Ingredient philosophy
Fewer ingredients, each with a clear purpose
AYEWOW’s ingredient curation begins with the skin barrier. Every candidate is being evaluated for compatibility with the lipids, humectants, and natural moisture the skin already relies on, rather than for dramatic promises on the label.
We reject extraneous fillers. Each constituent under consideration must earn its place by serving an essential daily skin function, so that the eventual formulations stay minimal, legible, and deliberate.
Under study
Three areas of ingredient focus
These are candidate categories being evaluated during development. No final formulas, concentrations, or benefit claims have been established.
Lipids
Botanical oils
Plant-derived oils are under study for their compatibility with skin lipids, selected for a gentle, non-stripping feel within each planned category.
Cleansing
Gentle surfactants
Mild cleansing agents are being assessed for their ability to clean without disrupting the skin’s natural barrier, a core requirement for the face wash and body bar concepts.
Protection
Mineral filters
Protective mineral filters are being studied for the SPF Skincare concept. Performance, testing, and formulation details will be published only after laboratory finalization.
Our standard
Formulation integrity comes before launch. Every ingredient will be documented, tested, and published only once it has been verified.— AYEWOW Formulation Principles