Our Ingredients
At The Wilde Magnolia, transparency is at the heart of everything we do. We know that understanding skincare ingredients can feel overwhelming, especially when ingredient lists are filled with unfamiliar names. That’s why we are committed to helping you learn more about what's in the products we make, why each ingredient is included, and how it contributes to the overall experience and performance of a product.
We believe you deserve to know exactly what you’re putting on your skin and feel confident in the ingredients you use on yourself and your family.
We're all about balancing nature with effectiveness, combining beautiful botanical ingredients with carefully selected functional ingredients to create products that feel both gentle and effective. Every product we make is thoughtfully formulated in small batches using purposeful ingredients chosen for both their skin-loving benefits and sensory experience.
We are passionate about empowering you to better understand skincare ingredients, why they are used, and the role they play within a formulation. From nourishing plant oils and botanical extracts to clays, butters, and active ingredients, this page is designed to help you explore the ingredients we use, understand their purpose, and feel more confident in the products you choose for your skin and home.
Common Skincare Terms
Active Ingredients
An active ingredient is included in a formulation for a specific skin-supporting purpose, such as hydration, soothing, or improving skin texture. Examples include panthenol, allantoin, and hyaluronic acid.
Anhydrous
Anhydrous simply means “without water.” Products like balms, body oils, and some body butters are often anhydrous formulations, which can naturally have a longer shelf life due to the absence of water.
Botanical Extracts
A botanical extract is a concentrated ingredient derived from plants, flowers, herbs, or fruits to deliver specific skin benefits. Examples include calendula extract, chamomile extract, and green tea extract.
Carrier Oils
Carrier oils are plant-based oils used to nourish the skin and dilute essential oils safely within a formulation. Examples include jojoba oil, sweet almond oil, rosehip oil, and sunflower oil.
Emollients
Emollients help soften, smooth, and nourish the skin by supporting the skin barrier and reducing dryness. Plant oils and butters like shea butter, jojoba oil, and mango butter are commonly used as emollients in skincare.
Emulsifiers
An emulsifier allows oil and water to blend together into a stable cream or lotion. Without an emulsifier, oil and water-based ingredients would naturally separate.
Essential Oils
Essential oils are highly concentrated aromatic plant extracts used for their scent and sensory properties. They are typically used in very small amounts within skincare and self-care products.
Humectants
Humectants attract and hold water in the skin, helping maintain hydration and softness. Ingredients like glycerin, hyaluronic acid, aloe vera, and betaine are popular humectants used to support healthy, hydrated skin.
Occlusive
Occlusive ingredients create a protective barrier on the skin to help lock in moisture and reduce water loss. Ingredients such as beeswax, butters, and certain oils help keep skin feeling protected and nourished.
Preservatives
Preservatives help protect water-containing products from mould, yeast, and bacteria growth, helping keep products safe and stable during use.
Ingredient Bible
Browse through our comprehensive list of skincare ingredients below
Oils & Butters
Apricot Kernel Oil
What it is: A gentle oil pressed from apricot kernels.
What it does:
Rich in fatty acids and vitamins that help soften, nourish, and support smooth, healthy-feeling skin. Commonly used in lightweight formulations designed to comfort dry or delicate skin without heaviness.
Skin feel: Lightweight, silky, and softening.
Why we use it: Apricot kernel oil is loved for its gentle feel and versatility across facial and body products.
Argan Oil
What it is: A nourishing oil extracted from argan tree kernels.
What it does:
Rich in essential fatty acids and antioxidants that help soften and condition the skin while supporting moisture balance and smoothness.
Skin feel: Silky, lightweight, and smooth.
Why we use it: Argan oil adds softness and nourishment without leaving the skin feeling overly heavy.
Avocado
What it is: A rich oil extracted from avocado flesh.
What it does: Packed with fatty acids, vitamins, and nourishing plant compounds that help comfort dry skin and support softness, moisture, and skin barrier function.
Skin feel: Rich, smooth, and deeply conditioning.
