The average person uses 9 personal care products daily, exposing themselves to roughly 126 unique chemical ingredients before leaving the house. Most of these are fine. Some are not.

This guide focuses on the ingredients that matter — the ones with real evidence of harm — and helps you make smarter choices without falling for marketing claims.

Skincare

Moisturizers: The biggest concern in moisturizers is preservatives. Parabens (methylparaben, propylparaben) are endocrine disruptors. Formaldehyde-releasing preservatives (DMDM hydantoin, imidazolidinyl urea) are carcinogen precursors. Safe alternatives include phenoxyethanol, potassium sorbate, and sodium benzoate.

Serums and treatments: Retinoids, vitamin C, and niacinamide are well-studied and safe for most people. Be cautious with products containing hydroquinone (skin lightening) — it's been banned in several countries and can cause permanent skin damage with prolonged use.

Sunscreen: Choose mineral (zinc oxide, titanium dioxide) over chemical (oxybenzone, octinoxate, avobenzone). FDA studies have confirmed that chemical sunscreen ingredients are absorbed into the bloodstream at levels exceeding the threshold for safety testing. Mineral sunscreens are not absorbed.

Hair Care

Shampoo: SLS (sodium lauryl sulfate) is the most common irritant — it strips oils aggressively and can cause scalp irritation. SLES (the ethoxylated version) is gentler but may contain traces of 1,4-dioxane, a probable carcinogen. Sulfate-free shampoos using cocamidopropyl betaine or decyl glucoside are effective alternatives.

Hair dye: Permanent hair dyes contain some of the most concerning chemicals in any consumer product, including p-phenylenediamine (PPD), which is a strong allergen and suspected carcinogen. If you dye your hair, semi-permanent or plant-based dyes have significantly fewer concerns.

Deodorant

The aluminum-cancer link is a common concern but the evidence is mixed — most major health organizations say aluminum in antiperspirants is safe. The more clear-cut concern is synthetic fragrances (phthalate exposure). If you want to minimize risk, choose fragrance-free formulations or mineral-salt based deodorants.

The Simple Rule

Fewer ingredients is almost always better. A moisturizer with 8 ingredients is easier to evaluate than one with 40. When in doubt, scan it with Rabbithole — we'll flag anything worth knowing about.

Browse our rated personal care products to find top-scoring options.