Ingredient Glossary - What do the Ingredient Names Mean?

The ingredients described on most beauty products are confusing. Its alright you are not alone!

Its not because companies want to try and trick you or anything, in most cases its because companies legally have to put the big fancy names instead of everyday language.

So in an effort to help clarify what is the ingredients in our products we have made this glossary.

Vegan, cruelty-free and formulated without harsh ingredients.

The eyelashes are mostly made up of a protein called keratin. This is a fibrous protein which forms the main structural part of hair.
The remaining 3-10% of an eyelash is water. This is important to know when looking at the serum ingredients.
Each part of the formula has been carefully chosen to serve a very particular purpose.

Lash Serum Ingredients:


Water/Aqua: It is vital to all living things and in cosmetics, it is a great oil-free base for the active ingredients to be suspended in. Water is also naturally unscented and highly unlikely to cause an allergic reaction.

Glycerin: Pure plant glycerin is naturally obtained and is basically a sugar alcohol. In our formula it works on strengthening collagen in the eyelashes. It also acts as a natural preservative.

Propylene Glycol: Propylene glycol is an alcohol used to blend all the formula ingredients into a stable and uniformly dispersed product. It also holds moisture in the eyelash. Another great benefit is that it absorbs excess water, reducing bacteria growth to help your serum last longer.

Avena Sativa (oat straw extract
): Avena Sativa accelerates lash growth and strengthens the lash.

Myristoyl Pentapeptide is a peptide which increases eyelash growth. Peptides are the building blocks of certain proteins needed by the lashes.  Peptides, being “smaller proteins,” when applied stimulate lash growth, and promote natural hair production.

Panthenol occurs organically and can also be created from both plant and animal sources. The Simply Naked Beauty Serum is vegan so only plant sources have been used. Panthenol attracts and holds moisture to the lashes protecting them from breakage.

Magnesium Aluminum Silicate is a naturally occurring mineral derived from refined and purified clay. It is used as a thickener in cosmetics and beauty products.  

Dipotassium glycyrrhizate is an ingredient derived from licorice root extract which is anti-inflammatory and has a soothing/calming effect on skin. It is also used in many hair & lash products to improve hair strength, texture and root growth.

Phenoxyethanol: A preservative used in many cosmetics that fights bacteria. In eye care products that contain water and natural botannicals, preservatives are vital - otherwise they would be swarming with bacteria or fungi that would be dangerous to your health. Effective preservatives in water based cosmetics are vital for ensuring safety.

Allantoin Premium promotes and accelerates cell reproduction, conditions and nourishes the lashes, and is a known non-irritant.

Solubilisant LRI is a unique blend designed to enable water to be used as a substitute for alcohol in many cosmetic and perfumery products. It is also used to allow the serum to spread easily and evenly over the lashes.

Nonapeptide-1 is a peptide for lash growth. Peptides are the building blocks of proteins needed by the lashes - they are actually easier for the body to absorb than proteins. You could say that peptides are like “smaller proteins”. When applied to the lashes they stimulate root growth, nourish and repair, pretty much feeding your lashes with what they need.

Lash Serum Ingredients:
Ingredients: Water/Aqua, Glycerin, Propylene Glycol, Avena Sativa (oat straw extract), Myristoyl Pentapeptide (peptide), Panthenol (vitamin of B5), Magnesium Aluminum Silicate, Dipotassium Glycyrrhizate (liquorice root extract), Phenoxyethanol, Allantoin Premium, Solubilisant LRI, Nonapeptide-1 (peptide). Dipotassium Glycyrrhizate doesn’t exceed concentration of 0.2%.

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