Why we use it: Avocado oil is especially loved in richer formulations designed to comfort dry or mature skin.
Bakuchiol
What it is: A plant-derived ingredient sourced from the babchi plant. Commonly referred to as nature's retinol.
What it does: Commonly used in modern skincare formulations to help support smoother, more radiant-looking skin and improve the overall feel and appearance of the skin.
Skin feel: Lightweight and silky when blended into oils or serums.
Why we use it: Bakuchiol is valued for its gentle, modern approach to supporting healthy-looking skin.
Camellia Oil
What it is: A lightweight botanical oil traditionally used in Japanese skincare and haircare.
What it does: Rich in fatty acids and antioxidants that help nourish, soften, and support smooth, supple-feeling skin while maintaining moisture balance.
Skin feel: Silky, elegant, and fast absorbing.
Why we use it: Camellia oil offers a luxurious skin feel that suits lightweight facial and body formulations.
Castor Oil
What it is: A thick botanical oil extracted from castor beans.
What it does: Helps attract and retain moisture while contributing shine and conditioning properties to formulations. In soap, it helps boost lather stability and creaminess.
Skin feel: Thick, glossy, and conditioning.
Why we use it: Castor oil helps create a more luxurious skin feel and enhances the creamy lather of artisan soap formulations.
Cocoa Butter
What it is: A rich butter extracted from cocoa beans.
What it does: Rich in fatty acids that help protect the skin barrier, lock in moisture, and deeply nourish dry skin while improving softness and comfort.
Skin feel: Rich, dense, and deeply protective.
Why we use it: Cocoa butter adds richness and structure to balms and body products while helping skin feel deeply nourished.
Coconut Oil
What it is: A rich plant oil extracted from coconut flesh.
What it does: Helps cleanse, soften, and support the skin barrier. In soap making, it contributes to a rich, bubbly lather.
Skin feel: Rich and nourishing, though lighter in rinse-off products like soap.
Why we use it: Coconut oil is valued for its cleansing properties and ability to create creamy, luxurious lather in handcrafted soap.
Fractionated Coconut Oil
What it is: A lightweight form of coconut oil that remains liquid at room temperature.
What it does: Helps soften and condition the skin without the heaviness of traditional coconut oil.
Skin feel: Lightweight, smooth, and dry-touch.
Why we use it: Fractionated coconut oil creates lightweight, fast-absorbing formulations with a silky finish.
Jojoba Oil
What it is: A lightweight liquid wax extracted from the jojoba plant.
What it does: Helps support the skin barrier while providing lightweight nourishment and balancing moisture levels. Naturally rich in skin-compatible lipids that help soften and condition without heaviness.
Skin feel: Silky, lightweight, and fast-absorbing.
Why we use it: Loved for its versatility and skin compatibility, jojoba oil helps leave skin soft and nourished without feeling heavy or greasy.
Macadamia Oil
What it is: A nourishing oil pressed from macadamia nuts.
What it does: Rich in fatty acids that help soften, replenish, and support moisture retention while improving the feeling of smoothness and comfort on the skin.
Skin feel: Smooth, cushiony, and nourishing.
Why we use it: Macadamia oil leaves skin feeling soft and comforted while adding richness without excessive heaviness.
Mango Butter
What it is: A soft plant butter derived from mango seeds.
What it does: Helps soften and condition the skin while supporting the skin barrier and improving moisture retention. Rich in nourishing fatty acids with a smoother, lighter feel than some traditional butters.
Skin feel: Smooth, velvety, and less heavy than some traditional butters.
Why we use it: Mango butter adds a luxurious, silky feel to formulations without excessive heaviness.
Meadowfoam Seed Oil
What it is: A stable botanical oil pressed from meadowfoam seeds.
What it does: Helps soften and smooth the skin while supporting moisture retention and improving the silky feel and stability of formulations.
Skin feel: Silky, smooth, and cushiony.
