Welcome to Your Clean Beauty Boutique
NakedPoppy is your home for the safest, cleanest, and most luxuriously crafted makeup and skincare — curated for you.
After taking your 3-minute beauty assessment, every product is rated just for you - and Perfect Picks are placed in your personalized boutique. This lets you shop for products that will look amazing without wasting time on the stuff that's not for you.
The NakedPoppy Story Starts With You
Your journey is part of something bigger.
We know because we’re on that journey with you. There’s a lifetime of beauty in all of us. It’s filled with growth, amazing experiences, and confidence that only gets richer with each new year.
Makeup and skincare are a personal part of that journey, and we love making it meaningful for you.
There’s a lot more ahead.
We launched NakedPoppy in 2019, and clean beauty has already made so many advancements that it’s hard to keep up. But luckily for you, that's our full-time job. We’re obsessed with the quality, applications, and processes that are constantly being innovated in clean beauty labs. We also ensure that every brand we work with is aligned with our values.
When you use clean beauty, you beautify your life.
In choosing clean beauty, whether that's a favorite mascara or a bold lipstick, you're choosing your own well-being. And once you’ve made that commitment, you’ll find it spreads into other parts of your life.
How We Vet Clean Beauty
Clean Beauty Cheat Sheet
Clean beauty refers to products that are formulated without harmful chemicals and therefore considered safer for you.
Regular makeup can contain plenty of questionable chemicals — some of which are linked to endocrine disruption, reproductive issues, cancer, and more.
Iffy chemicals aren’t the norm globally. The E.U., for example, has restricted the use of 1,382 different chemicals in cosmetics. The U.S.? Just 30.
Our healthy obsessions
The four pillars of what we consider ‘clean’ take into account every aspect of a product’s potential impact.
Every ingredient in every product we offer is rigorously evaluated for negative health effects.
Every product on NakedPoppy.com is cruelty-free. Period.
Minimizing environmental impact is a top priority.
Community and Social Health
Fair labor practices, worker safety, and community outreach — we seek partners with positive values.
Not Just Cleaner. Cleanest.
This isn’t just about cutting out the major no-no’s. It’s about delivering the safest, most highly vetted beauty products anywhere and making sure you don’t waste time on anything but the best of the best.
Ingredients used in personal care, many of which are questionable
Clean, vetted ingredients on NakedPoppy shelves
Screen for safety
Only 950 carefully vetted ingredients currently meet the NakedPoppy clean standard.
We don’t believe that merely banning a set of chemicals protects you properly (although we certainly have our No List of the absolute worst).
Why not? Because there are about 12,500 ingredients allowed in personal care in the United States. Banning dozens or even hundreds of these can still allow some nasties to slip through.
So, at NakedPoppy, scientists evaluate every stage of an ingredient’s lifecycle — and make sure that it’s not a known or suspected toxin.
Test for fabulousness
So it’s clean. But is it luxe, gorgeous, and long-lasting? A crew of expert makeup artists (and our founders) wear, play with, and live in each product before it gets the OK.
Meet the NakedPoppy Science Panel
Marisa serves as NakedPoppy's in-house scientist. She's an experienced cosmetic chemist with a passion for clean beauty, and holds four masters degrees. Marisa is responsible for making sure that NakedPoppy is the cleanest clean beauty store anywhere by carefully vetting each ingredient in every product in our store and keeping abreast of the latest scientific research.
Yashi is the Head of Science and Research at Novi Connect, a platform that enables sustainable product development in beauty and personal care. She's a trained chemist focused on green chemistry and sustainability and formerly served as a scientist at both NakedPoppy and Beautycounter. Yashi advises NakedPoppy on cosmetics ingredients and their impact on human health and the environment.
President of sustainable ingredient supplier Oh, Oh Organic, Gay has dedicated her career to the development and delivery of verified sustainable ingredients. She contributes her rare, deep expertise to NakedPoppy's ingredients policy and product formulation.
The Secret Sauce
Clean, cruelty-free, and environmentally friendly products are wonderful — but figuring out which ones are perfect for you takes effort. So, we got to work making it easy to find the ideal clean products for you.
You take your 3-minute expert beauty assessment, perfected by data scientists, chemists, skincare specialists, and makeup artists. NakedPoppy uses advanced technology that considers skin type, color, undertone, age, eye and hair color, allergies, sensitivities, beauty goals, and more to rate every product in our store according to how well it will work for you. It then assembles your personalized clean beauty boutique, featuring your Perfect Picks.
Meet the Team
We’re proud that our leadership team consists of wellness-obsessed, tech-savvy, clean beauty-loving women who live and breathe our mission to bring you the best of clean beauty — pretty much 24/7.
Note from our co-founder, Jaleh Bisharat
Sometimes I joke that when health food stores started carrying clean beauty, I was their biggest customer. It’s not far from the truth. I’ve always loved organic food, so it’s made sense to me that the products I use could also have an impact on my health.
Then, more than a decade ago, something happened that shook my world.
I stepped into the shower four months after a clear mammogram. And felt that lump nobody wants to feel. A few days later, I got that call nobody wants to get. Yes, it was breast cancer and yes, it was scary.
It was also a deeply personal awakening to the questionable chemicals we put in and on our bodies.
After I recovered, I became more clean-beauty-conscious than ever. As time passed, I noticed something magical unfolding: crunchy brands were giving way to increasingly luxe products that were just as good as what you’d find at the department store makeup counter.
I also became obsessed with the idea of sharing clean beauty. I know how hard it can be to make the switch, so I wanted to take the guesswork out of it. No trip to the store, just luxuriously crafted, cleaner-than-clean beauty products perfectly suited to you—all in one place.
So in 2019, NakedPoppy was born. We offer carefully-vetted makeup and skincare from the most exquisite clean brands, including our exclusive NakedPoppy products.
Our patented Beauty Assessment looks at over 50 personal characteristics specific to you, so you can be confident your recommended makeup and skincare will look fantastic, feel great, and work like a dream.
I want your makeup and skin rituals to be a joy not just because they make you feel good, but because they’re made with safe ingredients and high-quality processes that honor your body and your values.
Whether you're new to clean beauty, obsessed with it, or somewhere in between, thank you for being on this journey with us."
Our mission to bring you the best-of-the-best clean beauty has been made possible with the support of some of our favorite people — who also happen to be some of Silicon Valley’s top venture capital investors.
- Cowboy Ventures
- Felicis Ventures
- Khosla Ventures
- Polaris Partners
- Slow Ventures
- Amy Banse, Managing Director and Head of Funds, Comcast Ventures
- Thomas Layton, Chairman of Upwork and former CEO at OpenTable
- Susan Lyne, Managing Partner of BBG Ventures, former CEO of Martha Stewart Living Omnimedia and Gilt Groupe
- Andy Rachleff, Co-founder of Benchmark Capital, Co-founder and CEO of Wealthfront, Stanford Graduate School of Business Lecturer
- Jamie Rapperport, Co-founder and CEO of Eversight