Why it matters
What are forever chemicals?
“Forever chemicals” is the common name for PFAS, short for per- and polyfluoroalkyl substances. PFAS are a group of thousands of human-made chemicals used to make products resist water, oil and stains. They break down so slowly that they build up in the environment and in living things.1
PFAS turn up in clothing, food packaging, electronics and cosmetics.1 In March 2025, the Government of Canada published its State of PFAS Report, which found that PFAS as a class, excluding fluoropolymers, are harmful to human health and the environment. It proposed adding them to the list of toxic substances under the Canadian Environmental Protection Act, with cosmetics among the products targeted in a later phase of restrictions.12
We think you shouldn’t have to wait for regulations to know what you’re washing your hair with.