Consciousness in Cosmetics™

The skin is the largest organ of the body -- a delicate shield of protection covering us from head to toe. Much of what we put on our body is absorbed directly into our skin. For this reason, the products we apply to our skin must be truly clean and pure, natural and organic, made from ingredients that are both effective and safe.

Consciousness in Cosmetics™ is the guiding principle behind everything we do at Avalon Organics®. It reflects our commitment to creating an extraordinary range of new and improved products that are inherently pure and safe, while expanding the efficacy and vibrantly healthy benefits of natural body care. It is our mission and our passion.
There are five elements to Consciousness in Cosmetics™. Please read further for in-depth information about our commitment and how it forms the basis for our products

The Five Elements of Consciousness in Cosmetics™

PURITY & SAFETY – Consciousness of Ingredient Purity

We only use ingredients that we trust, knowing that they can be absorbed directly into the body through the skin. We relentlessly seek out and use ingredients that are pure, natural or organic, creating products that we believe are safer to use. By certifying our products to the NSF/ANSI 305 Standard for Personal Care Products Containing Organic Ingredients, we demonstrate our commitment to using pure and safe ingredients in all of our products.

None of our products contain parabens, a widely used preservative in body care. We never use sodium lauryl sulfate, sodium laureth sulfate or sodium methyl sulfate which are known irritants, but instead use natural, gentle cleansers that clean the skin and hair effectively. We use essential oils for fragrance and reject mineral oil, aluminum, petrolatum, propylene glycol, artificial colors, synthetic fragrances and phthalates. Our products are free of potentially toxic synthetic preservatives, petroleum-based ingredients, formaldehyde donors and other possibly harmful chemicals such as DEA, MEA, TEA, PEGs, PEG derivatives, oxybenzone, ethoxylated ingredients associated with 1,4 dioxane, and GMOs.

SUSTAINABILITY – Consciousness of Organics

Our name, Avalon Organics®, is the hallmark of our active commitment to organic agriculture whose practices attain the highest ideal of sustainability. By intentionally using a minimum of 70% certified organic botanicals and oils in our products, we promote organic acreage cultivation.

Our decision to use certified organic herbs, plant oils, and essential oils has two-fold reasoning behind it. The first reason, always, is to choose ingredients that are gentle, safe, effective and pleasing to your senses. The second is to choose ingredients that will help encourage the growth of organic agriculture. Our ingredients fall into two main classes: organic herbal extracts and organic plant oils. All of our organic ingredients are certified and comply with the standards set by the National Organic Program (NOP) and we also support organic research and education.

Organic Herbal Extracts: We use an assortment of certified organic herbal extracts to impart therapeutic benefits to our products. Some of our herb, flower and fruit extracts include: Calendula, Chamomile, Ginkgo, Green Tea, Lavender, Lemon Peel, Peppermint, Rosemary and Wild Yam.

Organic Plant Oils: Organic plant oils add fragrance, richness and depth to our products. They also require organic acreage cultivation, which supports organic farmers and efforts of sustainability. We use organic plant oils such as Sunflower, Babassu, Flaxseed and Coconut. We also use other organic agricultural ingredients such as certified organic cocoa butter.

EFFECTIVENESS – Consciousness of Wellness, Vitality and Looking Great

We respect and acknowledge the desire to look and feel well -- full of vitality and radiant health. By providing products of exceptional quality and efficacy, products that perform and deliver their promises, we fulfill this desire for health, well-being and natural beauty. Our products offer an unprecedented range of enhanced benefits because they are made with unique, innovative ingredients, including skin essential nutrients and botanicals. Our products deliver their promises so that you can look and feel your best.

INTIMACY – Consciousness of the Intimacy of Body Care

Caring for our skin and hair is an intimate ritual we perform daily. Taking time to do so by honoring our bodies with consciousness brings us into a deeper connection with ourselves. In the hopes that our products can expand that personal experience, they are formulated to deliver a bouquet of luxurious fragrances of essential oils, gentle foaming lather and rich, soothing moisturization. Cleansing and nourishing, they enliven the body and honor the body's individual purity.

PERSONAL CHOICE – Consciousness of Personal Choice and Sensitivity

We are conscious of the value of all life and, as shown by our commitment to the Leaping Bunny Program, neither test our products on animals nor allow our ingredient suppliers to do so. Because we respect the individual dietary needs, choices and practices of our customers, our products contain no meat or by-products of animal slaughter and we reject all cruelly obtained animal ingredients, even if the animal is not killed. We are especially conscious of the skin sensitivity of many of our users and offer an array of products that do not contain any synthetic fragrances, harsh irritants or other ingredients that commonly cause skin sensitivity or potentially allergenic reactions.

We are on the path of Consciousness in Cosmetics™ and welcome you to join us on this journey.

Ingredient Philosophy

Why take care of yourself with personal care products that may contain potentially toxic, irritating, harsh and, in some cases, purported cancer-causing ingredients? We can't imagine.

