What does clean beauty actually mean?

Just like eating clean, clean beauty rejects any harmful chemical, cruelty-free, and produced with low to zero environmental impact. Dangerous product ingredients? No, thanks. Parabens, phthalates, sulphates, and synthetic fragrances are out of clean beauty’s vocabulary.

All natural beauty ingredients


Why does clean beauty matter?

With the heightened concerns about the safety of beauty products, the clean beauty movement was created. The movement is about the transparency of brands about their ingredients. Many ingredients have been linked to medical conditions in the past and continue to grow as of now. It is vital that consumers are aware of what ingredients are in the products they use. 

Clean beauty doesn’t use these following ingredients:

  • Parabens 
  • Phthalates
  • Sulfates
  • Synthetic fragrances
  • Talc
  • Silica
  • Hydroquinone
  • Refined petroleum

Wuli has believed in clean beauty since day one. We created gender-neutral hair care products without compromising on safety and health. We also believe that the greatest source for beauty and grooming ingredients on earth – is the earth itself. Synthetics and other artificial ingredients are not our thing here. Never, ever. 

Raw shea butter in bowl

List of Wuli’s “clean beauty” active ingredients:

ALOE VERA - You can find this in our curl cream and sea salt spray. Aloe vera does not just soothe sunburn but also gives you vitamins and minerals that cleanse, hydrate and strengthen your hair without leaving a greasy residue.

ARGAN OIL - Wuli’s Curl Cream, Matte Balm, Shine Balm, and Sea Salt Spray have this gem. Everybody loves a clean scalp! Argan oil is rich in vitamins C and E, omega fatty acids, antioxidants and minerals, which stimulates scalp growth and keeps your scalp dandruff-free. 

BENTONITE - You’ll find this in our matte balm and shine balm. Bentonite clay contains six toxin-fighting minerals that remove excess oil, exfoliate your scalp and leave you with nourished and touchable hair. 

BURDOCK EXTRACT - Wuli’s Curl Cream, Matte Balm, Shine Balm, and Sea Salt Spray have this as well. Burdock root is loaded with vitamins, minerals and amino acids that work together to nourish your scalp and stimulate hair growth. Fresh, clean scalp plus long hair? It’s the bomb for us. 

CASTOR SEED OIL - If you like this ingredient, Wuli’s Curl Cream has it! Be kind to your scalp and watch castor seed oil bring your stunning curls to life.

HIMALAYAN SALT - This mineral-rich salt is the foundation of Wuli's Sea Salt Spray. Himalayan salt can dissolve product build-up, remove dandruff and help you achieve that perfect beach wave look.

JOJOBA OIL & JOJOBA ESTERS - You can find these in Wuli’s Curl Cream, Matte Balm, and Shine Balm. Found in the seeds of the Simmondsia Chinensis plant, jojoba is a liquid wax that deeply moisturises your hair and scalp. Cheers to an effortless, salon-fresh look!

KAOLIN CLAY - Wuli’s Matte Balm and Shine Balm are packed with this ingredient. Kaolin clay soothes an irritated scalp and stops breakages. The minerals in Kaolin clay such as silica, zinc, potassium, calcium and magnesium helps fine hair grow thicker, faster, softer and stronger.

MARULA OIL - Protecting your wavy or coily hair from wind, sun and humidity can be a daily struggle - but not with Wuli’s curl cream. Our curl cream contains Marula oil which is loaded with vitamins C and E. Instead of hiding your tresses from the world, watch them spring back to life with strength and beauty. 

NETTLE EXTRACT - You’ll find this in Wuli’s Curl Cream, Matte Balm, Shine Balm, and Sea Salt Spray. In addition to treating eczema, arthritis and allergies, nettle extract also combats dandruff, scalp itch, split ends and hair loss. It is indeed the flagship of ingredients. 

OLIVE LEAF EXTRACT - Wuli’s Matte Balm, and Shine Balm trust this ingredient. This goes right to work by repairing damaged hair, smoothing hair strands and preserving hair colour. Olive leaf extract also has higher levels of oleuropein than olive oil. This potent antimicrobial reduces inflammation and hair loss. Yes to a healthy scalp and fuller growth!

PRO-VITAMIN B5 - You’ll find this in Wuli’s Curl Cream, Matte Balm, Shine Balm, Sea Salt Spray. Pro-Vitamin B5 is naturally derived from a wide range of plants and veggies, and one of the cornerstones to peak hair hydration and scalp moisturisation. Say goodbye to dryness and frizz.

SAFFLOWER - If you love this ingredient, then get your hands on our signature Wuli Curl Cream. Safflower oil’s fatty acid and vitamin E concentrations nourish your hair and soothe your scalp. This also protects your hair from UV rays and repairs any damage that’s already been done. 

SHEA BUTTER - Wuli’s Curl Cream, Matte Balm, Shine Balm contains shea butter. This nutty oil is literally oozing with fatty acids to repair, tame and condition your hair follicles. Get that showstopper mane and show it to the world!

WHEAT PROTEIN - This is found in Wuli Curl Cream. Rich in amino acids, wheat protein penetrates deep into your follicles to replenish nutrients that often get stripped away by chemicals or weather. If you want that hydrated and strong hair, start to include wheat protein in your ingredients list. 

Curly hair man

No doubt you’ve probably heard the phrase “clean beauty” used in the last few years. Sadly, it’s not a regulated term, and everyone has a different interpretation. Fortunately for you, ours is really simple. 

Every ingredient that goes into our jars and bottles adhere to global regulations. That means if regulators deem an ingredient as prohibited or dangerous, you have our guarantee it's not in any of our products. If you're worried or unsure about any ingredient, drop us a line, and we'd be happy to share more insight with you.