Why we use it: Meadowfoam seed oil adds a beautiful elegant feel to formulations while helping improve stability.
Pumpkin Seed Oil
What it is: A rich botanical oil pressed from pumpkin seeds.
What it does: Rich in essential fatty acids, antioxidants, and naturally occurring vitamins that help nourish, soften, and support healthy-looking skin while improving moisture and comfort.
Skin feel: Nourishing, silky, and slightly richer in texture.
Why we use it: Pumpkin seed oil brings beautiful nourishment and a grounding botanical richness to facial and body formulations.
Raspberry Seed Oil
What it is: A nutrient-rich oil pressed from raspberry seeds.
What it does: Rich in essential fatty acids and antioxidants that help nourish, soften, and support healthy-looking skin while improving moisture and comfort.
Skin feel: Lightweight and silky.
Why we use it: Raspberry seed oil brings lightweight nourishment and a luxurious feel to facial and body formulations.
Rice Bran Oil
What it is: A lightweight oil extracted from the outer layer of rice grains.
What it does: Rich in antioxidants, fatty acids, and vitamins that help nourish, soften, and support moisture retention while leaving the skin feeling smooth and conditioned.
Skin feel: Lightweight, smooth, and conditioning.
Why we use it: Rice bran oil adds gentle nourishment and a silky feel to formulations while helping create balanced, conditioning products.
Rosehip Oil
What it is: A nutrient-rich oil pressed from the seeds of rosehip fruit.
What it does: Rich in essential fatty acids and antioxidants that help support dry, dull, and dehydrated skin while improving the feeling of softness, nourishment, and radiance.
Skin feel: Lightweight, nourishing, and slightly dry-touch.
Why we use it: Rosehip oil is valued for its ability to support healthy-looking, radiant skin while adding a beautiful lightweight nourishment.
Sea Buckthorn Oil
What it is: A vibrant orange oil extracted from sea buckthorn berries.
What it does: Naturally rich in antioxidants, fatty acids, and vitamins that help nourish dry or depleted skin while supporting softness and a healthy-looking glow.
Skin feel: Lightweight yet richly nourishing.
Why we use it: Sea buckthorn oil brings both skin-loving nutrients and a beautiful golden colour to formulations.
Shea Butter
What it is: A rich butter extracted from the nuts of the shea tree.
What it does: Deeply nourishing and rich in fatty acids that help support the skin barrier, improve moisture retention, and comfort dry or rough-feeling skin.
Skin feel: Rich, creamy, and protective.
Why we use it: Shea butter creates comforting, deeply nourishing formulations perfect for dry or winter-stressed skin.
Squalene
What it is: A lightweight emollient commonly derived from olives or sugarcane.
What it does: Helps soften the skin, support moisture retention, and improve the silky feel and spreadability of formulations without heaviness.
Skin feel: Ultra-lightweight, silky, and non-greasy.
Why we use it: Squalane creates an elegant skin feel and helps improve softness and glide in formulations.
Sunflower Oil
What it is: A lightweight oil extracted from sunflower seeds.
What it does: Rich in fatty acids and vitamin E to help support the skin barrier, maintain moisture balance, and soften the skin without a heavy feel.
Skin feel: Light, smooth, and non-greasy.
Why we use it: Sunflower oil is gentle, versatile, and suitable for a wide variety of skin types.
Sweet Almond Oil
What it is: A gentle oil pressed from sweet almonds.
What it does: Rich in fatty acids and vitamins that help soften, smooth, and nourish the skin while supporting moisture and comfort.
Skin feel: Lightweight to medium-weight with a silky finish.
Why we use it: Sweet almond oil is a beautifully versatile oil that works well across a wide range of skin types and products.
Botanicals & Herbal Ingredients
Butterfly Pea
Botanical/Scientific name: Clitoria ternatea
What it does: Rich in naturally occurring antioxidants known as anthocyanins, which contribute to its vibrant blue colour and botanical richness.
Traditional uses: Traditionally used in herbal teas and botanical wellness preparations throughout parts of Asia.
