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Transparency.
Let’s get real.
Dude Paint will not claim to be free of a substance that does NOT belong in nail polish. For instance, gummy bears do not belong in nail polish. Therefore, we will not claim to be “free of gummy bears” in our formulation list. In real talk, gluten, lead and parabens do NOT belong in any nail polish formulations. Our view is that we can’t be free of something that isn’t there to begin with. Otherwise, we would claim to be free of gummy bears, pickles, and hot sauce. (Which are all true, yet irrelevant, claims.)
That’s real talk.