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Miild is revolutionizing the beauty industry by introducing the world’s first Swan certified make up line, proving it’s possible to produce professional make up—without chemicals.

If you have allergies—and so many of us do—you’ve probably searched all over for make up that is safe to use without having to worry about unwelcome body-reactions. You’d think this would be a given in 2017, but clearly it’s a long stretch for most beauty brands to exclude perfumes, chemicals and metallic’s (i.e. allergens) from their products. However, things are finally turning around.

Miild is a Danish make up brand (high five neighbors) founded by professional make up artists—and life-long allergists—Tanja Gregersen and Tilde Svedensen. They themselves have been struggling, both privately and professionally, to find make up they can use without facing consequences. The ok-to-use make up available is obviously extremely limited, and so they made the decision to take things into their own hands.

What they’ve done is actually quite unique. Using natural and nursing ingredients like castor oil, Shea butter, apricot seed oil, sunflower oil, olive oil and almond oil Miild has managed to create a line of basic make up (18 products in 6 categories five synthetic brushes) with an ingredient list that is scaled way back. By succeeding in creating make up that is both allergy-friendly, organic and sustainable, and here comes the really brilliant part, Miild is now Allergy Certified and the first make up brand—in the world—to receive the official Nordic eco-label the Swan (Svanen). This is a big deal.

What the Swan-branding guarantees is that these products are good for you and the environment (again, why isn’t all make up?), meaning that every ingredient has been thoroughly reviewed and evaluated. Some of the criteria’s for the Swan certification reads:

– Substances that are on EU’s list of suspected hormone disturbing substances are not allowed.
– Preservations classified as allergenic are not allowed.
– The products pass the tough regulations for perfumes and metals in dyes.
– The products live up to the tough demands on the environmental qualities of the content, regarding biodegradability, bioaccumulation and toxicity to aquatic organisms.
– The products contain no microplastics.

Visit Miild and check out all the products here. Oh, and follow them on Instagram!


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