Here’s a question the beauty industry doesn’t ask often enough:
If a product isn’t considered safe during pregnancy… is it ever really safe?
Because pregnancy doesn’t magically make women more vulnerable to toxins overnight. Ingredients that don’t fit the “pregnancy-safe” standard are still widely used in everyday products marketed to women.
As a brand founded by a mom of five, this topic is deeply personal, and we want every woman — pregnant or not — to know what to avoid and what alternatives work just as well.
“Pregnancy-Safe” Should Be the Standard
One of the biggest misconceptions in beauty is the idea that cosmetics are heavily regulated for safety.
They’re not.
And many ingredients commonly used in skincare have very little long-term safety testing related to:
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Pregnancy
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Breastfeeding
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Hormonal health
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Cumulative chemical exposure
Suddenly every ingredient matters because certain substances can:
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Cross the placenta
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Enter breast milk
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Disrupt hormones
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Interfere with fetal development
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Increase risks of birth defects
If an ingredient poses enough concern to avoid during pregnancy, it’s fair to ask whether chronic exposure is ideal for anyone.
Below are ingredients that everyone, especially those who are pregnant or breastfeeding, should remove and replace with safer alternatives.
Retinoids
Retinoids are commonly found in:
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Anti-aging serums
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Acne treatments
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Wrinkle creams
Common names include:
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Retinol
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Tretinoin
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Retinaldehyde
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Adapalene
While these ingredients are praised for skin renewal, they’re also associated with serious birth defect risks and are widely advised against during pregnancy.
Because apparently “anti-aging” matters enough to risk exposing women to substances they must completely avoid while pregnant.
Bakuchiol: A Safer Alternative to Retinol
Bakuchiol, “nature’s retinol,” delivers all the same anti-aging and reparative benefits without irritation, peeling, or sun sensitivity.
This is the star ingredient in our Reparative Serum, which treats hyperpigmentation, scarring, sun spots, and fine lines.
Chemical Sunscreens
Many conventional sunscreens rely on chemical UV filters like:
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Oxybenzone
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Avobenzone
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Octinoxate
These ingredients don’t just sit on the skin. Studies have shown they can be absorbed into the bloodstream, with some research detecting sunscreen chemicals in:
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Blood plasma
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Breast milk
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Urine samples
This is one of the reasons we advocate for mineral-based sun protection using non-nano zinc oxide instead.
For a deeper dive on SPF, read our blog: The Sun Isn’t the Enemy.
Hydroquinone
Hydroquinone is often marketed for:
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Dark spots
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Hyperpigmentation
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Melasma
But it also has an unusually high systemic absorption rate, meaning a significant amount can enter the bloodstream after application. Because of this, many healthcare providers recommend avoiding it entirely during pregnancy.
Hydroquinone also makes the skin significantly more sensitive to UV light. This causes a greater reliance on chemical sunscreen, which poses additional risks.
This is how it goes: For every problem you “solve,” two more are created. We believe in non-toxic solutions that don’t have tradeoffs.
Vitamin C and Niacinamide: Safer Alternatives to Hydroquinone
If a serum requires an “adjustment” or “purging” period to take effect, it’s probably doing more harm than good. Our Vitamin C Serum is gentle enough for everyday use, but potent enough to make a real difference — because real ingredients are better received by the skin.
Salicylic Acid
Salicylic acid is common in acne products and exfoliants.
The good news?
Low concentrations (under 2%) are generally considered acceptable by the American College of Obstetricians and Gynecologists (ACOG). But higher concentrations and oral forms should be avoided during pregnancy.
For many women, pregnancy itself triggers skin changes and breakouts, which creates pressure to use stronger treatments at the exact time caution matters most.
Salicylic Alternatives for Blemish-Prone Skin
At a time when your body is already going through so many changes, the last thing you want to be dealing with is unwanted skin changes. Here are three of our favorites for acne-prone skin:
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French Green Clay Soap — Green clay rich in magnesium, calcium, potassium, copper, and zinc delivers antimicrobial and anti-inflammatory properties.
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Clear Facial Tonic — Cajeput, rose, and hibiscus to purify and gently calm breakouts.
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Resurfacing Mask — Arnica calms, clay draws out impurities, and AHAs from fruit acids gently exfoliate.
These products help clarify and balance the skin without relying on high-dose acids or aggressive treatments.
Phthalates & Parabens
Exposure to phthalates and parabens during fetal development poses several specific risks. But first, let’s understand what they are, and where they hide:
Parabens
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Purpose: Preservatives designed to extend shelf life.
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Commonly found in: Shampoos, lotions, makeup, and pharmaceuticals.
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Look for: Names ending in "-paraben" (e.g., methylparaben, propylparaben).
Phthalates
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Purpose: Make plastics flexible/durable and help fragrances linger in products.
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Commonly found in: Fragrances, perfumes, hairspray, vinyl, and vinyl shower curtains.
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Look for: Often hidden under the umbrella term "fragrance" or listed as DEP, DEHP, or DBP.
Pregnancy Risks
Both chemicals can mimic or block natural hormones like estrogen and testosterone. Because hormonal balance is critical for fetal development, this disruption can impact the baby's reproductive system, cause birth defects and increase the risk of preterm birth or low birth weight.
You Don’t Have to Swear Off Scent Forever
Most phthalates and parabens are found in fragrance, but you don’t have to swear off scent forever. It is a misconception that non-toxic either smells like nothing or not very good — especially when it comes to tallow balms, sun protection, and deodorant. Our reviews say otherwise:
“This is so good! It smells wonderful and so yummy I almost want to eat it… hahaha!!” — Ronnie
“While everyone else was spraying themselves with nasty harmful smelly chemicals, we were using this sun balm smelling like a cupcake dream. My son (kiddingly) asked if he could eat it.” — Rebecca
“I got the Lemongrass + Mint which smells refreshing and even my husband likes it (he’s picky with deodorant scents weirdly enough).” — Melissa
Want to try these best-smelling products? They’re already added to your cart right here, and we applied an automatic 15% off, no code required!
Created by a Mom, For Moms
Toups & Co was founded by Emilie Toups, a mom of five. It all started with the tallow balm she made to relieve her daughter’s chronic eczema. One product turned into a mission to give moms peace of mind:
“If it’s not good enough for my family, it’s not good enough for you. And if it’s not 100% safe, it’s not for sale. Moms spend so much mental bandwidth vetting whether something is safe — I want Toups to be the one place they can order without a doubt in their minds.” — Emilie Toups
Pregnancy doesn’t suddenly make products dangerous. It simply exposes how many ingredients we’ve normalized using without asking enough questions.
You don’t have to ask questions when you shop with us, but if you have any, we’re always here to help!