We love and care about Earth.
We respect nature
and we respect ourselves.
We want to live
in harmony with
our environment.
We are all
SeventyOne Percent.

At Seventy One, respecting our customers and fighting against climate change are at the core of our convictions.

This is our everyday engagement. It’s also the bet we took 11 years ago when clean beauty was not a valuable marketing argument nor an easy subject to tackle.

The « made in France » label was rather chauvinistic and the sourcing of sustainable materials a treasure hunt. Launching a brand in a market where constraints are still unknown allows one to set the grounds for crazy goals.

Our engine is the transparency and the will for a continuous improvement of our products.


We keep learning everyday ! We made mistakes and it will happen again.

But what is driving us and what we wish to share here with you is our quest for useful beauty products which are thought through carefully in order to bring you a maximum of pleasure whilst reducing significantly its impact on the planet.

What we know today is that the perfect product does not exist!
By becoming a player in the cosmetics industry we are aware that we are both part of the problem and the solution.

As no label defines yet officially what clean beauty is, we have developed internal guidelines to explain our convictions and our choices in terms of formulation, packaging and at a broader level a better understanding of our actions : « Mother Earth Approved ». We wish to be as transparent and clear as possible while we look for a constant balance between efficacy, naturality, eco-consciousness and solidarity.

We wish to be as transparent and clear as possible while we look for a constant balance between efficacy, naturality, eco-consciousness and solidarity.

Efficacy

Protection and hydration are at the core of our product development. Our first mission is to combine performance and sensoriality while avoiding marketing promises of what we could call « bullshit beauty ».

Our second one is to add a dose of fun and education (by not over- using marketing and fear) to offer you efficient and attractive products for the whole family.

A formula is not just a blacklist !

Each product is the result or a complex formulation that must be taken into account as a whole (thing that beauty apps don’t do yet, there is still room for improvement) to assess the added value and justify the price of a product.
All our products and claims correspond to in vitro and/or in vivo tests carried out by individual toxicologists, from the sun protection index to water resistance.

Naturality

All our products are 80% to 100% natural.

Being 100% natural or organic certified isn’t the perfect answer for everyone. European legislation is the safest in the world in terms of cosmetics and despite this, it is not always easy to untangle right from wrong. We at Seventy One have chosen a modern approach, without cosmetophobia, where we always favor ingredients from natural origins or organic active ingredients. We do not ignore synthetic alternatives when they bring a real advantage without comprising our DNA/leitmotiv.

For example, our choice of sun filters is made reasonably. Nous have decided to offer a short range where each use will find a suitable formula.

If mineral fiters (free of nanos) such as carbon dioxide and zinc oxide are often preferred, we do not exclude the use of certain chemical filters identified as « clean » today which offer a different spectrum of protection and a sensoriality more adapted to the product function (like hair care).

Nevertheless, we have chosen not to use many chemical (or organic) filters such as octocrylene, homosalate and benzophenone as a precautionary principle.



Eco awareness

Let’s try to limit our impact and let’s reduce the unnessary by proposing desirable products at the right price. Our approach is global and we stand by our conviction at the risk of losing a certain part of glamour or marketing advantage which would appeal more massively. We arbitrate each decision with the most in-depth CSR approach.

For any type of packaging, we systematically use recyclable materials. Our tube are partly made of PCR plastic (product cycle recycle and recycled milk bottles), the best alternative currently available on the market in terms of impact and life cycle.

We have made the choice to get rid off 80% of our secondary packaging and we never manufacture single use samples or products to promote our brand. Our logitic approcah is

A challenge for the years to come and we have already made the choice to use only « sustainable development » labeled cartons as well as standard cartons. Indeed: why should we increase our environmental impact with specific customized SeventyOne Percent packaging when we know it will be torn and thrown away ?

We chose common sense. We also benefit from a new technology thanks to the engagement of our French partner Albea. They have enabled us to reduce by 45% the amount of plastic used to manufacture a standard tube.

Our eco-responsibility approach also extends to the choice of our raw material suppliers, whom we carefully choose for their CSR policy. In order to limit our impact, we must control our growth and production and promote responsible consumption.

As our concern for transparency is as global as our approach, we are working towards our goal of becoming a B-COPR certified company by 2023/2024. B-COPR certification is the highest distinction for committed companies that place environmental and social aspects as a crucial element of their activity.


We also benefit from a new technology thanks to the engagement of our French partner Albea. They have enabled us to reduce by 45% the amount of plastic used to manufacture a standard tube.

Our eco-responsibility approach also extends to the choice of our raw material suppliers, whom we carefully choose for their CSR policy. In order to limit our impact, we must control our growth and production and promote responsible consumption.

As our concern for transparency is as global as our approach, we are working towards our goal of becoming a B-COPR certified company by 2023/2024. B-COPR certification is the highest distinction for committed companies that place environmental and social aspects as a crucial element of their activity.

Solidarity

Our commitment is in our name, SeventyOne Percent – this 1% is above all the symbol of our commitment, of our desire to give meaning to our actions.

How can we enhance of involvement and our engagement when the possibilites of financial contributions are not yet significant ?

Beyond the numbers, we hope to be able to unite and educate an ever-wider audience around initiatives such as beach cleaning, child sponsorship and the devlopment of more balanced and fair consumer view of what is a « good product ».


VDM action focuses on children and access to clean and drinking water. Because children are the most vulnerable people in urgent situations, our duty is to make our community aware of the importance of making drinking water accessible to help directly finance projects that respond to these challenges for a fairer world. Let’s work for life, for hope at our own pace.



Sponsor a child


To conclude, at Seventy One, we try to be up to the challenges of our world walking on its head. We have ideals, convictions and we have taken action to defend the, as best as possible at our own level. We hope to be understood in our actions and that our daily struggles will resonate with those of you who will be sensible, or not, to our approach as entrepreneurs.


We are all
Seventy One Percent...

Let's talk

USE OF COOKIES
By continuing your visit to this website, you accept the use of cookies to offer services and offers tailored to your interests.