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Chemical Mama is Lindsay Hoy's undergraduate thesis project; it involved rigorous research, usability testing, concept mapping, and prototyping to create the final deliverables and exhibit space for the 2013 grad show.

The project itself is about providing expecting mothers and new parents with both the knowledge and tools to make more informed choices regarding personal care products and the health of both themselves and their babies. The starting point of this project came from the realization that 90% of personal care product are chalked full of synthetic chemical ingredients that can be potentially harmful to health over long-term exposure. Immunotoxicity, neurotoxicity, and reproductive damage are but a few of the major concerns.