We believe that everything we do makes a world of difference.
Beauty isn’t just about looking good—it’s about cultivating a brighter tomorrow.
We do the best we can until we can do better. One choice at a time.


Clean, green, beyond the call of beauty.

We believe every product down to its very DNA should be intelligently formulated to meet our ethos of efficacy, integrity, transparency, ethics and sustainability. This philosophy of ours touches every step in the process, from how we source our ingredients to what happens to your product's packaging at the end of its lifecycle. Our initiatives stem from a responsibility to do the best that we can for our bodies and our planet.

Green bud emerging from dirt with fingers in dirt

Reduce toxic burden.

We choose biodegradable, biocompatible, plant-based ingredients instead of synthetic-based ingredients whenever possible to reduce the toxic burden on our bodies and the planet.

Sun setting on oil refinery on the ocean

Reduce reliance on crude oil.

Petroleum-derived ingredients such as mineral oil, paraffin wax, DEA, and "parfum" or synthetic fragrance are widespread in personal care products. We choose plant-based alternatives to reduce our dependence on fossil fuels.

Tall yellow green algae under water

Think globally.

We source over 225 plant ingredients from all over the world for their clinically proven benefits. And we do it as sustainably as possible to minimize our impact on the planet.

Test tubes filled with plants

Act Locally-Made In the USA.

We work with chemists with decades of experience to develop our formulas. 99% of our products are developed and produced right here in the United States. 

We support natural and organic, choosing plants in a world that settles for synthetics.

We believe in no-compromise, super-effective, clinically proven, plant-based ingredients. We source over 225 ingredients from seeds, sea, cells, plants, fruits—because nature provides all the beauty we need. 

We require 90% of our Ingredient library to be comprised of plant-based ingredients, including butters, esters, waxes, emollients, resins, beads. and seed oils. Our goal is to have a minimum of 85% natural content in each product with only rare exceptions. Our average natural content across the line is 96.2%. We list the percentage of natural or organic ingredients on the package of every product.

Purple corn close-up

Paraben-free preservatives.

We choose food-safe and/or ingestible preservatives such as sodium benzoate and potassium sorbate to protect the integrity, safety, and longevity of our products. These synthetic preservatives combat micro-organisms and bacteria while being safe for our bodies.

Test tubes filled with plant oils

Functional synthetics.

In some cases, synthetic ingredients are necessary. We use as little as possible to ensure functionality keeping formulas free from separation, while maintaining viscosity and ultimately hold up in variable temperatures. We make promising strides in plant science all the time, striving for a synthetic-free future.

Soap suds on pink background

High-performance synthetics.

We've innovated plant science to perform equally if not better than synthetics, but we've still got work to do. We use the lowest level of synthetic ingredients possible to achieve performance benefits such as hold, style memory, shine, and slip—especially in our hair styling products.

Slices of red beets

No pseudo-natural ingredients. 

Some so-called "natural" ingredients synthetically made because they aren't available commercially. We call these ingredients synthetic in our definitions, but some brands call them natural just because they exist in nature. We are transparent to raise the bar for the whole beauty industry.


Intelligent ingredient choices.

Unearthing the most potent plant-based ingredients takes us all around the world. The results are beyond compare. It's amazing what a difference it makes to use coconut instead of sodium lauryl sulfate, ajuga instead of minoxidil, and pure essential oils instead of synthetic fragrances. Plant-based, sustainable ingredients are better for our planet, too—less reliance on fossil fuels, more sustainable agriculture; it's all connected.

coconut cut open

Gentle cleansing agents.

To get the best of both worlds—soft, clean skin, hair and an earth-conscious product—we choose biodegradable, biocompatible, plant-based coconut and sustainable palm surfactants. These don’t strip the skin, work gently on hair, and are better for the planet.

Large fern palm

Sustainable palm.

IN is committed to using sustainable palm because palm oil farming is a destructive, unsustainable industry. We cooperate with the Roundtable on Sustainable Palm Oil (RSPO), which reduces rainforest clear-cutting, habitat destruction, and exploitation of indigenous populations.

Green and pink fish underwater

Plastic bead-free.

The plastic beads used in conventional scrubs go down your drain and pollute our oceans. We choose plant-based beads: they're gentler on skin with a sphere shape that will not cause micro tears on skin. These jojoba beads are completely biodegradable and will not end up in aquatic ecosystems. 

hand holding spring of pink flowers with a sprig of leaves

No faux fragrance, ever.

We disclose every ingredient on pack—even our trade-secret fragrances. Each product is scented with a proprietary blend of 99% certified-organic essential oils. Our euphoric aromas are harmonically orchestrated for the active benefits, and sensorial experience they bring.

Sustainable packaging.

Sustainability is non-negotiable. From eco packaging to wind energy-powered production, we're dedicated to doing the best we can until we can do better.

We use a packaging tool developed by leading environmental organization, BWE, which measures packaging material impact on human health, resources and ecosystems. This tool compares different materials, helping us make the best choice based upon statistical and measurable data. 

We use post-consumer recycled (PCR) bottles, which reduces environmental impact by 50% compared to "virgin" plastic. Our 90% PCR HDPE soft touch bottles reduce impact by 27%. The PCR paper we use for our 100% PCR cartons, marketing materials, and shippers reduces impact by 50%.

Infinitely recyclable, glass bottles reduce impact by 13% compared to plastic bottles. Most plastic bottles used in skincare products never end up being recycled.

Recycle bin with recycle symbol close-up

90% PCR HDPE bottles.

We use 90% post-consumer recycled HDPE plastic bottles with an eco soft-touch for our hair care products, reducing our impact by 27% from our previous 100% PCR PET bottles.

