Does Mira rate the effectiveness of cosmetics?

No. Mira does not assess how effective a cosmetic is — that is, whether it actually does its job (moisturises, smooths, holds a style, and so on).

Mira looks at one thing only: how safe the formula is for your health and the environment. Every ingredient on the INCI list is assessed for risk, and the result is shown as a score with a colour band — 'Excellent', 'Good', 'Poor' or 'Bad'.

We deliberately leave effectiveness out of the rating because:

• it is subjective and depends on your skin type, habits and individual needs;

• it can't be measured objectively from the ingredient list on the label.

In other words, a high band in Mira means the formula is safe — not that the product "works" better than others. These are two separate questions worth keeping apart.