How We Curate Products

For us, a product has to be able to do more than just look good on paper.

Before we add anything to our product line, we test it thoroughly—on ourselves and, depending on the product, together with friends and family. This process often takes several weeks and can last up to three months. We don’t just test whether we like a product the first time we try it, but also how it performs with regular use.

In doing so, we pay attention to the following, among other things:

• a noticeable benefit when used correctly and regularly
• well-formulated and appropriately dosed ingredients
• Comprehensible product promises
• clinical, instrumental, or consumer-based tests, provided that the brand makes specific efficacy claims

We often have several discussions with brands, scrutinize their wording, and ask them to explain the basis for their statements. Sometimes we like a brand—but a specific product still doesn’t win us over. In that case, we don’t include it.

To us, effectiveness does not mean that every product must produce the same result for everyone. Skin, hair, and the body react differently from person to person. However, in our tests, a product must serve a clear purpose and offer a demonstrable benefit.

It’s just as important to us to explain who a product is suitable for, how it should be used, and what results you can realistically expect. After all, true self-care rarely comes from a single, spectacular treatment. It comes from products that suit you and that you enjoy using regularly.

We deliberately choose not to simply call ourselves a “clean beauty” store. To this day, there is no uniform, legally protected definition of the term—and different retailers apply very different standards.

That is why we prefer to be transparent about what we look for when making our selections and which ingredients we deliberately exclude from our product line.

Patricia’s years of experience with chronic acne and her training as a holistic health coach have greatly shaped her perspective on skincare and ingredients. Combined with Enes’s many years of experience in the professional beauty and hair industry, this has led to a clear philosophy:

We are not chemists, and we do not conduct definitive laboratory analyses of formulations. However, we thoroughly examine a product’s ingredients, ask the brands specific questions, and have them explain why certain substances are used and what their claims regarding effectiveness and tolerability are based on.

We don’t just consider whether an ingredient is natural or synthetic. Both can be beneficial—and both can trigger reactions in some people. Even natural fragrances, essential oils, and plant extracts aren’t automatically better tolerated by every skin type.

In addition, we have defined our own curation standards for Self Kaer. We do not carry certain materials or groups of materials—due to potential health or environmental concerns, their known irritant potential, or because we do not see sufficient added value in including them in our product line.

What you can find here:

Natural and Synthetic Fragrances

We do not rule out the use of fragrances in principle. When it comes to synthetic fragrance compositions, we ensure that they are phthalate-free and used in accordance with the applicable IFRA standards.

Even natural fragrances may contain allergens that must be listed on the label. Therefore, “natural” does not automatically mean that a fragrance is better tolerated by sensitive skin. If you have a sensitivity to fragrances or have known allergies, we recommend using a fragrance-free product or performing a patch test before applying the product to a large area of skin for the first time.

Silicones in Selected Formulations

Most of our product line is silicone-free. For a small number of products, we accept the use of silicones if they serve a clear sensory or functional purpose in the specific formulation and the overall product meets our standards.

Currently, you can find them, for example, in the Reome Firming Eye Treatment and the Biogenic Melting Cream.

We don’t want to tell you that we’re the most sustainable beauty brand. It’s nearly impossible to objectively prove a claim like that—and we’d rather be honest than make a promise we can’t fully back up. That’s why, when selecting a brand, we ask questions that go beyond the final ingredient list.

 We want to understand where key raw materials come from, why certain materials are used, and how transparent a brand is about its production and supply chain.

We cannot independently trace every single supply chain all the way back to its source. However, we ask brands to provide us with information on the origin of key raw materials, follow up when things are unclear, and pay close attention to how transparently and openly they explain their decisions.

What we can say is this: We view sustainability and responsible sourcing not as a one-time designation, but as an ongoing process.

In doing so, we look at, among other things:

• the origin of important or potentially critical raw materials
• the use of animal-derived ingredients and available plant-based alternatives
• Production sites and manufacturing conditions, to the extent that they are disclosed
• Packaging materials and unnecessary use of materials
• a brand's willingness to further develop existing products and processes

Manasi 7’s talc, for example, comes from a responsible source that the brand has clearly identified. Reome’s squalane is derived from olives, not from animal sources. Details like these are important to us, even if they aren’t immediately apparent in a finished product.

Not every solution is perfect right from the start. That’s why it’s also crucial to us how openly a brand addresses questions and whether it’s willing to continue improving its products and processes.

We aren't looking for perfection, but rather for partners who take responsibility, communicate transparently, and are committed to continuous learning.

A product may be effective and well-designed—but if it doesn't fit into your daily routine, you probably won't use it regularly anyway.

That’s why we also pay attention to how easily and comfortably a product can be integrated into an existing routine. The application should be straightforward, the texture or finish should be appealing, and the packaging should allow for easy and appropriate dispensing.

This leads us to ask ourselves:

• Is the product intuitive to use?
• Is the effort worth the benefit?
• Can it be meaningfully integrated into an existing routine?
• Is the product so pleasant to use that you'd be happy to use it regularly?
  

This factor, too, can determine whether we decide to carry a product. For us, a good self-care product isn't just about what it promises, but also about how it feels in real life.

A product should support your routine, give you a moment of mindfulness, and never be more complicated than it needs to be.

The way we curate beauty products isn't meant to tell you what to use. It's meant to help you make more informed and transparent choices.

If something is particularly important to you—such as fragrance-free, silicone-free, vegan, or the absence of a specific ingredient—you can use our filter feature in the shop. That way, you’ll see only the products that actually match your personal needs and priorities.

We will continue to refine our standards, evaluate new insights, and continually reexamine existing decisions. For us, conscious curation is not a set of rules established once and for all.

It is a promise to continue looking closely.