Why we love it in formulations: Butterfly pea adds stunning natural colour and a modern botanical feel to masks, soaps, and self-care rituals.
Calendula
Botanical/Scientific name: Calendula officinalis
What it does: Rich in naturally occurring flavonoids and antioxidants that help support dry, delicate, or comfort-seeking skin while adding a gentle botanical element to formulations.
Traditional uses: Traditionally used in herbal skincare rituals and botanical preparations focused on soothing and comforting the skin.
Why we love it in formulations: Calendula brings a calming, nurturing feel to formulations and aligns beautifully with gentle everyday self-care rituals.
Chamomile
Botanical/Scientific name: Matricaria chamomilla / Chamomilla recutita
What it does: Contains naturally occurring antioxidants and soothing plant compounds that help support soft, comforted-feeling skin.
Traditional uses: Traditionally used in calming herbal rituals, teas, baths, and gentle skincare preparations.
Why we love it in formulations: Chamomile adds softness, comfort, and a beautifully calming botanical element to skincare rituals.
Colloidal Oatmeal
Botanical/Scientific name: Avena sativa
What it does: Rich in beta-glucans, lipids, and soothing compounds that help support the skin barrier, maintain moisture, and comfort dry or delicate skin. Colloidal oatmeal is processed into an ultra-fine powder designed to disperse evenly in water and skincare formulations. This creates a silkier feel and allows it to better coat and comfort the skin in products like masks, baths, and creams.
Traditional uses: Traditionally used in baths and skincare preparations designed to soothe and soften the skin.
Why we love it in formulations: Colloidal oatmeal creates beautifully gentle, comforting formulations that feel soft, nourishing, and supportive on the skin.
Gotu Kola
Botanical/Scientific name: Centella asiatica
What it does: Rich in naturally occurring plant compounds commonly used in skincare focused on supporting healthy-looking skin, skin barrier function and hydration and moisture retention.
Traditional uses: Long used in traditional herbal practices and botanical wellness rituals throughout Asia.
Why we love it in formulations: Gotu kola brings a modern botanical approach to supportive skincare formulations.
Hibiscus
Botanical/Scientific name: Hibiscus sabdariffa
What it does: Rich in naturally occurring antioxidants, vitamin C, and plant acids, including naturally occurring AHAs that help support smoother, brighter-looking skin.
Traditional uses: Traditionally used in herbal beauty rituals and botanical infusions.
Why we love it in formulations: Hibiscus adds vibrancy, colour, and a luxurious botanical touch to skincare formulations.
Honey
Botanical/Scientific name: Mel
What it does: Naturally rich in sugars, amino acids, and humectant properties that help attract moisture and support soft, nourished skin.
Traditional uses: Traditionally used in skincare rituals and herbal preparations for its nourishing and comforting properties.
Why we love it in formulations: Honey adds warmth, softness, and a beautifully comforting sensory experience to skincare products.
Kakadu Plum
Botanical/Scientific name:Terminalia ferdinandiana
What it does: Naturally rich in vitamin C, antioxidants, and polyphenols that help support brighter, healthier-looking skin and overall skin radiance. Kakadu plum is known for containing one of the highest natural sources of vitamin C of any fruit.
Traditional uses: Traditionally valued by Indigenous Australians as a nutrient-rich native botanical.
Why we love it in formulations: Kakadu plum allows us to incorporate uniquely Australian botanicals into modern self-care rituals while bringing a fresh, vibrant botanical element to formulations.
Lavender
Botanical/Scientific name: Lavandula angustifolia
What it does: Contains naturally occurring aromatic compounds and antioxidants commonly used in relaxing botanical skincare rituals.
Traditional uses: Long used in aromatherapy, herbal baths, and botanical wellness rituals associated with rest and relaxation.
Why we love it in formulations: Lavender creates grounding, spa-like rituals and pairs beautifully with other botanicals and essential oils.
