The house rules
What we won't say.
42 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 partner 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"
09Ties a batch size to the house
say "made after you order"
10Clinical wording
the house has no clinical study; say what was studied, and by whom
11A restored-result claim
say "the look of", with the honest window
12A hand-made atelier the house does not have
a partner lab makes every piece
13Popularity claim with no sales behind it
14Testing claim with no test on file
15Dermatologist claim
no dermatologist is involved
16Certification the house does not hold
17Verification the house has never commissioned
18Packaging claim not yet confirmed by our partner lab
19A gift-note process nobody runs
20Returns are for unopened pieces
"no questions" overstates /returns
21A reply-time promise no channel guarantees
22Pairs Le Renouveau with an active it is not known to contain
23Lash follicle or testing claim
say "conditions", "fuller-looking"
24Charcoal as an active
no Divina list shows it
25A charcoal serum
no Divina serum lists charcoal
26A house-wide fragrance-free claim
several pieces list fragrance
27"pure aloe"
L'Aloès lists water and glycerin first
28An absolute performance promise
say "made to", "gently"
29A strength or scar claim with nothing on file
30Production is two to four business days
31The returns policy offers no free return shipping
32Every piece is made to order
this exclusion cancels the 30-day returns
33A category-wide vegan claim
vegan status is per piece
34An origin claim such as "made in Canada" or "made in North America"
no origin is on file for every piece; say where it ships from
35"organic"
the house holds no organic certification
36A lash or brow growth claim
the serum conditions; say "longer-looking", "fuller-looking"
37A promise that a shade won't oxidize
nothing on file says how it wears
38A crease-resistant or crease-proof claim
nothing on file says how it wears
39A "never stripping" or "won't leave skin tight" promise
how skin feels after rinsing depends on the skin
40Calls Le Peptide vegan
the source of the lecithin on its list is not confirmed
41A "works while you sleep" or "by morning" claim
nothing on file shows what a piece does overnight
42A hold-water, all-day or barrier promise
no one has measured how long a cream holds, or tested a barrier
What is left when you delete all of that
Ingredient lists as the maker publishes them, the pieces that are not vegan with the reason named, a partner lab that ships from Toronto and states that it works to ISO 22716 (we haven't seen its certificate yet), 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.