SLS
THE POWER OF NEVER
The concept of never is powerful precisely because it is daunting . If something has never been done , then it appears impossible . But at Modere , we know it ’ s not .
Over 30 years ago , we started with a single product : Shampoo . In the process of creating our first product , we had to make a decision : Use conventional ingredients , or strive for something safer . We took the road less travelled . Instead of formulating with SLS ( sodium lauryl sulfate ), we chose safer and opted for more sound ingredients . And , while we didn ’ t know it at the time , that decision would go on to define our entire company . SLS was the first ingredient to which we said no , starting a list of ingredients we refuse to use that now numbers in the thousands and continues to grow .
So , when we say that we ’ ve never used SLS and never will , we understand the undertaking .
SLS is a common additive in most cleaning and personal care essentials . Bars of soap , hand wash , shampoo — you name it , a significant portion of household brands include SLS in their formulations . The chemical has been used in cleaning products for more than 80 years and , chances are , it will continue to be used for the next 80 .
But since our start , we ’ ve been offering a way to disrupt this precedent with safer alternatives .
Let ’ s get the facts straight first : SLS isn ’ t inherently dangerous in moderation . However , as with any ingredient , some individuals are more susceptible to irritation and that may be reason enough for concern .
So why even use this chemical ? Bubbles . Or foam , rather . Somewhere down the line , foam and lather became synonymous with clean and healthy . This resulted in companies turning to artificial foaming agents so their customers would feel like they were getting the most amount of “ clean ” for their money .
But personal care and wellness products are largely about the comfort of feeling that what you are using is working . Even if you are not irritated by SLS , a rich lather is made richer by the knowledge that the products you ’ re using are safely formulated . SLS — like gluten and other controversial ingredients — has fallen into disrepute . Today , some people either don ’ t feel safe with these ingredients in their products or would simply prefer a product without them .
So why say never ? It ’ s much-needed peace of mind in a world of muddled labels — a promise that lets our customers rest easier with the knowledge that their self-care essentials are there to help and never hurt .
Never is powerful and , at Modere , we mean it .
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