We believe that no one should have to choose between health and beauty. That's why the purity and safety of our ingredients is of paramount importance. Because they may be absorbed directly into the body through the skin, we only use ingredients that are safe while continuing to reject a wide range of commonly used ingredients that are harsh, irritating, or in some cases toxic and potentially cancer-causing. We share our ingredient philosophy with you so that you may understand our choices and our thinking.

Preservatives: Preservatives are a necessary component of personal care products to prevent contamination from bacteria, yeasts and molds. Natural personal care products in particular contain a relatively high concentration of water and natural plant extracts, so they start as a rich environment for microbe growth. Added to that, of course we keep personal care products in the bathroom, regularly opening the containers and exposing the formulas to warm, moist air as well as bacteria that may be present on our hands. As such, personal care products must be able to withstand repeated exposure to contaminants over long periods of time.

How Do We Preserve Our Products? We reject the use of parabens and other harsh and potentially toxic preservatives, but a preservative system is necessary to maintain our formulas safety and integrity. We optimize our preservative systems, including ingredients such as sodium benzoate, potassium sorbate and benzyl alcohol, that are approved for use in personal care products and have been tested in our formulas to be effective over the course of a product's lifecycle. We also use natural ingredients, such as glycerin and plant oils, that have shown to inhibit the growth of contaminants in personal care products.

Surfactants: Surfactants are the ingredients that provide lather and do the actual cleaning in products such as shampoos, shower gels and liquid soaps. They are important ingredients because they have a significant impact on a product's efficacy. Some surfactants are associated with skin irritation, such as sodium lauryl/laureth sulfates, because they are too strong. We reject these harsh chemicals.

It takes artisanship to select and formulate with cleansers that are both gentle and effective. We use a combination of vegetable-derived sudsing agents that have a relatively large molecular structure to inhibit penetration of the skin.

Petroleum-based Ingredients: We reject the use of ingredients such as petrolatum, mineral oil and propylene glycol. While petroleum is a naturally occurring substance, it is a non-renewable resource. Additionally, many of the hundreds of petroleum-based ingredients used widely in personal care products are considered by many environmental and health organizations to be objectionable or potentially toxic.

Raising the Bar: We strive to reach the highest standards in personal care product purity and safety. As such, we are focused on the use of organic and natural plant source ingredients. We actively work to support organic acreage cultivation and our products are certified to the NSF/ANSI 305 Standard for Personal Care Products Containing Organic Ingredients. We also reject the use of parabens, harsh surfactants and petroleum-based ingredients. Additionally, we exclude the use of the following:

  • Synthetic fragrances
  • Artificial colours
  • Phthalates
  • Sodium lauryl sulfate, sodium laureth sulfate and sodium methyl sulfate
  • Propylene glycol (PG)
  • Aluminum
  • Mineral oil and petrolatum
  • Oxybenzone
  • DEA, MEA and TEA
  • PEGs and PEG derivatives
  • Ethoxylated ingredients associated with 1,4 dioxane
  • Formaldehyde donors
  • GMOs


Driven by our mission of Consciousness in Cosmetics™ and our commitment to organic agriculture and formula transparency, in 2012 our brand made the single most important decision since our founding in 1994: we chose to have all Avalon Organics® products become certified to the NSF/ANSI 305 Standard for Personal Care Products Containing Organic Ingredients.

The NSF/ANSI 305 is an American National Standard written specifically for personal care products containing organic ingredients. Since it is not a food standard, it recognizes and allows certain safe processes and ingredients that are critical and unique to personal care product effectiveness.

The standard establishes the materials, processes, production criteria, conditions and labeling claims for personal care products claiming to "contain organic content". To be certified, all formulas must contain a minimum of 70% organic content. All other ingredients may not be available in organic form and must be evaluated and approved by an independent scientific panel to minimize environmental impact during production and ensure safety for the product user.

Our products are certified to the NSF/ANSI 305 Standard by Quality Assurance International (QAI). QAI is an independent third party certifying agency that NSF has entrusted to review applications and grant certification in accordance with the criteria established under the NSF/ANSI 305 Standard. When a personal care product features the NSF logo on its label, it demonstrates to consumers that it has been independently evaluated to meet the standard requirements.

This commitment to the NSF/ANSI 305 Standard is the next chapter in our journey to provide you with personal care products that are inherently pure, safe, effective and conscious of the greater good. We hope you will join us on our journey.

The Leaping Bunny

We are humbled by a profound respect for all living beings and therefore never test our products on animals or allow our ingredient suppliers to test our ingredients on animals. Our commitment to the Leaping Bunny Program, as seen by the little leaping bunny symbol on our labels, is evidence of our outward commitment to this philosophy.

The Leaping Bunny logo is an internationally recognized symbol for cruelty-free cosmetics, personal care and household products. In 1996, eight national animal protection groups banded together to form The Coalition for Consumer Information on Cosmetics (CCIC). This organization created and administers the Leaping Bunny Program, a cruelty-free standard for companies producing cosmetic, personal care, and household products. The Leaping Bunny Program provides the best assurance that no new animal testing is used in any phase of product development by the company, its laboratories, or suppliers.