With the launch of our tinted lip balms, HOW we color is something I'd like to discuss. There are many types of colorants on the market. Each has its own pros and cons, but we wanted to be able to give richly pigmented colors while remaining true to our company values.

• The most widely used cosmetic are FD & C dyes. Unlike most ingredients, colorants are actually pretty well regulated by the FDA. The FD & C Act ordered that colors and lakes must be approved by the FDA in order to be used in makeup. Despite the certification, there are many limitations -- some are actually unsafe for lips, while others may not be used near the eyes -- and many FD & C dyes are petrochemicals. We do not use FD & C colorants in our lip products.

• Not all colorants are suitable for or used in lip products. For example, Dihydroxyacetone is a 3 carbon sugar colorant that causes a chemical reaction once applied to the skin and later causes a "tan" appearance.

• Ultramarines are another common cosmetic colorant, however they are UNSAFE for use on the lips. It is a mineral composed of sodium, aluminum, silicate and sulfate. It gives a bold blue appearance. Ultramarines are deemed safe in other makeup applications, but they should not come in contact with mucous membranes including the lips.

• Carmine is another popular colorant. It is use in almost every lip gloss or lipstick that contains a shade of red. Carmine is a really bright crimson hue and is also used to deepen other pinks and berries. You will see products containing carmine marketed as "Natural", although that would really depend on your own viewpoint. Carmine, also known as cochineal, cochineal extract, crimson lake or carmine lake, natural red 4, C.I. 75470, or E120, comes from crushed and boiled cochineal bugs, which are a member of the beetle family. We do not use any animal ingredients and therefore you will never find carmine in our products.

What do we use?

So just where does the color come from? Let's take a look at the coloring additives we use to give our Purely Balm tinted lip balm it’s color.

• Mica is a silicate mineral. The name Mica applies to a group of naturally occuring minerals. Mica is completely safe for use in a lip balm. There are no health concerns with mica colorants. There is limited evidence that those exposed to a large volume of loose mica regularly (for example, those who work mining it) may inhale the particles, so they wear masks as a precaution so they are not inhaling dust. In cosmetics, mica is safe.

• Iron Oxides are another type of colorant we use. While iron oxides occur naturally, in cosmetics they are created synthetically to carefully remove impurities such as ferric oxide. Iron oxides are safe. This is how we can add red color without using animal ingredients or FD & C dyes.

• Non-nano Titanium Dioxide is also present in our product. Titanium Dioxide is a coloring agent and mineral form of sun protection. It is mined from the earth and is also an FDA-approved food additive. Non-nano Titanium Dioxide is safe. There are health concerns surrounding nanoparticles in titanium dioxide when inhaled or absorbed, as they may harm the lungs. Thanks to scientific research, we know that TD without nano-particles is safe -- and it is easy to find these days.

We are free to make the choice of what products we wish to use in our homes and on our bodies. Be educated about what you put in and on yourself. Why fake it?