‘Clean’ Beauty Uncovered: Clearing Up the Hype

The ‘clean’ beauty trend has generated a massive shift within the skincare industry, but what is ‘clean‘ beauty, and what does it mean for consumers? 

Key Features of ‘Clean‘ Beauty:

The term ‘clean’ is interpreted in various ways, and marketing phrases like ‘non-toxic‘ or ‘chemical-free‘ are often used – sometimes resulting in misleading claims for consumers. Common features of ‘clean’ beauty includes:

Ingredient Transparency: The disclosure of ingredients by the brand.

Safety: The avoidance of known irritants or potentially harmful ingredients.

Sustainability: Eco-conscious and sustainably sourced packaging and/or ingredients.

Is It ‘Clean’?

Let’s break down some common questions and often misleading myths to sort the facts from the fiction: 

‘Clean’ means 100% natural:

Not necessarily! Brands can focus on natural formulations; however, synthetic ingredients can be included if deemed safe. 

Chemicals Are Bad: 

No, this is a very common misconception! Clean beauty avoids harmful chemicals but doesn’t ban all of them. Everything, including water, is a chemical, so it’s misleading to claim that all chemicals are harmful. 

Natural Means Safe:

Not always! Some natural ingredients, like essential oils, can irritate those with sensitive skin. 

How To Navigate ‘Clean’ Beauty Products: 

Increased formulation transparency allows consumers to make more informed decisions about what they’re putting on their skin. Here are some quick tips on what to look for when considering a new product or brand:

Consider Your Needs & Priorities: What do you consider to be ‘clean’, and does this align with addressing your skin concerns? Not all ‘clean’ products are right for every skin type so always test and choose what works for you.

Read Product Labels: Products may note certifications such as Vegan, Cruelty-Free that align with your own values. Researching unfamiliar ingredients can also help you make more informed decisions!

Avoid Ingredient Red Flags: Parabens, phthalates, synthetic fragrances, and formaldehyde releasing preservatives are always ingredients to watch out for.

Final Takeaway: 

Overall ‘clean’ beauty is a shift toward mindful skincare. As more consumers seek out products that align with their values, brand owners will continue to be pushed to meet that expectation. However, it’s essential for brands to have a deep understanding of their products – right down to the raw materials – and to consult with industry experts. This ensures they can educate their customers responsibly and avoid spreading misinformation through marketing trends.

‘Are you interested in developing your own natural skincare products, but are unsure of where to start?‘

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