As the godmother of ethically natural beauty, Pacifica Beauty takes pride in our role as trailblazer. Being at the forefront of compassionism^TM since day one, we advocate for transparency and the importance of making conscious choices when it comes to your beauty products. By frequently conducting consumer and clinical studies, we never lose sight of our service to our community to find effective formulas they love. More than just a beauty brand, Pacifica Beauty is a movement that empowers people to embrace their natural beauty and make choices that align with their values. Join our movement to redefine beauty, one conscious choice at a time. We believe that what we put on our skin is as important as what we put in our bodies and into the environment. Built to defy the industry’s notion that beauty cannot be both clean and effective, Pacifica Beauty proves that nature and science can coalesce in our high performance, 100% vegan and cruelty-free formulas made with intentional ingredients for real results. We abide by our strict Compassion Standards™, which include over 1,800 ingredients we will never use. As a leader in ethical beauty, it’s important that we use our platform and voice to advocate for positive change. Over the years, Brook has carefully chosen which causes and brands to align with; we’ve built a thriving community of like-minded individuals and organizations who share our standards, including the Gentle Barn™, Santa Barbara Wildlife Care Network™, and the ACLU. We use PCR (post-consumer recycled plastic), glass, and/or aluminum, and our outer cartons are made from sustainably sourced paper certified by the Forest Stewardship Council™.