It’s truly renewed my skin and feels so good on even though you can’t feel that it’s on.  I can’t say enough.  I love, love, love it and will never go back to anything else, I’m certain of it.  Can’t wait to try more of the products they offer!  Treat yourself to this, you will not be disappointed.  Sasha — Alaska.

It’s been comments such as this that have made all of the small business hassles worthwhile.  So we keep aiming ‘high’ with how our products are constructed — and as the Whole Foods standards become progressively more pure, so do ours.  Here’s a link to some earlier thoughts on ingredients.


 Awakening Mineral Skin Care is a boutique formulator of nature-derived, vegan skin care products utilizing concentrated mineral crystals isolated from the Dead Sea, essential oils and botanical extracts.  With only a few exceptions, we call our products by what they do: Awakening HANDS treats hands, Awakening FEET treats feet, Awakening BODY treats bodies, Awakening SCALP treats scalps — you get the idea.  However Awakening MUDFace is mud for the face (and feet!) — so, as with 9th grade English, there are always exceptions to every rule!

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