I get asked this a lot: how do you decide what makes it onto Label Lookout? What's the process? Is there a checklist?
There is, actually. And I want to share it because transparency is the whole point of this site. If I'm asking you to trust my recommendations, you should know exactly how those recommendations are made.
Step 1: Get the Full Ingredient List
This sounds obvious, but it's often the hardest part. Not every brand puts their complete ingredient list on their website. Sometimes I have to check Amazon listings, retailer product pages, or even email the brand directly.
I won't evaluate a product without seeing the complete ingredient list. If a brand makes it difficult to find their ingredients, that's already a yellow flag. Companies with clean formulas tend to be proud of their ingredient lists, not hide them.
A surprising number of "clean" brands list ingredients on their website but omit certain components — sometimes the preservative system, sometimes sub-ingredients within a fragrance blend. I cross-reference multiple sources to make sure I'm looking at the full picture.
Step 2: Check Every Ingredient Against Red-Flag Categories
I go through the ingredient list line by line. Every ingredient gets checked against these categories:
Synthetic fragrance — Listed as "fragrance," "parfum," or sometimes hidden in terms like "proprietary blend." This is the single most common reason I reject products. The term "fragrance" can legally represent dozens of undisclosed chemicals, including phthalates, synthetic musks, and allergens.
Parabens — Methylparaben, propylparaben, butylparaben, ethylparaben. These are estrogen-mimicking preservatives that have been detected in breast tissue samples. The research is still debated, but the precautionary principle applies.
Phthalates — Often hidden within "fragrance" rather than listed separately. Used as plasticizers and fragrance fixatives. Known endocrine disruptors.
Artificial colors — Red 40, Yellow 5, Blue 1, etc. No functional purpose in most products. Several are banned or restricted in the EU.
BHA/BHT — Synthetic antioxidant preservatives. BHA is listed as "reasonably anticipated to be a human carcinogen" by the National Toxicology Program. BHT is less studied but in the same chemical family.
SLS/SLES — Sodium lauryl sulfate and sodium laureth sulfate. Harsh surfactants that strip natural oils and can cause irritation. SLES can also be contaminated with 1,4-dioxane.
Formaldehyde and formaldehyde releasers — DMDM hydantoin, quaternium-15, imidazolidinyl urea, diazolidinyl urea. These slowly release formaldehyde as a preservative strategy. Formaldehyde is a known carcinogen.
PEGs (polyethylene glycols) — Can be contaminated with 1,4-dioxane and ethylene oxide. Used as thickeners, solvents, and moisture carriers.
This isn't an exhaustive list, but these are the categories that eliminate the most products.
Step 3: Evaluate Context
Not every product category gets the same level of scrutiny. Context matters.
A rinse-off product (shampoo, body wash) has less skin contact time than a leave-on product (lotion, deodorant, sunscreen). I'm stricter with leave-on products because the exposure is prolonged.
Baby products get the strictest evaluation. Infant skin is thinner, more permeable, and more sensitive. Ingredients I might tolerate in an adult product get flagged in a baby product.
Products you ingest (lip balm, toothpaste) get scrutinized differently than products for your hair. Frequency of use matters too — something you apply once a week is different from something you use twice daily.
Step 4: Check Certifications
Does the product carry any third-party certifications? If so, are they real?
I look for EWG Verified, MADE SAFE, USDA Organic, Leaping Bunny, and NSF certifications. These involve actual independent evaluation and ongoing compliance.
I largely disregard self-awarded certifications and made-up seals. Some brands create their own "clean" badges or "purity" certifications that aren't backed by any independent body. These are marketing materials, not certifications.
I also verify claims. If a brand says it's EWG Verified, I check EWG's database. It takes 30 seconds and I've caught discrepancies.
Step 5: The "Why Is This Here?" Test
This is the most subjective part of my process, but I think it's the most important. I look at every ingredient and ask: why is this in the formula?
Every ingredient should serve a clear purpose. It should cleanse, moisturize, preserve, adjust pH, or provide some other functional benefit. When I encounter an ingredient that doesn't have an obvious purpose — especially if it's a chemical I have to research — that's a flag.
Sometimes the answer is reasonable. Sometimes it's not. A preservative system is necessary. A thickener serves a purpose. But "fragrance" in an unscented product? A dye in a face wash? These are ingredients that exist for marketing, not function.
What About Affiliate Links?
I want to be completely clear about this: no brand pays for placement on Label Lookout. No affiliate relationship influences whether a product gets recommended.
The process works in one direction only. First, I evaluate the product using the steps above. If it passes, it gets recommended. Only after a product is approved do I add an affiliate link, if one is available. Some recommended products don't have affiliate links at all. They're still recommended because they're good products.
I don't accept free products in exchange for reviews. I don't accept sponsored post requests. I don't have "partnerships" with brands. The site is funded through affiliate commissions on products I'd recommend regardless.
If a product I've previously recommended changes its formula and no longer meets my standards, I remove the recommendation. This has happened several times. The evaluation is ongoing, not a one-time stamp of approval.
Why This Matters
The reason I built Label Lookout is that reading ingredient lists is genuinely time-consuming and requires specific knowledge that most people don't have the bandwidth to develop. There are thousands of ingredients used in consumer products, and knowing which ones matter requires research that most people don't have time for.
I do have time for it. I actually enjoy it, which probably says something about me. But the point is that when you see a product recommended on this site, you can trust that someone has read every line of that ingredient list and thought carefully about whether it belongs there.
That's the promise. No shortcuts, no exceptions.