In recent years, "clean beauty" has evolved from a niche movement to a mainstream revolution that's reshaping the entire cosmetics industry. As makeup artists who work intimately with clients' skin, we've been following this shift closely and incorporating clean beauty principles into our professional kit and recommendations.
But what exactly does "clean beauty" mean? Is it just clever marketing, or is there substance behind the movement? In this comprehensive guide, we'll explore what clean beauty really encompasses, why it matters, and how to navigate this sometimes confusing landscape as a consumer.
What Is Clean Beauty? Defining an Evolving Concept
Unlike terms such as "organic" or "natural," which have specific regulatory definitions in many countries, "clean beauty" lacks a standardized, industry-wide definition. This creates both confusion for consumers and flexibility for brands to interpret the concept differently.
At its core, clean beauty generally refers to products that are:
- Mindfully formulated without ingredients that have been linked to harmful health effects
- Transparent about their ingredient lists and sourcing practices
- Considerate of both human health and environmental impact
Importantly, clean beauty is not synonymous with "all-natural" or "organic." Many safe synthetic ingredients can be included in clean formulations, while some natural ingredients can be irritating or problematic for certain skin types.
Common Misconceptions About Clean Beauty
Before diving deeper, let's address some frequent misunderstandings:
- Misconception: Clean beauty products don't work as well as conventional ones.
Reality: Modern clean formulations can be just as effective—sometimes more so—than their conventional counterparts. The technology has evolved significantly. - Misconception: If it's natural, it's automatically clean and safe.
Reality: Natural doesn't always mean better or safer. Poison ivy is natural, but you wouldn't want it in your face cream. Clean beauty considers safety, not just source. - Misconception: Clean beauty is just a marketing gimmick.
Reality: While there is certainly marketing hype involved, the core principles of ingredient safety and transparency offer real benefits to consumers.
Why Clean Beauty Matters: The Ingredient Concerns
The clean beauty movement arose from growing concerns about certain ingredients commonly found in cosmetics and their potential health impacts. Here are some of the most frequently discussed ingredient categories:
Parabens
Used as preservatives in many cosmetic products, some parabens (particularly long-chain parabens) have raised concerns due to their potential to disrupt hormone function by mimicking estrogen in the body. Studies have found parabens in breast cancer tissue samples, although a direct causative relationship hasn't been established.
Phthalates
These chemicals are often used as plasticizers in cosmetic packaging and as fragrance components. Research has linked certain phthalates to reproductive issues, endocrine disruption, and birth defects in laboratory animals. Di(2-ethylhexyl) phthalate (DEHP) and dibutyl phthalate (DBP) are of particular concern.
Sulfates
Sodium lauryl sulfate (SLS) and sodium laureth sulfate (SLES) are surfactants that create lather in cleansing products. While not considered toxic, they can be irritating and drying, especially for sensitive skin. They're often excluded from clean beauty formulations for this reason.
Synthetic Fragrances
Listed simply as "fragrance" or "parfum" on ingredients lists, these proprietary blends can contain hundreds of undisclosed chemicals, some of which may cause allergic reactions or other health concerns. Clean beauty advocates push for transparency in fragrance ingredients.
Formaldehyde and Formaldehyde-Releasing Preservatives
Ingredients like DMDM hydantoin, imidazolidinyl urea, and quaternium-15 release small amounts of formaldehyde over time, which helps preserve products. However, formaldehyde is a known carcinogen and skin irritant.
Chemical Sunscreens
Ingredients like oxybenzone and octinoxate have come under scrutiny for potential hormone disruption and environmental concerns, particularly their impact on coral reefs.
The Benefits of Going Clean
Making the switch to clean beauty products can offer several potential benefits:
Reduced Risk of Skin Irritation
Clean beauty formulations often exclude common irritants like synthetic fragrances and harsh sulfates, potentially leading to fewer adverse skin reactions, especially for those with sensitive skin.
Avoidance of Potential Long-Term Health Risks
While research is ongoing, limiting exposure to ingredients with potential health concerns follows a precautionary principle—why take unnecessary risks when alternatives exist?
Environmental Considerations
Many clean beauty brands prioritize sustainable packaging, biodegradable formulations, and ingredients that don't harm aquatic ecosystems when washed down the drain.
Increased Transparency
The clean beauty movement has pushed the entire industry toward greater transparency about ingredients, sourcing, and manufacturing practices, empowering consumers to make more informed choices.
How to Identify Truly Clean Products
With no standardized definition or regulation of "clean beauty," how can consumers identify products that align with clean principles? Here are some practical strategies:
Look for Third-Party Certifications
While not perfect, certifications can provide some assurance about a product's ingredients and practices:
- EWG Verified™
- MADE SAFE®
- Leaping Bunny (for cruelty-free)
- COSMOS or ECOCERT (for organic ingredients)
Use Ingredient-Checking Resources
Several tools can help you evaluate product ingredients:
- Environmental Working Group's Skin Deep® database
- Think Dirty app
- CosDNA
- INCIDecoder
Understand Retailer Standards
Some retailers have established their own clean beauty standards and ban lists:
- Credo Beauty's "Dirty List" includes over 2,700 specific ingredients prohibited in the products they carry
- Sephora's "Clean at Sephora" seal indicates products formulated without certain ingredients
- The Detox Market has its own rigorous standards for the brands they stock
Read Beyond Marketing Claims
Don't just trust front-of-package claims like "natural" or "clean." Always check the full ingredients list, and be wary of vague terminology without substantiation.