Recycle symbol created with 3 children each holding forward arrows creating the recycle symbol with sunflowers in the background

65% PCR same material tubes. 

Our tubes are a minimum of 65% PCR (post-consumer recycled) LDPE with the same material label for recyclability and non contamination of recycling stream.

Cosmetic jar with shiny metal cap

No "metallized" plastic or foil.

We never use metallized plastic as decoration on our pumps, caps, and closures—it's generally not recyclable and can contaminate the recycling stream. We avoid metals requiring mining as it is one of the most toxic processes.

Stack of newspapers folders up

100% PCR paper packaging.

We minimize the use of paper in our packaging as much as possible, and use 100% post-consumer recycled paper for all of our product cartons reducing impact by 50%.

Stack of cardboard

100% PCR shippers.

Using PCR vs virgin corrugate shippers saves 340 trees, 66 cubic yards of landfill waste, 80,000 kilowatt hours of electricity, 140,000 gallons of water, and 20 tons of green house gases.

Infinity symbol made from leaves on tree stump

Infinitely recyclable glass.

Glass recycling has a direct impact
on climate change. Moving from non-recyclable and non-recycled
plastic packaging for small skincare packaging to glass reduces our environmental impact by 13%.

I-N sample packets made from 100% PCR Paper with BPA free plastic layer

Recyclable sampling.

Even our luxe paper based sample is made from 100% PCR paper with BPA free liner that is non-contaminating to the recycling stream and totally recyclable with your mixed paper recycling.

crushed recycled bottles, jugs and containers

Maximizing PCR:

-Reduces the use of fossil fuels as a raw material.

-Reduces the number of micro plastics making their way into oceans, seas, and waterways.

-Reduces our carbon footprint (because it usually requires less water and energy).


Taking action for change we believe in.

Challenging the status quo is what Intelligent beauty is all about. Since launching I-N as the first USDA-certified organic hair care line in 2008, we’ve partnered with numerous organizations to help us actively practice the changes we want to see in the world of beauty.

Light pink flower petal with veining close-up

Breast Cancer Prevention partner since 2008.

Together we’re working to support and stimulate innovation of safe, non-toxic personal care products; protecting consumers, workers and the environment from exposure to chemicals linked to cancer, and other adverse health impacts. We participate with the Safe Cosmetics Leadership Circle (including Beauty Counter and many more). In this forum, we collaborate reviewing, directing and helping refine legislation for active change.

Electric blue and purple flower with yellow center

Natural Organic Health & Beauty Alliance (NOHBA) board member.

We're dedicated to supporting natural and organic brands, ingredients, packaging developers and retailers to make the personal care industry more sustainable. This forum collaborates on resources, education, best practices. The board is composed of industry experts representing ingredient suppliers, manufacturers, brand and store owners such as Follain, Credo Beauty, Indielee, and many others.

Flower center creating star pattern

1% for the Planet supporter. 

global movement with over 3,000 other members, 1% for the Planet supports vetted nonprofits dedicated to on-the-ground change within the issues of climate, food, land, pollution, water, and wildlife. By donating a minimum of 1% gross revenue annually to the vetted program(s) of our choice, we collectively amplify the impact of each program.

Scissors and combs in scissors case

Green Circle Salon advocate.

The beauty industry creates 877 pounds of waste every single minute. That’s why I-N is a big supporter of Green Circle Salon (GCS). They provide better alternatives for waste-management in the salon and spa industry. The effort prevents approximately 51 metric tons of CO2 from polluting our atmosphere by keeping 143 metric tons of single use items out of the landfill.

No greenwashing.

All it takes to label a product "organic" or "natural" is a few drops of plant ingredient added to a completely synthetic formula. The beauty, fragrance and supplement industries are self-regulated, so they can make untruthful claims about their products and it's buyer beware.

At IN, we list the exact percentage of organic and natural for every product, following the standards of the USDA, Cosmos and other certifying organizations. We also work with third-party certifiers that allow us to use seals verifying our products to be organic/natural, cruelty-free, and made with sustainable practices. 

Leaping bunny seal representing cruelty free no animal testing

Leaping Bunny certified since 2008.

We've been committed to making cruelty-free cosmetics since our inception. Founded in 1996, the Coalition for Consumer Information on Cosmetics certifies brands using their internationally recognized Leaping Bunny logo to recognize companies who have committed to not test their products, or the ingredients used, on animals. We're proud to be one of over 1,800 brands with this certification.

Usda organic seal

USDA certified organic products since 2008. 

This globally recognized seal was originally just an agricultural and food standard, but we proved that personal care products can meet the USDA organic standard. Their list of recognized ingredients is limited and primarily food-based, so certain ingredients—such as our revolutionary plant stem cells—aren't certifiable as organic by this standard, so we've achieved additional certifications to cover as many bases as we can. 

Cosmos natural and organic seals

COSMOS certified organic and natural since 2011.

COSMOS certifies personal care products as 'organic' or 'natural' throughout the European Union and beyond. Unlike the USDA organic certification, it allows for many more organic and non-organic ingredients that are necessary in personal care, ensures every ingredient is vetted, and prohibits GMO/GMM and nano ingredients. Their standards are so high, they even require approval of the materials used to clean manufacturing equipment.

Green-e seal

Green E® certified since 2008.

Green E® is a renewable energy program managed through the Center for Resource Solutions. I-N participates and purchases wind energy through the local utility for our Headquarters. We also gather kilowatt hours used in the manufacture of our products and purchase wind renewable energy certificates (RECs) for the energy used on our behalf by our  manufacturing partners. As of 2021, we'll begin to add our packaging production to the REC program with 100% offset goal by 2022.