This response was provided to the 2026 Consumer Reports study on human, synthetic, plant-based, and other alternative options for braiding hair. While a portion of this response may be found in the Consumer Reports article, it is a truncated version given the breadth and depth of information provided on a multitude of braiding hair brands. The full response can be found below.

At Lillian Augusta Beauty, Co., we remain dedicated to transparency and the science-based safety of our products. We have reviewed the reported levels of heavy metals and volatile organic compounds as referenced in Consumer Reports. The levels reported are extremely low and technically unavoidable at such low level. That said, we do not agree with the risk highlighted by Consumer Reports, as the methodology relies on "screening benchmarks" and hypothetical exposure levels that do not align with recognized peer-reviewed science for identifying the risk to human health.

The risk assessment methodology does not represent the real-world use scenario of our products by our consumers. Additionally, as noted by Proposition 65 guidelines on hand-to-mouth transfer, risk assessment should consider the characteristics of the product—such as leachability of heavy metals from the product over time—and real-life use scenarios, including contact time and the specific population.

Product safety remains our highest priority. We remain committed to being socially responsible and ensuring that hair safety policy is based on risk rather than hazard. Furthermore, we mandate that all suppliers adhere to local regulatory requirements, ensuring full compliance with all applicable laws.

Lillian Augusta Beauty, Co. conducts dermatologist supervised RIPT studies on all products to ensure there is no allergic reaction.  We carefully review material chemistry for potential contaminants and use our due diligence in collecting as much information as possible from suppliers on chemicals of concern. We use this information to ensure these are below any regulatory limit, if applicable, and conduct a thorough risk assessment based on foreseeable use conditions.  

Our highest priority is the safety and well-being of the families who use our products.  Recent tests have detected trace amounts of heavy metals and Volatile Organic Compounds (VOCs). These levels are extremely low and fall well within—and often significantly below—established safety standards.

Understanding the Numbers: PPM and PPB

To understand these findings, it is helpful to understand the units of measurement we use: Parts Per Million (ppm) and Parts Per Billion (ppb).

• 1 PPM is equivalent to one drop of water in a 13-gallon fuel tank.

• 1 PPB is equivalent to one drop of water in an Olympic-sized swimming pool.

When we speak about these detection levels, we are talking about microscopic traces that are often undetectable without advanced scientific equipment.

Why Are These Elements Present?

It is important to note that "chemical-free" is a scientific impossibility. Elements like heavy metals (such as lead or cadmium) are naturally occurring in the Earth’s crust. Because they are present in soil, water, and air, they can be absorbed in minute quantities by plants and raw materials used in manufacturing.

Similarly, VOCs can exist in trace amounts due to natural biological processes. The presence of these elements at the ppb (parts per billion) range is a reflection of the natural environment we live in, rather than an issue with the manufacturing process.

Sincerely.

Jannice Newson

Founder and CEO

Lillian Augusta Beauty