beauty with a brain.
we formulate with intention, test with integrity, and evolve with you.
It’s not about chasing what’s trending. It’s about building what lasts.
formulation philosophy — the receipts
We don’t make formulas for the hype. We make them for you; tested, transparent, and never overclaimed.
why it matters to madkind
We don’t do buzzwords or claims without receipts.
Our formulations start with what matters most: safe, legal, effective ingredients –
every item listed in full. We’re not “clean” as some of our products contain
mineral oil or petrolatum, and we’ll never greenwash that fact.
Instead, every launch moves us closer toward cleaner, kinder beauty, with
receipts published along the way.
what guides us
ingredient integrity.
If it doesn’t serve safety, skin, or purpose, it’s not in.
science + nature.
We mix bio-based ingredients with lab innovation. Not because “natural is good” or “synthetic is bad”,
but because the right balance works best.
skin-first performance.
Texture, comfort, results – before trends. Always tested on real skin, across tones and types.
Want a full breakdown? Explore the Ingredient Glossary.
INGREDIENT GLOSSARY
what we minimize and why.
we don’t chase “free-from” lists. that’s fear marketing.
but here’s what we use today that we know some customers prefer alternatives for.
fragrance in skincare.
Some formulas include it; always listed in full – allergens available on request. We minimized it, and our roadmap has fragrance-free and hypoallergenic options as soon as we’re able.
petrolatum + mineral oil.
Safe, dermatologist-approved, and in some of our launch products. But many customers prefer alternatives, so we’re actively exploring bio-based swaps where they make sense.
parabens, phthalates, sulfates.
Not in our core launches. Not because they’re scary words, but because proven alternatives exist.
animal-derived ingredients.
None. All of our skincare and color is vegan from day one.
INGREDIENT GLOSSARY
our proof & progress.
every formula passes:
Stability + safety testing before launch.
Independent verification of manufacturer data.
Post-launch: we’ll validate with a dermatologist and consumer testing, and publish the results openly.
Read More:
ETHICS AND SUSTAINABILITY
madkind approach.
madkind isn’t about noise or perfection.
It’s about progress you can see, test, and track.