Marshmallow Root
Botanical/Scientific name: Althaea officinalis
What it does: Naturally rich in mucilage, which helps support soft, comforted-feeling skin and adds a soothing botanical element to formulations.
Traditional uses: Traditionally used in herbal preparations focused on comfort, softness, and skin support.
Why we love it in formulations: Marshmallow root creates beautifully gentle formulations with a soft, nurturing botanical feel.
Oat
Botanical/Scientific name: Avena sativa
What it does: Rich in beta-glucans and soothing compounds that help support the skin barrier and comfort dry or delicate skin.
Traditional uses: Traditionally used in soothing baths and skincare preparations for dry or sensitive skin.
Why we love it in formulations: Oat creates beautifully gentle formulations that feel soft, comforting, and nurturing on the skin.
Rose
Botanical/Scientific name: Rosa damascena / Rosa centifolia
What it does: Rich in naturally occurring antioxidants and aromatic compounds that help support soft, hydrated, and refreshed-feeling skin while contributing to overall skin radiance.
Traditional uses: Traditionally treasured in botanical beauty rituals, rose helps support soft, radiant-looking skin while creating a luxurious sensory experience.
Why we love it in formulations: Rose brings timeless elegance, softness, and a luxurious sensory experience to skincare rituals while beautifully complementing botanical formulations.
Rosemary
Botanical/Scientific name: Rosmarinus officinalis / Salvia rosmarinus
What it does: Rich in naturally occurring antioxidants that help support formulation stability and add a fresh herbal element to skincare.
Traditional uses: Traditionally used in herbal rituals, aromatic preparations, and botanical wellness practices.
Why we love it in formulations: Rosemary brings stability, freshness, depth, and an earthy botanical character to formulations.
Spirulina
Botanical/Scientific name: Arthrospira platensis
What it does: Rich in naturally occurring vitamins, minerals, amino acids, and antioxidants that contribute to its vibrant botanical profile.
Traditional uses: Traditionally consumed as a nutrient-rich algae in wellness rituals and natural preparations.
Why we love it in formulations: Spirulina adds beautiful natural colour and a fresh botanical energy to masks and soaps.
Yarrow
Botanical/Scientific name: Achillea millefolium
What it does: Rich in naturally occurring flavonoids, antioxidants, and aromatic plant compounds traditionally valued in botanical skincare for helping support balanced, healthy skin.
Traditional uses: Traditionally used in herbal preparations and botanical wellness practices for generations.
Why we love it in formulations: Yarrow brings an earthy, old-world herbal feel to formulations while adding depth and a grounding botanical character to skincare rituals.
Clays & Minerals
Activated Charcoal
What it does: Commonly used in cleansing formulations to help absorb excess oil and impurities while contributing a deep natural black colour.
Traditional uses: Traditionally used in cleansing and purification rituals across various cultures.
Why we love it in formulations: Activated charcoal adds a modern, deeply cleansing feel while creating striking natural contrast in soaps and masks.
Australian Pink Clay
What it does: A gentle mineral-rich clay that helps cleanse the skin while supporting softness and balance. Naturally rich in minerals and commonly used in gentle skincare formulations.
Traditional uses: Traditionally used in clay masks and cleansing rituals designed to refresh and soften the skin.
Why we love it in formulations: Australian Pink Clay creates beautifully soft, luxurious formulations while adding a delicate natural blush tone.
Bentonite Clay
What it does: A highly absorbent mineral clay that helps draw away excess oil and impurities while contributing a rich, earthy feel to formulations.
Traditional uses: Traditionally used in clay masks and cleansing rituals for deeply purifying skincare treatments.
Why we love it in formulations: Bentonite Clay adds a grounding, spa-like feel to masks and soaps while helping create a smooth, creamy texture.
Brazilian Pink Clay
What it does: A soft mineral clay known for its delicate pink tone and gentle cleansing properties. Helps soften and refresh the skin without excessive dryness.
Traditional uses: Traditionally used in clay masks and botanical skincare rituals focused on gentle cleansing.
