OUR ULTRA-CLEAN STANDARD

Our Commitment to Clean Beauty

Natural ingredients are not enough. At NAYA, we are engaged to be a clean & sustainable brand, without making a compromises on the quality or efficacy of our products.

Uncompromising Quality

We are dedicated to developing high-performing formulas with a strong focus on safety and sustainability. Our mission is to provide you with the very best without compromising your well-being or the planet’s.

Setting new Beauty Standards

There is no universal standard for natural & clean beauty. That’s why NAYA's founder decide to ban 2000 potentially harmful ingredients from her formulas—going well beyond the strictest regulations in Europe which currently ban 1300 ingredients. (Please note, this number keeps adjusting by the EU Cosmetic Regulations)

Our Exclusive ‘No-No’ List

We take pride in sharing our ‘No-No’ list. The following ingredients are strictly prohibited from our products, even though some of them are often found in ‘clean’ formulations, such as potassium sorbate.

A Growing No-No List

  • Ammonium Laureth Sulfate
  • Benzalkonium chloride
  • Butoxyethanol
  • Butylated Hydroxytoluene (BHT)
  • Ceteareth-20 
  • Diaminobenzene
  • Hydroquinone
  • Isopropyl myristate
  • PEGs including PEG (Polyethylene Glycol) compounds, like PEG-100 Stearate, PEG-7 Glyceryl Cocoate, PEG-40, and its related chemicals
  • Phenoxyethanol
  • Resorcinol
  • Sodium Laureth Sulfate 
  • Sulfates
  • Synthetic flavour & fragrance
  • Potassium Sorbate
  • Ammonium Laureth Sulfate
  • Diaminobenzene
  • Methylchloroisothiazolinone (MCIT)
  • Methylisothiazolinone (MIT) 
  • P-Phenylenediamine
  • Phenoxyethanol
  • Sorbitol
  • Synthetic flavor & fragrance
  • Synthetic or natural fragrance
  • 1,4 dioxane 
  • Toluene
  • Volatile Silicones (D4, D5, D6)
  • Isopropyl myristate
  • Toluene
  • Ethanolamine
  • Hormones disruptor 
  • Butylated Hydroxytoluene (BHT)
  • Ethylhexyl Methoxycinnamate
  • Parabens
  • Phthalates
  • Resorcinol
  • Synthetic flavor & fragrance
  • Triclocarban
  • Triclosan
  • Vaseline mineral 
  • Volatile Silicones (D4, D5, D6)
  • Ammonium Glycyrrhizinate
  • Butoxyethanol
  • Methylisothiazolinone (MIT), 
  • Nanoparticle
  • PEGs including PEG (Polyethylene Glycol) compounds, like PEG-100 Stearate, PEG-7 Glyceryl Cocoate, PEG-40, and its related chemicals
  • Benzophenone 1,2,3
  • Butylated Hydroxyanisole (BHA) 
  • Diaminobenzene
  • Ethanolamines (MEA/DEA/TEA)
  • Formaldehyde
  • Hydroquinone
  • Isopropyl myristate
  • Nanoparticle
  • Polysorbate-20
  • Stearic acid
  • Talc
  • Toluene
  • Vaseline mineral 
  • Diazolidinyl urea
  • Imidazolidinyl urea
  • Microplastics
  • Benzalkonium chloride
  • Ethylenediaminetetraacetic acid (EDTA)
  • Nanomaterials included TiO2, ZnO & Carbon Black
  • Oxybenzone
  • Palm oil, Palm-derived
  • Coconut oil
  • Triclocarban
  • Triclosan

DID YOU KNOW?

Phenoxyethanol, a common preservative widely used in the beauty industry, even in Clean Beauty, has been associated with potential liver and blood concerns by National Center of Biotechnology. Despite its being widely used popularity, even across luxury skincare, Sarah has chosen to completely exclude it from her formulas.

5 Types of Hyaluronic Acid
Hydration Mask (Multi-Hyaluronic Complex) - NAYA
Naturkosmetik Naya Hydration Mask - vegan
Immerse Me | Elevate Hydration Mask (Multi-Hyaluronic Complex)
$88.00
Skin Barrier Cream
Everyday Day Cream (Skin-Barrier Cream) - NAYA
Everyday Day Cream listing the key ingredients with the title of efficacious ingredients of highest quality
Strengthen Me | Everyday Day Cream (Skin-Barrier Cream)
$91.00
Now in 100ml!
Everyday Cleansing Oil listing the key ingredients with the title of efficacious ingredients of highest quality
Cleanse Me | Everyday Cleansing Oil (Essential Oil Free)
$75.00
Vit C + Adaptogens
Everyday Glow Serum (Adaptogens + Vit C) - NAYA
Everyday Glow Serum listing the key ingredients with the title of efficacious ingredients of highest quality
Reenergise Me | Everyday Glow Serum (Adaptogens + Vit C)
$99.00
Hyaluronic Acid Serum
Aura Hydration Essence (Electrolytes) - NAYA
Aura Hydration Essence (Rich in Hyaluronic Acid) - NAYA
Balance Me | Elevate Aura Essence (Multi-Hyaluron Serum)
$105.00