Our philosophy: our vision of beauty

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WELCOME TO THE #WAAMFAMILY !

OUR PHILOSOPHY OUR FORMULAS

Well, hello there! We're guessing you're here for a reason: you're looking for more responsible cosmetics, right? Well, at WAAM, we've made it our mission to offer healthy beauty alternatives to your everyday products.

Who is WAAM ?

To tell you more about WAAM, we must first tell you about Dieynaba, the founder.
In 2016, in an increasingly complex and less clean cosmetics sector, she wanted to return to simple, raw, natural products, starting with shea butter from her native Senegal. And having lived on 3 different continents, she's soaked up beauty secrets from all over the world! She wants to share this crossbreeding: WAAM, We Are All Metis, is born.
To read the founder's words, click here !

We believe in universal beauty

The heart of WAAM is to share with you the beauty rituals of the world, those that have been handed down from generation to generation. It's our way of coming together, of creating a community around a vision of beauty that's multicultural, inclusive and universal. And no one is left behind at WAAM: men, women, children, whatever your skin or hair type, we want all of you to find the answer to your needs. And we're here to help !
Make your skin diagnosis here !

Simple, natural beauty

Our grandmothers' beauty secrets are always simple, natural tricks. That's all we need!
Our products therefore contain only the essentials, clean and natural ingredients following a strict blacklist to respect your skin and the environment. And because we're not going to share nature's treasures with you by destroying it, we're careful about our impact, from the sourcing of our raw materials to the recycling of your finished products.
To find out more about our commitments, click here !

We aim for innovative beauty

WAAM's simple, natural beauty means first and foremost raw ingredients to make your own DIY cosmetics. But that's not all! Our expertise also enables us to develop ready-to-use products, so you can benefit from these ingredients from around the world without having to get your hands dirty.
We've set ourselves the goal of finding innovative solutions for greater eco-responsibility, healthy alternatives to your everyday products. And we've got lots of ideas !
To find out more about our expertise, click here !

Our formulas

We create 100% natural products for use on their own or in ultra-clean beauty recipes based on pure ingredients.

Inspired by beauty rituals from around the world

Did you know that WAAM products draw their inspiration from beauty rituals around the world that have been handed down from generation to generation?
We've sought them out, some from the other side of the world, others just around the corner. What they all have in common is that they celebrate the extraordinary powers of nature.

Short, totally transparent formulas

We share these powers with you in short, easy-to-make, totally transparent skincare formulas. In creating WAAM, we've gone back to basics, retaining only the essentials without sacrificing effectiveness. Only what's necessary, only for you: pure active ingredients, natural ingredients, organically grown whenever possible and obtained using gentle extraction processes that preserve their properties (cold-pressing for our vegetable oils or distillation with organic Aloe Vera water for our floral waters).

No more harmful substances and chemical components. We've replaced controversial ingredients with natural, skin-friendly alternatives.

Our blacklist

Ingredients you won't find again never in our products and alternatives:

Blacklist	Alternative
Mineral oils	100% pure and natural vegetable oils
Parabens	Benzyl Alcohol, Dehydroacetic Acid, Tocopherol
Nanoparticles and nanomaterials
Phenoxyethanol	Benzyl Alcohol, Dehydroacetic Acid
Silicones	Caprylyl / capryl glucoside
PEG (polyethylene glycol) and PPG	Fatty alcohol, sucrose stearate, polyglyceryl 3 isostearat
Substances of animal origin	Vegan products
Petrochemical actives	Active ingredients of natural origin
Suspected endocrine disruptors	We use only natural products such as oils, butters, clays...
Aluminum salts	Essential oils, Baking soda
Controversial sulfates (sodium laureth, ammonium lauryl)	Cocamidopropyl betaine, lauryl betaine
Quaternary ammoniums	Cocamidopropyl betaine, lauryl betaine
DEA, EDTA, TEA
Phthalates
Carbomer	Xanthan gum, succinoglycan
Formaldehyde and formaldehyde releaser (DMDM hydantoin)
Polysorbate
Triclosan
Isothiazolinones (MIT, DIT, MCIT)	Benzyl Alcohol, Dehydrocacetic Acid
BHA, BHT	Tocopherol

Parabens

Mineral oils

Silicones

Substances of animal origin

Phenoxyethanol

Nanoparticles and nanomaterials

PEG (polyethylene glycol) and PPG

Petrochemical actives

Suspected endocrine disruptors

Aluminum salts

Controversial sulfates (sodium laureth, ammonium lauryl)

Quaternary ammoniums

DEA, EDTA, TEA

Phthalates

Carbomer

Formaldehyde and formaldehyde releaser (DMDM hydantoin)

Polysorbate

Triclosan

Isothiazolinones (MIT, DIT, MCIT)

Azo dyes

BHA, BHT

100% pure and natural vegetable oils

Vegan products

Active ingredients of natural origin

Benzyl Alcohol, Dehydroacetic Acid

Caprylyl / capryl glucoside, Coconut Alcohol

Xanthan gum, succinoglycan

Fatty alcohol, sucrose stearate, polyglyceryl 3 isostearat

Tocopherol

Baking soda, Essential oils

Cocoamidopropyl betaine, lauryl betaine, betaine

We use only natural products such as oils, butters, clays...

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