Max White Purple Reveal

Why it's rated this way

3 ingredients on this label are flagged. A cosmetic's rating is set by its most serious finding — here, Potassium Hydroxide.

1. Potassium HydroxideMinor concernAlkali (lye). It is used up in the product: as a pH adjuster it neutralises an acid in the formula, and in soft or liquid soap it turns the oils into soap. The EU caps the alkalinity it may leave (pH 11 for pH-adjuster use); the higher limits, with warnings, are only for hair straighteners, cuticle removers and depilatories.

   What it is

   Its recorded role: acidity regulator and chelating agent. About Potassium Hydroxide

   Why it's flagged

   Alkali (lye). It is used up in the product: as a pH adjuster it neutralises an acid in the formula, and in soft or liquid soap it turns the oils into soap. The EU caps the alkalinity it may leave (pH 11 for pH-adjuster use); the higher limits, with warnings, are only for hair straighteners, cuticle removers and depilatories.

   Regulatory basis

   EU Cosmetics Regulation, Annex III — allowed only within set limits and conditions; Greenveil's curated cosmetic-ingredient concern list.

   How sure we are

   High confidence. The label names this substance exactly.

2. Sodium FluorideMinor concernAnticavity active in toothpaste; beneficial at compliant levels.

   What it is

   Its recorded role: antiplaque and oral care. About Sodium Fluoride

   Why it's flagged

   Anticavity active in toothpaste; beneficial at compliant levels.

   Regulatory basis

   EU Cosmetics Regulation, Annex III — allowed only within set limits and conditions; Greenveil's curated cosmetic-ingredient concern list.

   How sure we are

   High confidence. The label names this substance exactly.

3. Ci 42090Minor concernPermitted cosmetic colorant.

   What it is

   Its recorded role: colorant and hair dyeing. About Ci 42090

   Why it's flagged

   Permitted cosmetic colorant.

   Regulatory basis

   EU Cosmetics Regulation, Annex IV — permitted colourant, with conditions; Greenveil's curated cosmetic-ingredient concern list.

   How sure we are

   High confidence. The label names this substance exactly.

Assessed against the label as captured: all 26 ingredients recognised.