what clean means to us
We believe in beauty with a clean conscience. We prioritize ingredient safety over source, meaning that we look for effective, safe ingredients & green processes. While we prefer plant-based ingredients, we will use clean synthetics to achieve the optimal results. We source from partners who share our care for environmental, animal, & human safety. We avoid questionable ingredients & look to the EWG (Environmental Working Group) & CIR (Cosmetic Ingredient Review) for research & validation. We look for organic sources for our natural ingredients & further certifications like EcoCert or Cosmos when ingredients come from vulnerable regions like the Amazon. Ivy & Elder products are fragrance-free & smell only like the ingredients needed for beautiful hair. Click on "ingredient glossary" in the footer at the bottom of this page to learn more about our ingredients.
After leaving the corporate world to focus on our families, we are excited to re-enter the beauty category with products we truly love & a company culture that values health, happiness, magic, & beautiful hair. We created Ivy & Elder to capture our delight upon learning that trees actually communicate with each other. The forest is the original social network, where fungi help to relay signals between trees as creatures & plants go about their busy days & nights. Upon discovering & researching the tree horoscope signs based on ancient Druid lunar astrology, our brand name was clear: Ivy (for Gayle’s tree sign) & Elder (for Lisa’s).