When it comes to beauty, we believe in freedom. So we’re diving in, cleaning it up, and infusing it with fun. To bring you a place where everything is pure, powerful, and so good. You’ve probably heard all about “clean beauty” by now. It sounds simple, but it’s actually super hard to define. It’s not as if all chemicals are bad (water is a chemical) or that everything from nature is good (see: poison ivy). The truth is, it’s really complicated. That’s exactly why we started Roven — to make it easy to find products that will truly serve you. We review thousands of products to find the ones we absolutely love. Yes, we search for the eye-cream that magically eliminates bags after a sleepless night, and the blush that gives you a perfect no-make-up glow; but everything we sell also meets a whole lot of other standards.We screen rigorously against our banned ingredient list and offer full transparency when it comes to ingredients and toxicology reports.Products meet our standards — and the UN’s — for animal welfare, health, ethics, environmental, and safety standards. And, products continue to meet our standards as we learn more and raise the bar. Welcome to the brighter side of beauty.