If pregnancy skincare were only about avoiding ingredients, formulation would be easy. It isn't. At CHOSEN, we start with three questions.
1. Is it safe for long-term use during pregnancy and nursing?
Every ingredient is evaluated using multiple toxicology databases, regulatory assessments, and peer-reviewed medical literature. We don't rely on a single source or a single opinion. We look at the totality of evidence before deciding whether an ingredient belongs in a formulation.
2. What is the actual problem pregnancy creates?
Pregnancy changes the skin. Hormonal shifts can increase the risk of melasma, dryness, barrier disruption and sensitivity. So instead of asking, "What ingredients are considered safe?" we ask, "What skin problem does this woman need help with during this phase of life?"
3. Can we solve that problem with ingredients that also have reassuring long-term safety?
This is where formulation becomes interesting. The goal is not simply to remove ingredients. It is to replace them with evidence-based alternatives that still deliver meaningful results.
Take melasma as an example.
We know that melasma commonly worsens during pregnancy. We also know that ultraviolet light is not the only trigger. Visible light, particularly in skin of colour, and infrared-associated heat can also contribute to pigmentation.
That is why our thinking extends beyond "high SPF."
Instead, we ask:
The result is a philosophy that sits at the intersection of problem → product → long-term safety.
Rather than beginning with a list of ingredients to avoid, we begin with the biology of pregnancy, identify the skin challenge it creates, and then formulate the safest evidence-based solution we can. That's the scientific layer that guides how we develop products intended for pregnancy and nursing.
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