as a brand deeply committed to the well-being of Black women, we’re dedicated to bridging the gap between toxic beauty standards and the wellness of our community.
ADIINE is rooted in wellness.
Rooted in Wellness is our initiative dedicated to advocating for safer beauty standards for Black women. We believe that health is beauty — and that self-care should never come at the cost of our well-being.
Through this initiative, we shine a light on these disparities, educate our community, and become the change we want to see.
hidden dangers in haircare products
Nearly 80% of beauty products marketed to Black women contain ingredients rated as moderate to high hazard, including chemicals linked to hormone disruption, reproductive harm, and cancer. Black women are nearly twice as likely as white women to use hair products with high hazard scores, leading to increased exposure to endocrine-disrupting chemicals that can interfere with hormones and reproductive health.
Despite these risks, many of these harmful ingredients remain unregulated in the U.S., allowing their continued use in personal care products.
what you can do
-
read ingredient labels before purchasing
We encourage you to read the ingredient lists/labels on products before you purchase them. If you don't recognize an ingredient, learn more about it!
-
check EWG rating
download the appEWG is a database that informs you of the potential hazards in a product.
Download the EWG Healthy Living app to instantly scan barcodes and learn more about ingredients and whether or not they include harmful/toxic ingredients.