Our No Nasties Promise

Founded on a Simple Idea

No Nasties Kids started in 2015 in our founder's kitchen with one simple dream, to create a safer, toxin-free space for kids to play and live. Over a decade later, we've grown into the world's largest and cleanest kids' play makeup and natural hair care brand, trusted by over 100,000 families across 31 countries. But our ethos hasn't changed. Every product we make is still held to the same strict standard: if it isn't safe enough for our own kids, it doesn't make it onto your shelf.

That's Our Promise.

What We Will Never Put In Our Products

"No Nasties" isn't just our name, it's our line in the sand. Across our makeup, nail polish, hair care and skincare ranges, you will never find:

• Talc, bismuth, carmine or Red Lake
• Artificial FD&C colourants
• Parabens or phthalates
• PFAS ("forever chemicals")
• Sulphates, SLS or SLES
• EDTA
• Gluten, dairy or soy

If an ingredient can't pass our safety bar for a child's skin, it simply doesn't get used, no exceptions, no "trace amounts," no fine print.

What We Do Put In

Clean doesn't mean compromising on what works. Our products are formulated with plant-based, naturally derived ingredients chosen for both safety and performance:

• Makeup and pressed powders are built around ethically sourced, child-labour-free mica, along with naturally derived mineral pigments and starches like tapioca and rice starch, batch tested for purity and heavy metals, so every pan meets the same clean standard.
• Hair care leans on plant extracts and botanicals - think chamomile, broccoli seed oil, emu apple, kangaroo paw and lilly pilly, instead of harsh detergents and synthetic conditioning agents. 
• Skincare (MEBEME) uses gentle, naturally derived cleansing agents, aloe vera, tea tree and native Australian botanicals to care for young and sensitive skin without unnecessary or expensive actives.

We publish our full ingredient lists openly on our Ingredients page, because a clean ingredients promise means nothing if you can't check it for yourself.

Made for Kids, By Design

Every formula is:

• Hypoallergenic and specially formulated for children's sensitive skin
• Allergy-friendly - free from common allergens including dairy, gluten, soy, tree nuts and wheat, with no hidden derivatives or traces.
• Batch tested for purity at the ingredient level
• Designed to be gentle enough for play, every day - and for the inevitable moments it ends up on skin or the family pet

We still recommend a patch test before first use, and our products are intended for external use only, but the goal from day one has been to remove the guesswork parents feel when handing their child a "beauty" product.

Tested to the World's Toughest Standards

Being Australian Made has never meant cutting corners on safety. Every No Nasties Kids formula is crafted to meet or exceed the strict cosmetic safety standards set by the EU and UK - widely regarded as among the most rigorous in the world.

Rather than relying on Australia's comparatively lighter touch cosmetic regulations alone, we hold ourselves to the same bar demanded of the toughest markets on earth: full cosmetic product safety assessment, ingredient-by-ingredient toxicological review, and formal registration for sale in both the EU and UK.

As the only Australian play makeup company to achieve this level of safety testing and registration, we've made a deliberate choice to prove our clean claims against the highest scrutiny available, not just the minimum our home market requires.

For Play, Not Stay®

We proudly hold the trademark on "For Play, Not Stay®" because it captures exactly what we believe kids' makeup and nail polish should be: fun, expressive, washable, and never something that lingers longer than the game does. Our nail polish scratches off. Our makeup wipes off. Nothing is designed to sit on a child's skin as a permanent cosmetic, it's designed to come off as easily as it went on.

Cruelty-Free, Always

We love animals as much as we love kids. No Nasties Kids products are never tested on animals, and neither are the ingredients we source, a non-negotiable standard we hold our suppliers to as firmly as we hold ourselves.

Proudly Australian Made

Every pressed powder, lip gloss, nail polish and hair care product is made right here in Queensland, Australia, where we can personally oversee formulation, sourcing and quality control from start to finish. Being Australian Made isn't a marketing line for us, it's how we keep our promise verifiable, batch after batch.

Why It Matters

Kids don't get a say in what goes on their skin, that responsibility sits with us, and with you. Our Promise is that we'll keep taking that responsibility seriously: reading the research, questioning the industry standard, and choosing the harder, cleaner path every time it's available. Multi-award winning or not, that's the only kind of company we ever set out to build.

If you ever have a question about an ingredient, a formula, or why we made a particular choice, reach out at hello@nonastieskids.com.au.