Our Standards

Our standard: conscious beauty

At AMP Beauty, conscious beauty means expanding opportunity for underrepresented founders and bringing products with purpose to market. It's how we decide which brands we carry, how we work with them, and how we talk about their products.

Who we champion

We prioritize women-owned brands and founders from historically marginalized communities. Nearly every brand in our assortment is women-owned, and many are Black-owned, BIPOC-owned, Latine-owned or AAPI-owned.

We look for products that:

• Address unmet needs, like SPF without a white cast, care for coils and curls, or period care made without the materials people are trying to avoid.
• Serve overlooked consumers who have been an afterthought for big beauty.
• Fill meaningful gaps on the shelf, so you can find what you've been looking for in one place.

Most of our brands are emerging, founder-led companies. You can meet the people behind them in our Founder Stories.

Ingredients and formulation

We review each brand's ingredient story and formulation choices: what goes into a product, why, and what the brand is working toward.

We also support brands that are improving their formulas. Reformulation takes significant investment, expertise and time, especially for an independent founder. Some products in our assortment are still undergoing ingredient transitions. Our commitment is to help those brands make progress toward cleaner formulations and to be transparent about where they are in the process.

Product pages list ingredients as the brand provides them. If you have a sensitivity or allergy, check the full list, and ask us if anything is unclear.

What our ownership labels mean

• Women-owned / Female-founded: the brand was founded by and is owned by one or more women.
• Black-owned: the brand is owned by one or more Black founders.
• BIPOC-owned: the brand is owned by one or more Black, Indigenous or other founders of color.

Brands self-identify their ownership on the AMP Beauty brand application, and we use what they tell us to place them in these collections.

Shop by ownership: Black-owned · Female-founded · BIPOC-owned

Questions

Is everything at AMP Beauty "clean"?
Not yet, and we'd rather tell you that than overpromise. We review every brand's ingredients and formulation choices, and some products are still mid-transition to cleaner formulas. We support those brands through the process and are transparent about where they are.

Why do you carry products that are still being reformulated?
Because reformulating is expensive and slow, and independent founders shouldn't be shut out while they do it. Carrying their products helps fund the work.

How can my brand join AMP?
We work with emerging brands on retail readiness and omnichannel growth, including Target.com. Learn more at scale.ampbeauty.com.

I have a question about a product's ingredients.
Email service@ampbeautyla.com or text us, and we'll find the answer from the brand.