There's a pervasive message in our culture, one that serves to make women feel less than, or kind of rotten deep down. The idea that a woman must strive for beauty because of how she appears to others is a corrosive one. It's disempowering, and it's not what White & Elm is about.

As a beauty company, we absolutely want women to feel beautiful in their skin... but not because of how others will treat them. We want you to feel your deepest beauty because it allows you to share your true self with others. 

That's the kind of beauty we're after. Our products aren't intended to be armor you have to don before battle, they enhance the gorgeousness of the real you. They heal and repair, they sustain and nourish, they teach you to heed your own body's messages. Getting to that place is empowering. It is confident. And it is beautiful.


White & Elm is participating in the Environmental Working Group's EWG Verified™ program. The EWG VERIFIED™ mark makes it easier for people to choose products they can trust for their health. The EWG VERIFIED: For Your Health™ mark will help shoppers quickly and easily identify personal care products, including cosmetics, that meet EWG’s strictest standards while shopping in stores and online. Items bearing the mark must score in the “green” range in EWG’s Skin Deep® cosmetics database and meet additional criteria set by EWG scientists. 
EWG’s popular tool, Skin Deep®, will continue to be a great resource for consumers who want to educate themselves about the chemicals they are putting on their body. Further, EWG hopes its new verification mark will build on the successes of Skin Deep® by encouraging more companies to reformulate their products to achieve top scores and move the marketplace to produce healthier products. EWG plans to expand EWG VERIFIED™ to include household cleaners, food and more.

EWG VERIFIED™ is part of EWG’s mission to increase transparency in the marketplace and shine a spotlight on the many weak standards that govern consumer products. For example, the U.S. government does not require safety testing of personal care items before they hit store shelves. Companies can use almost any ingredient – including potentially harmful ones – in their products.  Learn more about the EWG Verified™ program and White & Elm's scores at EWG's Skin Deep®.


campaign for safe cosmeticsWhite & Elm is a proud business member of the Campaign for Safe Cosmetics.  Since 2004, the Campaign for Safe Cosmetics has used smarts and sass to pressure the cosmetics industry to make safer products.

The Campaign for Safe Cosmetics coalition, a project of the Breast Cancer Fund, works to protect the health of consumers, workers and the environment through public education and engagement, corporate accountability and sustainability campaigns and legislative advocacy designed to eliminate dangerous chemicals linked to adverse health impacts from cosmetics and personal care products.

The Campaign has educated millions of people about the problem of toxic chemicals in cosmetics, which has led to an increased demand for safer products in the marketplace.  Now hundreds of cosmetic companies fully disclose ingredients and avoid the use of cancer-causing chemicals, reproductive toxicants and other unsafe chemicals, demonstrating these practices are not only possible, but profitable. Retailers, too, are becoming part of the solution by requiring the national brands they sell to eliminate chemicals of concern and practice a higher level of ingredient transparency.


White & Elm is proud to be cruelty-free and vegan.  We do not test on animals and our formulations are free from animal products.  People for the Ethical Treatment of Animals (PETA) is the largest animal rights organization in the world, with more than 5 million members and supporters.  PETA focuses its attention on the four areas in which the largest numbers of animals suffer the most intensely for the longest periods of time: in the food industry, in the clothing trade, in laboratories, and in the entertainment industry. PETA works through public education, cruelty investigations, research, animal rescue, legislation, special events, celebrity involvement, and protest campaigns.




What’s Indie Beauty? If you want to get all technical and such, at its most basic definition, an indie beauty brand or retailer is simply a business that is independently owned, as in, it does not receive any corporately-backed funding to keep it going and its startup funds come from the shop owner him or herself… Indie beauty is really about so much more; it’s a lifestyle and a community. Indie beauty brands have a heart and soul that consumers can see in the products they buy. We have a passion for quality, for sustainability and for community.Being an indie beauty brand is not easy and that’s why having a deep passion for what we do is a must.

At White & Elm we show our passion through the quality of our products and our devotion to our customers.