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You might have noticed that we don't overwhelm you with a million products — we've carefully chosen the best of the best. Here's how we pick them:
1. THEY REALLY WORK
Each product we carry is among the most effective we've found using our industry-insider knowledge. We also take into consideration the opinions of our customers, our product testers, top dermatologists and aestheticians, and all the reviews we can get our hands on. And every product we carry has been put to the test by one of our employees, customers, or appointed product testers for a month.
2. THEY DON'T CONTAIN QUESTIONABLE INGREDIENTS
Up to 60% of what you put on your skin can be absorbed into your bloodstream, so we avoid controversial ingredients because we either know they're bad for you or suspect they might be. You'll notice that we carry both "clinical" and "natural" brands, because what we really care about is whether or not a product will solve your problems, not how it's marketed. But rest assured that we've scoured every ingredient list to make sure they're as clean as possible without compromising results. Because we don't rely on the way each brand is marketed to make our decisions about what makes the Ayla cut, we're even more thorough than many natural beauty retailers out there! Click here to learn more about our approach to non-toxic beauty.
3. THEY'RE MADE WITH CARE
Behind all of the brands we carry are passionate people who have poured their hearts into the development of these incredibly effective products. You might not have heard of many of them before, because we tend to support companies that spend money on their products, not on marketing. We also like to be the first to uncover the best and most interesting non-toxic beauty brands in the world. You can read about some of them on our press page and on the Inside our Brands section of our Enlighten blog.