Why we love it in formulations: Brazilian Pink Clay creates soft, elegant formulations with beautiful natural colour and a silky skin feel.
Brazilian Purple Clay
What it does: A mineral-rich clay naturally coloured by minerals and trace elements that help gently cleanse and refresh the skin.
Traditional uses: Traditionally used in clay masks and spa-style skincare rituals.
Why we love it in formulations: Brazilian Purple Clay brings a luxurious feel and striking natural colour to masks and soaps.
French Green Clay
What it does: A mineral-rich clay commonly used to help absorb excess oil and refresh the skin while contributing a deeply earthy, spa-like feel.
Traditional uses: Traditionally used in facial masks and cleansing rituals for oily or congested-feeling skin.
Why we love it in formulations: French Green Clay adds a grounding botanical feel and beautiful natural colour to formulations.
French Pink Clay
What it does: A gentle blend of mineral clays that helps lightly cleanse and refine the skin while maintaining softness and comfort.
Traditional uses: Traditionally used in delicate facial masks and gentle cleansing rituals.
Why we love it in formulations: French Pink Clay adds a silky texture and elegant natural colour to formulations.
Kaolin Clay
What it does: A mild, finely textured clay that helps gently cleanse the skin while improving the feel and texture of formulations.
Traditional uses: Traditionally used in powders, masks, and cleansing skincare preparations for generations.
Why we love it in formulations: Kaolin Clay is loved for its versatility, silky feel, and suitability across a wide range of skincare products.
Natural Colourants & Plant Powders
Alkanet Root
Botanical/Scientific name: Alkanna tinctoria
What it does: A botanical root powder traditionally used as a natural colourant that can create purple, mauve, grey, or deep plum tones depending on formulation.
Traditional uses: Traditionally used as a natural dye in botanical preparations and artisan crafts.
Why we love it in formulations: Alkanet root creates beautifully moody, earthy colours that add depth and an artisan feel to handcrafted soap.
Annato Seed
Botanical/Scientific name: Bixa orellana
What it does: A natural botanical colourant used to create warm golden, yellow, or orange tones in formulations.
Traditional uses: Traditionally used as a natural dye and colouring ingredient in botanical preparations and food.
Why we love it in formulations: Annatto seed brings warmth and sun-kissed natural colour to handcrafted products.
Beetroot Powder
Botanical/Scientific name: Beta vulgaris
What it does: A vibrant botanical powder used to create soft pink to rosy tones in formulations.
Traditional uses: Traditionally used in natural preparations and botanical colouring applications.
Why we love it in formulations: Beetroot powder brings playful botanical colour and a naturally vibrant feel to artisan products.
Butterfly Pea Powder
Botanical/Scientific name: Clitoria ternatea
What it does: A vibrant botanical powder rich in naturally occurring anthocyanins that contribute blue to purple tones depending on formulation.
Traditional uses: Traditionally used in herbal teas and botanical wellness preparations throughout parts of Asia.
Why we love it in formulations: Butterfly pea powder adds striking natural colour and a modern botanical touch to soaps and masks.
Cocoa Powder
Botanical/Scientific name:Theobroma cacao
What it does: A natural powder that contributes rich brown colour and a warm sensory element to formulations.
Traditional uses: Traditionally used in food, beauty rituals, and botanical preparations for centuries.
Why we love it in formulations: Cocoa powder creates earthy tones and complements indulgent, spa-inspired products beautifully.
Himalayan Rhubarb
Botanical/Scientific name: Rheum australe
What it does: A botanical root powder traditionally used to create soft golden, honey, or warm yellow tones in formulations.
Traditional uses: Traditionally used in botanical dyeing and herbal preparations.
Why we love it in formulations: Himalayan rhubarb creates naturally radiant earthy colours that complement botanical formulations beautifully.
Indigo Powder
Botanical/Scientific name: Indigofera tinctoria
What it does: A deep blue botanical powder traditionally used to create natural blue tones in soap and botanical formulations.