Clean Makeup Product Recommendations by Category
As makeup artists, we've tested countless products and found clean options that perform beautifully. Here are some of our favorites in each makeup category:
Foundation and Complexion Products
- ILIA True Skin Serum Foundation: Medium coverage with a skin-like finish, formulated without silicones and enriched with niacinamide
- Kosas Revealer Concealer: A versatile concealer with skincare benefits including caffeine, peptides, and hyaluronic acid
- Vapour Beauty Soft Focus Foundation: Light-to-medium coverage with a radiant finish, made with organic ingredients
Cheek Products
- RMS Beauty Lip2Cheek: Multi-purpose cream color made with organic ingredients and cold-pressed oils
- Westman Atelier Baby Cheeks Blush Stick: Creamy, blendable color with biomimetic pigments and plant-based emollients
- Tower 28 BeachPlease Tinted Balm: A non-comedogenic cream blush suitable for sensitive and acne-prone skin
Eye Products
- Ilia Limitless Lash Mascara: A build-able formula with organic bee and carnauba waxes that doesn't flake or smudge
- Kjaer Weis Eye Shadow: Certified organic powder shadows with rich pigmentation
- Lily Lolo Natural Eye Pencil: Creamy pencil liners made without synthetic dyes
Lip Products
- Kosas Weightless Lip Color: Semi-matte lipstick with botanical oils and butters
- Bite Beauty Agave+ Daytime Vegan Lip Balm: Ultra-hydrating balm with agave nectar and cocoa butter
- Axiology Lip-to-Lid Balmies: Multi-purpose crayons in plastic-free packaging with just 10 ingredients
Setting and Finishing Products
- RMS Beauty "Un" Powder: Silica-based translucent setting powder without talc or additives
- Lily Lolo Finishing Powder: Finely milled rice powder that sets makeup without caking
- Ere Perez Aloe Gel Primer: Multi-use product that can prime skin or set makeup with aloe and hyaluronic acid
Making the Transition to Clean Beauty
If you're interested in incorporating more clean beauty products into your routine, here's a practical approach:
Start Gradually
You don't need to replace everything at once. Consider starting with products that stay on your skin the longest (like foundation) or items you're already running low on.
Know Your Personal Priorities
Different aspects of clean beauty may matter more to you personally. Whether it's avoiding specific ingredients you're sensitive to, choosing cruelty-free options, or prioritizing sustainable packaging, focus on what aligns with your values.
Be Patient During the Adjustment Period
Clean formulations may feel or perform differently than what you're used to. Give yourself time to adjust to new textures and application techniques before making a final judgment.
Consider a "Clean-ish" Approach
For some people, a hybrid approach works best. You might choose clean options for certain products while keeping conventional favorites in other categories. There's no need for perfectionism—every small change makes a difference.
The Future of Clean Beauty
The clean beauty movement continues to evolve, with several emerging trends shaping its future:
Increased Regulation
Legislation like California's Toxic-Free Cosmetics Act and proposed federal bills suggest a move toward more regulation of cosmetic ingredients, potentially making all beauty products "cleaner" by default.
Waterless Formulations
Products that reduce or eliminate water content not only conserve this precious resource but also often require fewer preservatives, aligning with clean beauty principles.
Circular Beauty
Beyond just sustainable packaging, brands are exploring refillable systems and ingredients derived from upcycled materials to reduce waste throughout the product lifecycle.
Microbiome-Friendly Beauty
Emerging research on the skin microbiome is influencing formulations that work with, rather than against, the skin's natural bacterial balance.
The Bottom Line: Balanced Perspective on Clean Beauty
Clean beauty isn't about fear or perfection—it's about being more conscious of what we put on our bodies. As makeup artists, we've seen that clean products can perform beautifully while potentially offering benefits for skin health and the environment.
That said, it's important to maintain perspective. Not all conventional ingredients flagged by clean beauty advocates have definitive evidence of harm, and not all "clean" alternatives have been thoroughly studied for long-term safety. Science in this area continues to evolve.
The most powerful aspect of the clean beauty movement may be the way it's encouraged all of us—consumers, brands, and professionals alike—to be more thoughtful about ingredients, formulations, and their potential impacts. This increased awareness and transparency benefits everyone, regardless of whether you embrace clean beauty completely or selectively.
We encourage you to stay curious, do your research, and make choices that align with your personal values and needs. Beauty should be not just about looking good, but feeling good about your choices too.
