Truly Clean – CANE Beauty - A TRUE Clean Beauty Brand


The truth? Brands define clean how they want without saying how they are clean. Products can claim to be clean but still use ingredients that are irritating or have unknown (untested) effects. Products can appear clean and still have ingredients with harmful effects. YIKES!

Our approach is simple. We tell you why we pick certain ingredients and avoid others. We want everyone to be knowledgeable and ingredient conscious when it comes to taking care of your hair and skin.

Raising The Bar

The standard of clean beauty is way too low. We are raising the bar.

What they say

  • Paraben-Free
  • Formaldehyde-Free
  • Phthalate Free
  • Sulfate Free
  • No Mineral Oil
  • No Paraffin Oil
  • No Petroleum
  • No Silicones

What We Say

  • Vegan
  • Cruelty-Free
  • Paraben-Free
  • Formaldehyde-Free
  • Phthalate Free
  • Sulfate Free
  • No Mineral Oil
  • No Paraffin Oil
  • No Petroleum
  • No Silicones
  • No Artificial Dyes or Colors Learn more.

    Known to cause of skin damaging irritation and contact dermatitis, dyes and colors are often undisclosed or only listed as “color" in cosmetic products.

  • Fragrance Free. Learn more.

    A major cause of skin damaging irritation, allergic reactions and contact dermatitis, fragrances are largely undisclosed or only listed as “fragrance in cosmetic products.

  • No Peppermint Oil & Tea Tree Oil. Learn more.

    Expert panels and scientific committees have found that these tingling essential oils have immediate skin damaging effects. Often called the tingle of clean, that tingle can be skin cell damage.

  • No Methylsulfonylmethane (MSM). Learn more.

    We do not use MSM because it has been known to dry out the hair which can lead to excessive shedding and breakage.

  • No Moisture Stripping Cleansing Agents. Learn more.

    We do not use stripping cleansing agents: Sodium Lauryl Sulfate, Sodium Lauryl Sulfoacetate, Sodium Dodecyl Sulfate, Sodium C14-16 Olefin Sulforte, TEA-Dodecylbenzenesulfonate or Dioctyl Sodium Sulfosuccinate.

  • No Ethanolamine Compounds (DEA, MEA, TEA). Learn more.

    This chemical group has known links to cancer and skin irritation.

  • No Drying Alcohols. Learn more.

    We do not use drying alcohols such as Ethanol alcohol, Ethyl alcohol, Alcohol Denat, Propanol alcohol, Isopropyl alcohol, Isopropanol alcohol or Benzyl alcohol.

  • No Irritating Preservatives. Learn more.

    We do not use these preservatives.

    • Methylchloroisothiazolinone and Methylisothiazolinone. Banned in the EU & Canada as unsafe in leave-on products and only allowed in low concentrations in rinse off products. We do not use them because they can still cause skin irritation in low concentrations.
    • Germaben II (sometimes listed as Propylene Glycol, Diazolidinyl Urea, Methylparaben and Propylparaben). Optiphen (sometimes listed as Phenoxyethanol and Caprylyl Glycol). Optiphen Plus (Phenoxyethanol, Caprylyl Glycol and Sorbic Acid). These have a reported link to contact dermatitis and skin irritation.

Never In Our Top 5

Unlike other brands, you will never see these in our Top 5 because your skin is our priority.
Behentrimonium MethoSulfate, Behentrimonium Chloride & Cetrimonium Chloride.

Studies show a link between these man-made compounds (often called naturally derived) and skin damaging irritation and allergic reaction. Dermatologists and skin experts recommend a concentration limit of 2% or less. We adhere to this limit.

How we are extra careful with your skin


Coconut can contain proteins that can deeply penetrate the hair. We limit our use of this ingredient to avoid protein overload. We also limit our use of this ingredient because researchers have found that these proteins can trigger allergic reactions based on how the ingredient is processed.

Coconut Derivatives

We do not use Cocamide Sulfate, Cocamidopropyl Dimethylamine, Coconut Diethanolamide, Cocamidopropyl PG-Dimonium Chloride Phosphate, Sodium Lauryl Sulfoacetate and Sodium Lauroyl Sarcosinate. Dermatologists say these ingredients tend to irritate the skin. We also limit our use of other coconut derivatives.

Essential Oils

Essential oils have amazing properties. but can be skin damaging in certain concentrations. We adhere to the dermatologist recommendations and limit our use essential oils to 1% or less, often 0.5% or less.


A commonly used more natural preservative. This ingredient can cause skin sensitization and contact dermatitis. To avoid skin irritation, dermatologists recommend a limit of 5% or less. We honor this limit.


A widely used preservative. This ingredient can cause allergic reactions and contact dermatitis. The US does not limit this ingredient but Japan & the EU limit this ingredient to 1% or less. We honor this limit.

The TRUE Clean Promise™

We profile ingredients to make sure they are truly clean and carefully formulate products to give you the best results without damaging irritation.

Principle 1: Only use ingredients that have a proven low risk of harm to the body.

We trust Science! We do not use ingredients linked to carcinogens, hormone disruption, birth defects or reproductive harm. We also do not use ingredients that disrupt normal body function or breakdown the skin barrier. If an ingredient has been banned in other countries, we do not use it even if it can be used in the US.

Principle 2: Avoid ingredient concentrations that are known to be harmful.

Scientific research shows that a safe ingredient can become harmful at certain concentrations. We formulate our products to avoid these harmful concentrations. We also take it a step further to avoid harmful concentration build up across our products. If ingredient has a concentration limit in other countries, we adhere to that limit even if there is no mandated limit in the US.

Principle 3: No harsh or drying ingredients that compromise hair and skin health.

Your hair and skin are meant to be hydrated. Our ingredients will not compromise that so we do not use drying alcohols (short chain alcohols), drying cleansing agents, fragrances, artificial colors or any ingredient known to be harsh or drying.

Principle 4: Always protect the skin. Avoid skin sensitization and skin damaging irritation.

An allergic response or repetitive exposure to harsh or irritating ingredients can lead to chronic skin inflammation, skin and follicle damage or hair loss. We do not use natural ingredients or oils known to breakdown the skin barrier, we avoid irritation prone cleansing and conditioning agents and we carefully use essential oils.

Principle 5: Pick premium ingredients and put them where they will perform the best.

We pick premium ingredients and carefully put them where they provide the most benefit to your hair and skin. This means we are careful with humectants and we are very selective with oils and their constituents. This also means that you may not see some commonly used ingredients in our products. Maximum results in unison with the body’s physiology starts with the best ingredients.
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