Traditional uses: Traditionally used as a natural dye in textiles, herbal preparations, and artisan crafts.
Why we love it in formulations: Indigo creates rich, grounding blue tones that feel earthy, calming, and artisan.
Madder Root
Botanical/Scientific name: Rubia tinctorum
What it does: A botanical root powder traditionally used as a natural dye that creates warm pink, rose, or earthy red tones depending on formulation.
Traditional uses: Traditionally used in natural dyeing and botanical preparations for centuries.
Why we love it in formulations: Madder root creates beautifully earthy, nature-inspired colours that feel timeless and handcrafted.
Spirulina
Botanical/Scientific name: Arthrospira platensis
What it does: A nutrient-rich blue-green algae powder used to create natural green tones while contributing botanical richness to formulations.
Traditional uses: Traditionally consumed as a nutrient-rich algae in wellness rituals and natural preparations.
Why we love it in formulations: Spirulina creates fresh, earthy green tones while enhancing the botanical feel of masks and soaps.
Yarrow
Botanical/Scientific name: Curcuma longa
What it does: A vibrant botanical root powder used to create warm yellow to golden tones in formulations.
Traditional uses: Traditionally used in herbal preparations, wellness rituals, and beauty practices throughout many cultures.
Why we love it in formulations: Turmeric brings warmth, richness, and beautiful natural colour to handcrafted skincare and soap.
Functional Ingredients
Allantoin
What it does: A skin-conditioning ingredient commonly used to help support soft, smooth, comforted-feeling skin while improving the feel of formulations.
Traditional uses: Allantoin is a naturally occurring compound found in plants including comfrey root, which has long been valued in traditional herbal skincare preparations.
Why we love it in formulations: Allantoin adds a gentle, comforting element that helps products feel soothing, nourishing, and supportive on the skin.
Betaine
What it does: A naturally derived humectant commonly sourced from sugar beet that helps attract and retain moisture while supporting skin hydration and softness.
Why we love it in formulations: Betaine helps create beautifully hydrated, silky-feeling formulations without heaviness or stickiness.
Cetearyl Alcohol
What it does: A fatty alcohol used to help thicken, stabilise, and soften creams and lotions while improving texture and skin feel. Unlike drying alcohols, it helps products feel creamy, smooth, and nourishing on the skin.
Traditional uses: Commonly used in skincare and haircare formulations to improve consistency, stability, and texture.
Why we love it in formulations: Cetearyl alcohol helps create rich, luxurious creams with a soft, velvety finish while supporting formulation stability.
Cetyl Alcohol
What it does: A fatty alcohol that helps improve softness, texture, and slip in skincare formulations while contributing to thicker, creamier consistency.
Traditional uses: Widely used in creams, lotions, conditioners, and balms to improve texture and skin feel.
Why we love it in formulations: Cetyl alcohol helps create silky, elegant products that feel soft and smooth without heaviness.
Coco-Caprylate/Caprate
What it does: A lightweight plant-derived emollient used to improve glide, softness, and absorption in skincare formulations. Often used as a natural alternative to silicones.
Why we love it in formulations: It creates a silky, elegant skin feel while helping products absorb beautifully without greasiness.
Emulsifying Wax NF
What it does: Allows oil and water to blend together into stable creams and lotions while improving texture, consistency, and the overall feel of formulations. It also helps create a smoother, creamier skin feel.
Traditional uses: Commonly used in creams, lotions, and emulsified skincare products to create stable, elegant formulations.
Why we love it in formulations: Emulsifying wax helps us create smooth, luxurious creams and body products with a soft, silky texture and reliable stability.
Glycerin
What it does: A powerful humectant that helps attract and retain moisture in the skin, supporting hydration and softness.
Why we love it in formulations: Glycerin helps products feel deeply hydrating and comforting while supporting healthy-looking skin.
Hyaluronic Acid
Scientific name: Sodium Hyaluronate / Hyaluronic Acid
What it does: Helps attract and retain moisture within the skin, supporting hydration, softness, and a plump, healthy-looking appearance.
