The house rules
What we won't say.
32 sentences this house is not allowed to write. The site will not deploy if one of them appears.
Every beauty house keeps a list of claims it is not allowed to make. Nobody publishes it, because the list is an admission: each rule is there because somebody wanted to write the sentence. Here is ours, in full.
It is not a policy. It is a program. A script called claimscheck reads every line of copy on this site before each deploy and fails the build when it finds one of these — so the rules are not a description of how we intend to behave, they are what stops us behaving otherwise. It has blocked us more often than it has blocked anyone else.
Four of them exist because we published the sentence first, and had to take it down.
- “100% natural” — on the cart page, until July.
- “clinically dosed and third-party tested” — on the cart page, until July.
- “proven by science” — in the homepage marquee, until 19 September.
- “Le Contour, with caffeine” — in ten places, and again in the eye-cream guide, found 2026-09-23 — its ingredient list has none.
The list
01A "proven by science" claim
no study of these formulas exists
02Blanket vegan claim
the FAQ admits beeswax
03"100% natural"
retracted in July, unverifiable
04Names the manufacturer in customer-facing copy
say "our lab"
05Describes the pieces as relabelled
say "made for Divina by our partner lab"
06Freshness as a claim about the formula
describe the process, not its effect
07Clinical claim with no study behind it
08Claims a batch size the maker has never stated
say "made after you order"
09Popularity claim with no sales behind it
10Testing claim with no test on file
11Dermatologist claim
no dermatologist is involved
12Certification the house does not hold
13Verification the house has never commissioned
14Packaging claim not yet confirmed by our lab
15A gift-note process nobody runs
16Returns are for unopened pieces
"no questions" overstates /returns
17A reply-time promise no channel guarantees
18Pairs Le Renouveau with an active it is not known to contain
19Le Collagène contains no collagen
describe the peptides
20Says Le Collagène contains collagen
its list has none
21Promises no irritation
nothing on file supports it
22Lash follicle or testing claim
say "conditions", "fuller-looking"
23Charcoal as an active
no Divina list shows it
24A charcoal serum
no Divina serum lists charcoal
25A house-wide fragrance-free claim
several pieces list fragrance
26"pure aloe"
L'Aloès lists water and glycerin first
27An absolute performance promise
say "made to", "gently"
28A strength or scar claim with nothing on file
29Production is two to four business days
30The returns policy offers no free return shipping
31Every piece is made to order
this exclusion cancels the 30-day returns
32A category-wide vegan claim
vegan status is per piece
What is left when you delete all of that
Ingredient lists as the maker publishes them, the twelve pieces that are not vegan with the reason named, a lab in Toronto holding ISO 22716, thirty days on unopened pieces, and no reviews at all until somebody writes one. It is a thinner pitch than the industry standard. It is also the part you can check.