When her mom was diagnosed with breast cancer for the second time, Lily Tse set off on a personal journey to learn more about external factors and possible contributors to the disease, in order to live a healthier lifestyle.

While investigating, Lily was shocked to discover that cosmetic companies weren’t regulated with the same kind of rigorous standards as seen in the food and drug industries. But it was while watching a short animation, produced by the Campaign for Safe Cosmetics, that she realized how toxic cosmetic products could be and how hard it was for consumers like her, without a chemistry degree, to decipher label ingredients.

It was then that Lily had her “aha” moment, which led to the development of the award-winning app, Think Dirty.

think-dirty-appUsing her more than 13 years of experience as an art director in advertising and design to create a simple solution, Lily and her Think Dirty app are single–handedly helping consumers navigate the cosmetics aisle like never before.

Think Dirty makes it easy for consumers to access product ingredient information. Although it exists in other places, it’s buried in documents or on web pages where it takes you five clicks to find it. I wanted to create something that was easy to use and in plain English from credible sources, so consumers can make informed decisions,” Lily explains in the company’s press release.

It’s really simple to use. Just download the app to your smartphone, scan the product barcode and Think Dirty will give you easy to understand info on the product, rank each on the Dirty Meter™ (0 for the cleanest to 10 for the most toxic), and offer cleaner options. There are currently over 100,000 products indexed.

Keeping it on the up and up, the Dirty Meter™ system is based on information provided by third party non-profit science, environmental organizations, and government agencies.

We’ve seen it time and time again: one person’s personal passion spurring major market change. Lily has created more than just an app; she is empowering consumers to make more informed decisions on what products to purchase – one ingredient at a time, one product at a time.