Think Dirty

Think dirty

Think Dirty™ is in the business of connecting consumers to a clean lifestyle. They are a consumer movement led by an unbiased product comparison app for personal and skincare products. With a primary focus on personal care, the goal is to make shopping for clean cosmetic products easy, hip and fun.

Team Members

Lily Tse - Founder & CEO

Yuri Doubov

Sergey Litovchenko - Developer

Tom Mullen - Lead Developer

Kimberlyn Zasadny - Marketing & Product Intelligence Assistant

Kate Dingwall - Product Research Intelligence Intern


Think Dirty is a Toronto-based startup that was established in 2012. After winning a startup competition, founder Lily Tse decided to turn her deep passion for the cause of safe cosmetics and design into a venture.

Product Description: Think Dirty

Think Dirty® is the easiest way to learn about the potentially toxic ingredients in your cosmetics and personal care products. It’s an independent source that allows you to compare products as you shop. Just scan the product barcode and Think Dirty® will give you easy-to-understand info on the product, its ingredients, and cleaner options.

Our mission is to be the trusted go-to source for more information and options for toxin-free personal products. We are the Rotten Tomatoes of all skin care and personal care products: from makeup to shampoo, soap, toothpaste and nail polishes.

Think Dirty has 101,000+ downloads to date, 37,000+ registered users, 360,000+ unique product scans and 110,000+ listed product data. They have been titled the #1 Health and Fitness app in Canada, Belgium, and the Netherlands.

Think Dirty™ entered the third cohort of ideaBOOST with the mission of becoming the trusted go-to source for more information and options for toxin-free personal products. They were seeking more media and public exposure, and advice on how best to further develop the product.


App Central Thinking dirty this week on App Central see episode here

Global News BC In depth: What’s in your make-up?

CityTV New App Reveals Ingredients in Beauty Products

Omni News (Cantonese) 護理產品手機程式 Mobile App for Personal Care Products

Global News Canadian app rates ‘dirty’ ingredients in cosmetics and personal care products


Huffington Post Healthy Living Think Dirty App Could Clue Consumers In To Chemicals In Makeup

Grist New app lets you quickly scan cosmetics to see if they’re potentially toxic

Ecouterre Demystify Cosmetics Labels With “Think Dirty” Smartphone App Think Dirty app invites women to investigate their beauty products

The Toronto Egotist Think Dirty...30 days of dirty for the Breast Cancer Fund

Ad Week Think Dirty App Scans Your Personal Care Products Looking for Toxins Teaming with Breast Cancer Fund at launch

Globe and Mail Six startups win $50,000 Spin Master prize for innovation

The Next Web Issue v1.2 – Startups to follow