Why we love it in formulations: Hyaluronic acid adds lightweight hydration and helps create fresh, dewy-feeling skincare products.
Panthenol
Scientific name: Panthenol (Provitamin B5)
What it does: Helps support hydration, softness, and skin barrier comfort while improving the feel and conditioning properties of formulations.
Why we love it in formulations: Panthenol creates beautifully soft, nourishing products that feel comforting and supportive on the skin.
Polyglyceryl-4 Oleate
What it does: A gentle plant-derived emulsifier that helps oil-based cleansers rinse cleanly from the skin when mixed with water.
Why we love it in formulations: It allows us to create cleansing oils that feel luxurious and nourishing while still washing away beautifully.
Sodium Lactate
What it does: A naturally derived humectant that helps attract moisture, support hydration, and improve the feel and hardness of soap formulations.
Why we love it in formulations: Sodium lactate helps create silky, hydrated skin feel while improving the performance of handcrafted soap.
Stearic Acid
What it does: A naturally derived fatty acid commonly sourced from plant oils that helps thicken and stabilise formulations while contributing to a rich, creamy skin feel.
Traditional uses: Commonly used in soaps, creams, lotions, and body products to improve texture and consistency.
Why we love it in formulations: Stearic acid helps create beautifully rich, stable products with a creamy, luxurious texture.
Tocopherols (Vitamin E)
What it does: An antioxidant that helps support the stability of oils while also contributing nourishing and skin-conditioning benefits to formulations.
Why we love it in formulations: Vitamin E helps support both product freshness and skin nourishment while complementing botanical oils beautifully.
Ingredient Transparency
Why Some Ingredients Have long Names
Skincare ingredient lists can sometimes look intimidating, especially when you see long scientific names you don’t recognise. But in many cases, these names are simply part of the internationally recognised naming system used within cosmetics called INCI (International Nomenclature of Cosmetic Ingredients).
INCI names create consistency and transparency across the skincare industry by ensuring ingredients are labelled using universal names recognised worldwide.
Many natural and familiar ingredients still sound scientific when written in their official INCI form. For example:
- Tocopherol = Vitamin E
- Sodium Olivate = Saponified Olive Oil
- Butyrospermum Parkii = Shea Butter
- Helianthus Annuus Seed Oil = Sunflower Oil
At The Wilde Magnolia, transparency is incredibly important to us. We believe understanding ingredients shouldn’t feel overwhelming, which is why we aim to explain not only what ingredients are, but also why they are used within a formulation.
Not every ingredient with a scientific name is harsh or unsafe, many are simply naturally derived ingredients listed using their official cosmetic names.
Ingredients We Avoid
At The Wilde Magnolia, we believe skincare should feel nourishing, intentional, and thoughtfully formulated. While every formulation is unique, we aim to avoid ingredients that don’t align with our approach to gentle, elevated self-care.
We formulate products that are free from:
- Harsh sulfates such as SLS and SLES
- Phthalates
- Mineral oil
- Palm oil
- Overly harsh cleansing agents
- Unnecessary fillers
- Excessively complicated ingredient lists
Instead, we focus on purposeful ingredients chosen for their skin feel, function, and overall formulation experience, balancing beautiful botanicals with carefully selected functional ingredients that help create safe, stable, and effective products.
Why We Use Preservatives
There can be a lot of confusion surrounding preservatives in skincare, but the reality is that preservatives play an important role in product safety.
Any product containing water, including creams, lotions, masks, mists, and cleansers, can quickly become a breeding ground for bacteria, mould, and yeast if not properly preserved. Preservatives help protect products from contamination and help keep formulations safe and stable during use.
At The Wilde Magnolia, we carefully choose preservatives that work effectively within our formulations while aligning with our overall philosophy of thoughtful, clean, balanced skincare.
We believe safe preservation is an important part of creating products you can feel confident using on yourself and your family.