There's been something on my mind bugging me lately - Why are so many people still investing into products that aren't good for them? And products that don't necessarily offer anything game changing?
In the beauty world, it’s no secret: most brands don’t reinvent the wheel. Instead, they rely on what’s called stock formulas - ready-made products from manufacturers that are repackaged, lightly tweaked, and sold under different brand names. It’s the reason you might feel like you’re buying the same product over and over again, just in different bottles. These “dupes” save brands time and money, but they don’t necessarily give consumers anything new or better. A lot of these formulas have also been around for 20+ years which means toxic ingredients that are not tracked or verified by the FDA but banned by a lot of clean verification NGOs are still making their way into your beauty products and into your blood stream.
At ITP Beauty, I wanted to do things differently. We spent over 2 years developing our own custom, EWG Verified formulas. Why? Because we believe clean beauty should actually mean something. We wanted a product that didn’t just meet industry standards - it set them higher. Formulas we can stand behind, knowing every ingredient was chosen intentionally for safety, effectiveness, and sustainability. I had so many manufacturers try to sell me ready made skincare lines ready to slap on a new label and was told this is how most brands begin, its quicker, cheaper, etc. etc. But for me I couldn't sell something that was not only purposeless but went against the entire reason I created ITP to begin with - to make clean beauty accessible for everyone and simplified with dual use solutions.
I believe that good things take time and don't come easy - this was a challenge I happily accepted. Creating something from scratch is not the easy route. It costs more, takes longer, and requires an incredible amount of research and testing. But that’s exactly why it matters. Too often, brands cut corners, chasing fast launches and trend cycles. We wanted ITP Beauty to count for something - to give our community skincare that is unique, trustworthy, inclusive, and worthy of their investment.
And here’s the exciting part: after 9 months on the market, consumers are noticing. They see that our formula feels and performs differently. They understand that it’s not just another dupe, but the result of years of dedication and a commitment to clean, verified beauty.
We're not here to blend in - to be another dupe brand with an exciting label slapped on or offer a cell phone case that holds your lip gloss but produces more single use plastic... We’re here to raise the standard. Because you deserve more than copy-and-paste beauty - you deserve products that were created with you, your health, and the planet in mind.
We’re deep in R&D on our third product – but we want your voice in the process. What clean beauty products are you still searching for, or feel are missing the mark? Share your thoughts anytime at hello@itpbeauty.com we would love to hear from you!
This is for you,
X Oni~