The people
What they build
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Working at Think Dirty
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On the TechTO stage
Scandal Proof Your Corporate Culture
Watch on YouTube ↗The Rise of Indie Brands with Cult Following
Watch on YouTube ↗Every talk is searchable — ask the archive about Think Dirty ↗
About
Lily Tse launched Think Dirty in summer 2013, after a family cancer diagnosis sent her digging into beauty labels and she found no straight answer about what was in the products. The app rates individual ingredients from peer-reviewed sources, scores the product overall, and suggests cleaner options. Tse has been consistent that the rating is not a black-and-white verdict: on the TechTO stage in 2017 she told the audience to scan, read the rating and make their own informed decision. The company also works with small and mid-size beauty brands who want their ingredients in front of shoppers.
Backers
No investors confirmed in any source we could verify — treat as unknown, not as bootstrapped. Tse pitched on Dragons' Den in 2017 and two Dragons offered deals (University of Toronto Alumni, 2022-03-29); whether any closed is not documented.
Quick answers
What does Think Dirty do?
You scan a beauty or personal care product's barcode and the app rates its ingredients, then suggests a cleaner alternative. Founded in Toronto in 2013 by Lily Tse.
Is Think Dirty still around?
Yes. The app is still published by Think Dirty Inc. and was updated as recently as July 2026 (version 4.31.0 on the App Store).
Who founded Think Dirty?
Lily Tse, a former advertising art director, in 2013. She is still the CEO.
Does Think Dirty label products as safe?
No. Tse's answer on the TechTO stage in 2017: the ratings draw on academic peer-reviewed sources but are not 100% conclusive, so scan, read the rating and make your own informed decision.