Clean Beauty Revolution

Are you onboard the clean beauty revolution? If you're reading this blog post then you either are or want to be! This is a super exciting time for the beauty industry where we have now cultivated both the knowledge and technology to develop and launch products which are not only cleaner and green but more sustainable too. Clean beauty is finally becoming mainstream.
Beauty products haven't always had our health in mind. If we look back to the history of cosmetics, we can see that people previously formulated their cosmetics with a high amount of toxic compounds such as lead and copper. Looking at the Geisha culture - up until the 20th century they painted their faces with white paint containing a large amount of lead to achieve their signature makeup look, before making the switch to rice powder.
At the core of the clean beauty movement is the concept of safety. This doesn’t mean that all of the ingredients used in these beauty products are natural – some, in fact, are still man-made. But it does mean that the formulations avoid anything that can cause harm to the user. Health is the number one reason why people are switching to cleaner choices.
There are accounts of patients whose health has been compromised by conventional beauty products, and whose doctors tell them to avoid particular ingredients. Others are concerned about the potential of what may happen to them as they grow older.
When determining a product or ingredient to be harmful or not, we invite you to consider the percentage of the ingredient in question being used in the formulation and whether it has been deemed safe by government classifications.
We have worked extremely hard to ensure that all ingredients used across Eye of Horus Cosmetics are classified as safe and non-sensitizing according to the most strict EU Compliance. Eye of Horus products are made with a combination of quality natural & certified organic ingredients without compromising on product performance. At times, we do choose to use a safe synthetic ingredient as it is clinically trialled to be as safe as a naturally occurring one, and it can often perform in a more controlled and stable manner.
Take the preservative Phenoxyethanol as an example - The negative research about phenoxyethanol is not about the cosmetics-grade version. There’s a big difference. Even plant extracts have to be purified when they are removed from the ground and put into cosmetic products. No one wants worms, fertilizer, heavy metals, and dirt in their products. Phenoxyethanol is the same situation, it is purified before it is used in cosmetic formulations.
In cosmetics, the concentrations of phenoxyethanol are typically 0.05% to 1%. If used in any of our products it is always under 0.05%. REGULATIONS: The European Economic Community (EEC) Cosmetics Derivative and the Cosmetics Regulation of the European Union approved phenoxyethanol in concentrations up to one percent.
As with many cosmetic ingredients, concentration matters. A 100% concentration of phenoxyethanol comes with some scary warnings. For example, the Safety Data Sheet on this preservative describes it as harmful if it contacts skin, is inhaled or gets into the eyes. Animal studies have shown it causes reproductive and developmental toxicity—no wonder some panic is occurring! As it turns out, the animal studies were about mice being fed large doses of this preservative, not about it being applied to skin, absorbing, and then causing reproductive or developmental harm. If you fed mice mass amounts of lavender or other essential oils, they would suffer terrible consequences.
The rest of the alarming studies are about using phenoxyethanol in full-strength or atypically high concentrations, not the amounts of 1% or less used in cosmetic products. Think of it as the difference between taking one sip of wine versus chugging several bottles at once!
Back to topical use, research has shown that compared to many other preservatives, the incidence of a sensitized or allergic reaction to phenoxyethanol applied as used in cosmetics is rare. But the truth is all preservatives, even the natural ones, carry some risk of sensitizing skin. That’s because preservatives of any kind are meant to kill fungus, bacteria, and mould and that can negatively impact the skin, and especially around sensitive eye areas..
Ironically, in order for natural preservatives to be effective, they have to be used in much higher amounts than synthetic preservatives, typically up to 10%. This higher amount poses irritation and sensitizing problems for the skin, so natural preservatives aren’t a slam-dunk replacement for synthetics, not even close.
An interesting fact - Although the phenoxyethanol used in beauty products is synthetic, this chemical occurs naturally in green tea, just like parabens occur naturally in berries and other natural foods. However having said all this, we work tirelessly with our manufacturers to keep abreast of new technology and innovations and often replace a synthetic or lab derived chemical with a natural/organic option as they develop and become effective. Safety, especially around the sensitive eye area is of utmost concern to us.
Eye of Horus Cosmetics BIO range
Going forward with our new product development, we are only formulating with the vision of being at the very forefront of the Clean Beauty Revolution. Our BIO range consists of up to 100% natural formulations that do not compromise on our promise of high performing cosmetics.
We have partnered with a wonderful manufacturer in our hometown of Byron Bay, Australia, to bring to life our four most recent BIO creations - the Solstice Shadow Palettes and Glow Complexion Palettes. This reduces our production carbon footprint and aligns with our commitment to more sustainable business practices, a key long-term goal of ours over the coming years. But that’s a whole other topic of discussion!
Eye of Horus Palettes
  • High performing pure mineral pigments
  • 100% naturally derived with a natural botanical preservative
  • Organic ingredients
  • Vegan & cruelty-free
  • No talc, petroleum or synthetic oils
  • Boosted with healthy bio-actives of nurturing moringa, golden seal and olive leaf extract
  • Pure Desert Clay - replaces talc and keeps colour locked in for longer
  • Beautifully crafted eco recyclable packaging
View Palettes
Eye of Horus Cosmetics BIO Lipsticks
  • High performing wax-based lipsticks
  • 98% naturally derived
  • Vegan and cruelty-free
  • Eco-friendly recyclable and biodegradable packaging
Containing marine dictyoperis oil, made from sustainably harvested sea algae - giving you a plumping and restructuring effect; natural sunflower, castor and olive oils for a glossy long-lasting finish, and candelilla and carnauba wax to nourish lips.
View BIO Lipsticks
BIO Mascara
  • High performing cream-based mascara
  • 98% naturally derived
  • Vegan and cruelty-free
This mascara has been formulated for lash health and growth using plant-based key ingredients such as Laminaria Digitata: A marine algae, noted for its hair regenerating and revitalising properties. It promotes hair growth and anti-loss and provides a rich source of iodine, iron and potassium and antioxidant properties.
NOTE: Recent studies show Laminaria Digitata can not only increase hair growth by up to 27%, but it can (over a 2 month period) increase the number of hairs by up to 10%. It will help to optimise your own lash-growing potential.
Shop BIO Mascara
View Bio Lip Elixir
  • High performing tinted gloss formula
  • 100% natural
  • Organic ingredients
  • Vegan and cruelty-free
  • A fusion of nurturing oils, butter and waxes for seriously luscious and full lips. Many of these ingredients can be traced back to ancient times as sacred elements for ultimate health and beauty.
  • Containing marine dictyoperis oil, made from sea algae - giving you a plumping and restructuring effect.
Available soon with NEW eco-packaging made from PCTG, which is granted Food Safe by the FDA and will not omit BPA’s (Bisphenol A – shown to imitate the body’s hormones, and therefore can interfere with the production, secretion, transport, action, function, and elimination of natural hormones).
Bio Lip Elixir
References for phenoxyethanol information:
Paula’s Choice Skincare - Phenoxyethanol
Regulatory Toxicology and Pharmacology, December 2016, page 156
PLOS One, October 2016, ePublication
Journal of the European Academy of Dermatology and Venereology, June 2015, pages 1,071-1,081
Cosmetics & Toiletries, 2014, issue 5, pages 24-27
International Journal of Cosmetic Science, April 2011, issue 2, pages 190-196