This app for healthy personal care products helps consumers Think Dirty

think dirty

Consumers today are becoming more conscious about what they eat, where they buy their clothes — and even what they put on their face. To address this growing market of consumers that prefer more natural cosmetics, one Toronto-based startup has made an app to help consumers “think dirty”.

Lily Tse is the founder of Think Dirty, a mobile app that allows users to scan products in store to find potentially toxic ingredients in the product. Pitching on The Disruptors, Tse said that the platform currently has 300,000 products in its database and boasts 3.5 million scans to date.

“On average, every woman uses 12 products a day. If you look at the long list of ingredients that’s over a hundred chemicals being exposed to our body every day,” said Tse, whose app has over 700,000 downloads. “The long-term vision of Think Dirty is that we want it to be a lifestyle brand and a household trusted name when it comes to beauty and personal care.”

Co-host Amber Kanwar, who has sensitive skin, said she would love the app. “It takes big complex information and makes it readily accessible,” she said.

“I love the name, it’s fantastic,” co-host Bruce Croxon added. “My kids have food allergies, and sometimes the allergens are hiding in long sophisticated names. I love it.”

Watch the whole pitch below:

BetaKit is a production partner on The Disruptors. Tune in to BNN every Thursday night at 7pm for full episodes!