So what is clean beauty?
'Clean beauty means that a product is safe, non-toxic, and has transparent labeling of ingredients. Just because a product is organic, natural, or green, doesn't mean it's non-toxic. The FDA doesn't regulate or define claims often used in greenwashed products.' as defined by thegoodfaceproject 2020.
Clean beauty is on the rise with much more conscious consumers pushing the organic beauty and wellbeing market to an all-time high. This rise mainly comes from the young Gen Z and millennial demographic who are environmentally concerned and preach for sustainability more than any other generation.
'Clean beauty is still open to interpretation. “Claims such as ‘natural’, ‘clean’, ‘green’ and ‘hypoallergenic’ have no set definition as yet and without a standard, can be misleading and open to misuse,” says Année de Mamiel, founder of de Mamiel skincare and a pioneer of plant-based beauty. “Terms like chemical-free are silly because all ingredients are chemicals, whether they are from nature or synthetic.”'
Victoria Buchanan, senior futures analyst at The Future Laboratory adds. “As consumers continue to scrutinize what is in the products they put on their skin, zero-irritants will become the new standard of natural beauty.”
Buchanan states that there are two things that have influenced the demand: “An obsession with wellness and detoxification, both in terms of diet and products, is fuelling demand for stripped-back, ‘clean’ ingredients. Consumers are becoming more knowledgeable about possible irritations caused by synthetic ingredients in fragrances and preservatives and are reading labels more carefully, a habit picked up from the grocery aisle.”
The second thing is the increase in sensitive skin. “Dermatologists are reporting a growing phenomenon of sensitized skin caused by increased exposure to pollution, stress and digital aggressors,”
What clean beauty brands do it best?
Through research I found the top three best clean beauty brands which are natural and organic:
Lilah B.
Lilah b. makes beauty simple. They have a minimalistic collection of color which allows women to achieve a finished look with few products which encourages a movement to declutter, minimize, and simplify.
“I encourage women to be thoughtful and mindful of their purchasing – and to declutter, minimize and simplify their beauty routine with purposeful products. Beauty should be about quality, not quantity, and so I set out to create a healthy, ‘good for you’ collection that offers a flawless finish with ease.” - Founder Cheryl Yannotti Foland
Lawless
The Lawless tagline is "Clean AF," and the brand means it. Its liquid lipsticks are formulated without carcinogenic, toxic, hormone- or endocrine-disrupting ingredients. If people ingest up to five pounds of cosmetic chemicals every year, Lawless is trying to make sure that its products — that you put directly on your mouth and skin — are as safe as possible. "I started Lawless Beauty with the mission to create highly pigmented, full coverage, and long-wearing clean makeup with a no tolerance policy for sheer, wimpy, no-makeup makeup formulas and any kind of potentially toxic ingredients."- Founder Annie
Milk Makeup
'Milk Makeup strives to be clean. What does that mean? We leave the bad stuff out of our products. You will never see ingredients like parabens, sulfates, SLS, SLES, formaldehyde, mineral oil, or talc in our line. These ingredients are questionable for your health and have no place on your face. Instead, you’ll notice that we formulate with nourishing alternatives like watermelon extract and mango butter. Being clean also means that we’re always on the lookout for innovative, good-for-you ingredients that still deliver in the payoff department. Our guarantee? Makeup and skincare that work hard and play harder.'- Milk Makeup clean beauty
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