We need change.

Time for honest skincare.

We are tired of beauty brands that promise too much and deliver too little.

We want products that work. Products that contain proven actives in proper concentrations.

Products that respect our skin and do not expose it to unneeded irritants.

WIMJ

Honesty

Seal

awarded to products with effective & transparent formulations

Learn more about our criteria

Honesty Seal Products

Timeless Skin Care 10% Vitamin C + E Ferulic Acid Serum

Transparent formula with proven actives. Free of unneeded irritants.

Choice of January 2023

Promise: Evens skin tone

Actives:
L-Ascorbic Acid 10%

See all promises

Dr Sam's Flawless Nightly Serum

Transparent formula with proven actives. Free of unneeded irritants.

Choice of January 2023

Promise: Anti-aging

Actives:
Hydroxypinacolone Retinoate 0.2%
Bakuchiol 1%
Niacinamide 10%

See all promises

Regimen Lab Level Serum

Transparent formula with proven actives. Free of unneeded irritants.

Choice of January 2023

Promise: Evens skin tone

Actives:
Niacinamide 5%
Acetyl Glucosamine 2%
Tranexamic Acid 3%
Alpha-Arbutin 2%
Undecoylenoyl Phenylalanine 2%

See all promises

Suntribe Suntribe All Natural Zinc Sunscreen Face & Sport SPF 30 Original White

Transparent formula with proven actives. Free of unneeded irritants.

Choice of January 2023

Promise: Sun protection broad-spectrum

Actives:
Zinc Oxide 23%

Geek & Gorgeous 101 aPAD

Transparent formula with proven actives. Free of unneeded irritants.

Choice of February 2023

Promise: Evens skin tone

Actives:
Potassium Azeloyl Diglycinate 6%

See all promises

BeautyStat Universal C Refiner Vitamin C Brightening Serum

Transparent formula with proven actives. Free of unneeded irritants.

Choice of February 2023

Promise: Evens skin tone

Actives:
L-Ascorbic Acid 20%

See all promises

Criteria

WHAT DOES HONESTY SEAL MEAN?

The WIMJ Honesty Seal means that the product:

01
Declares the concentration of the main actives included.
02
The formula is free of the common unneeded skin irritants & allergens - according to the WIMJ assessment.
03
Makes realistic and founded promises in its marketing.

The WIMJ Honesty Seal is awarded to independent brands that help drive positive change in the industry.

Companies cannot pay to receive the Honesty Seal. The WIMJ team rigorously reviews product formulations, and only up to 5 Seals are awarded each month.

WIMJ Honesty Seal is about transparency.

It does not guarantee:

01
That the product will 100% work for you. WIMJ does not run clinical trials. We can only establish that the recognized products include well-researched actives that can deliver the promised benefits.
02
That the product will not be irritating for you. We can only confirm that, to the best of our knowledge, the product ingredient list does not contain the most common skin irritants and allergens that are not needed to deliver on the product’s promises. Please remember that many skincare actives can be irritating.
03
WIMJ does not run lab tests on product samples to confirm the declared concentrations.