OUR CLEAN Conscience™

Our purpose is to take the guessing work out of deciphering the safety of the products that you use on a daily basis on your body, your children and in the home. Our mission is to make clean beauty and wellness a staple concept in our brand, and not a fleeting trend or a marketing ploy to reach ingredient-conscious consumers. URBAN SUDS values sustainability, vegan / cruelty-free formulations and educating our customers through clear understandable messaging with our ingredient Index on our website. All ingredients and materials are selected from reputable sources that have pledged to not support child labor, exploit the individuals who harvest the materials and that most ingredients are from sustainable sources.

The URBAN SUDS brand adheres to the EU standards of clean ingredients as defined in the European Union's prohibitions (Regulation No.1223/2009, Annex II)

"The brand's values lie in being part of the catalyst for change in the personal care/beauty industry" - Madison Forte, Founder | Owner | Formulator       

URBAN SUDS strongly adheres to the highest standards of clean, cruelty free and vegan formulas, so we say NO to using any...


Contaminant found in some raw materials used in personal care products such as shampoos, detergents and body washes.

Contaminant found in raw materials such as film formers used in personal care products such as lotions, powders and creams.

Sulfates (SLS/SLES) - These are known to be disruptive to the skin barrier, and very drying. Used in cosmetics products as a foaming agent and can be commonly found in personal care, bubble bath, body washes and shampoos

This is a preservative that is commonly used in most water-based personal care products, and is safe when used at 1% or below. However, this particular preservative is almost completely absorbed through skin (78% ± 7% for the leave-on products) and metabolized either by the skin or by the liver into its major metabolite 2-phenoxyacetic acid.

Silicones - These can prevent active ingredients from absorbing into the skin (which will make the product sit on top)

Animal Testing/Animal Cruelty - None of our products or ingredients are tested on animals, and we do not work with suppliers that perform animal testing on their ingredients. All URBAN SUDS formulations are cruelty-free and vegan.

Formaldehydes/any derivatives/releasers - These are known carcinogens

Synthetic Fragrance - Most, if not all synthetic fragrance contain 1,000's of endocrine disrupting chemicals (like phthalates), carcinogens (like benzophenone and styrene) that are harmful to humans, animals and our planet

Synthetic Dye - These are mostly made up of petroleum derived chemicals that are commonly linked to allergic reactions, hormonal imbalances and changes in behavior in children. 

Used to whiten or lighten skin. This ingredient is banned in the US.

Methylchloroisothiazolinone (MCI), Methylisothiazolinone (MIT)
Used as preservative in a variety of personal care products. Not allowed for use in the EU and Canada.

Mineral oil, Paraffin, Petrolatum
Made from the breakdown of crude oil in the petrochemical refining process. Found in creams, lotions, candles and bodywash. 

Preservatives in shampoos, creams, lotions.

Perfluorinated compounds (PTFE)
Used in beauty products as a binding and skin conditioning agent.

Perfluorinated compounds (PFAS, PFOA, PFOS)
PFAS, PFOA and PFOS are used as film formers in cosmetics such as water-repellants and can be found in some waterproof mascaras and eyeliners, however, they have been banned in some states in the US so cosmetic use is limited.

These chemicals are believed to be endocrine disrupters, phthalates can lead to a slew of hormonal health problems. Phthalates are commonly found in synthetic fragrances to make the scent linger around longer.