Nontox should be the norm.

I didn't start Nontox because I wanted to build a product directory. I started it because I was frustrated.

At a young age, I went through a period of significant hair shedding. I didn't know what was causing it, but I wanted to make sure the products I was using weren't making things worse. So I started looking for a shampoo I could actually feel comfortable using.

It should have been easy. Instead, I spent hours researching ingredients, reading about their safety, comparing products, and trying to figure out which claims I could actually trust. Eventually, I found something that seemed good enough.

But then I thought, what about my conditioner? Then toothpaste. Deodorant. Body wash. Face wash.

I realized I couldn't keep doing this for every product I needed. What frustrated me most was that ingredients I was trying to avoid seemed completely normal in everyday products. I started feeling like this was simply the way the world worked—that if I wanted to be more careful about what I used, I had to spend an unreasonable amount of time and effort doing it myself.

For a while, I honestly considered giving up and accepting the current standard. But then I wondered: what if I'm not the only person who feels this way?

There are so many people who want better products but don't have the time, knowledge, money, or energy to research everything themselves. And for many people, that burden is even harder.

That's when I decided I didn't want to just find better products for myself. I wanted to help build a better standard for everyone.

Nontox is my attempt to make that possible—a place where the research is already done, products are evaluated against a meaningful standard, and you don't have to become an ingredient expert just to buy everyday essentials.

I don't believe we can eliminate every risk from everyday life, and I don't believe people should live in fear of every ingredient. I simply believe that safer, thoughtfully made products should be normal—not something you have to spend hours searching for.

And that's why I built Nontox.

To make better, safer products easier to find, understand, and trust—and to make Nontox the norm, not the exception.

Nontox evaluates products using a toxicology-based, exposure-informed framework, looking at ingredients, materials, real-world use, available evidence, and other relevant concerns.

The goal is simple:

Less guesswork. Better choices. A higher standard.

Nontox is still growing, and there is a lot more to build. If you have a question, an idea, or simply want to get in touch, we'd love to hear from you.

And if you believe in what we're building and are interested in joining the Nontox team, we'd love to hear from you too.