Choosing Our Ingredients

How We Choose Our Ingredients

Every NURSH formula begins with a simple question: Is this ingredient good for you, and good for the world around you? Our commitment to clean, responsible beauty guides every choice we make — from the farms we partner with to the botanicals we blend into each bar.

Cruelty‑Free, Always

We never test on animals — and we never will. Every NURSH formula is created with compassion, using gentle, effective ingredients that honor both your well‑being and the world we share. Our commitment to cruelty‑free practices is woven into every step of our process, from sourcing to final product.

Sustainably Sourced

We choose ingredients that respect the planet. That means working with suppliers who prioritize ethical harvesting, responsible farming practices, and long‑term environmental health. Sustainability isn’t a trend for us — it’s the foundation of everything we create.

Non‑GMO & Naturally Derived

Your hair and skin deserve ingredients in their purest form. We avoid GMOs, unnecessary synthetics, and harsh fillers, choosing instead to work with natural, gentle, plant‑based materials that support real results without compromise.

Local When Possible

As a brand rooted in the Iowa Great Lakes region, we believe in supporting the community that shaped us. Whenever possible, we source ingredients locally — reducing our footprint, strengthening local partnerships, and ensuring freshness and quality you can feel. 

Crafted With Intention

Every ingredient has a purpose. Every formula is thoughtfully balanced. And every product is made to nurture your hair and skin with the same care and integrity that started this journey.

Clean ingredients. Ethical choices. Real results. That’s the NURSH standard.