OUR COMMITMENT TO CLEAN
Clean, botanical-powered beauty is the foundation of Londontown. More important than fulfilling a baseline definition of “clean,” we are proud to redefine it and lead the way in doing beauty better, thoughtfully.
Simply put, being “clean” isn’t enough for us, it’s just the beginning.
Our mission has always been to provide safe and healthy, results-driven products for skincare, nail color, and nailcare. We create so you can have it all: elevated experience, effortless application, and products that go the extra mile.
In short, beauty is skin deep—and clean should look as good as it feels.
CLEAN DONE THOUGHTFULLY
We believe in clean formulations with consciousness and care. We strive for better, not perfect: a mantra that focuses on transparency and enables us too continue improving, always. Safe, effective innovation is possible--and a thoughtful approach to clean beauty means that what goes into our formulas is just as important as what we keep out of them.
WHAT’S IN
Restorative botanicals like our proprietary Florium Complex, plant oils, and extracts like Acai, Camu, Clary Sage, Dandelion, Jojoba Seed, Noni, Pomegranate, and Rosemary.
Supercharged natural actives and minerals like Biotin, Copper, Glycolic Acid, Kaolin clay, probiotics, PHAs, Vitamin C, Vitamin E, and more.
Safe synthetics whenever they pose as a more sustainable or efficacious alternative to their naturally-incurring counterparts. We always research and vet our ingredients first: all of our formulas meet the strict requirements of the European Union.
WHAT'S OUT
Unstable, sensitizing extracts —because not every natural ingredient is good, nor is every synthetic bad.
Known toxins like Formaldehyde, Toluene, DBT, Formaldehyde Resin, Camphor, TPHP, Xylene, Ethyl Tosylamide/Epoxy Resin, Nonylphenol Ethoxylate, Glycol Ether of Series E, MEHQ/HQ, Methylisothiazolinone, Bisphenol A, and phthalates.
Parabens & Gluten
Our commitment to clean includes re-thinking how we make and package our products, too. Responsible sourcing, ethical manufacturing, and reducing our carbon footprint are all key pillars in our pledge to sustainability. Product creation, product end-of-life, and everything in between are of equal importance.
This is how we’re actively improving our sustainability practices.
Innovation will always motivate our drive for research and constant improvement. We’re proud to have set the standard for clean nail polish, nail care, and skincare, thus far —and we’ll continue to set the bar higher.