The term “clean beauty” is lately quite the buzzword. The spiraling growth of clean beauty brands signifies its massive demand and strong penetration into the existing beauty industry. With the growth of conscientious consumerism, more people are inclined towards cruelty-free, vegan products with no nasties (complete elimination of nasty chemical products harmful to skin or hair). 

However, there are raging questions surrounding clean and non-toxic beauty products. What does clean beauty mean? Do clean mean chemical-free and 100% natural products? How to identify a clean beauty brand? This guide is curated for everyone who has just joined the clean beauty movement. 

Decoding the word “Clean Beauty” 

The clean beauty revolution is just getting started and is here to stay. Clean beauty products are those that use non-toxic and skin-friendly ingredients, adopt sustainable practices, and are 100% cruelty-free. The brands focus on creating clean skincare, haircare and makeup products using ingredients that show no harm to human health. 

The growing clean beauty industry is yet to be regulated. Each brand formulates products that hop on the bandwagon as per a brand’s understanding. In a nutshell, such beauty products aim to integrate active ingredients that smell no harm and take care of the holistic well-being of people and the planet. 

Representing Holistic and Wholesome Wellness 

Often the words – clean, organic, and cruelty-free, are associated with the clean beauty movement. Each brand navigates around the words differently. The whole purpose of clean beauty is not just to create products safe for humans. It circumvents many aspects like sustainable practices, recycling, inculcating plastic neutrality, and complete elimination of animal testing. 

The term “clean” represents products that are non-toxic for both humans and the environment. The idea is to formulate products enriched with natural plant-based components (vegan) and skin-safe active ingredients. The label “green” indicates biodegradable products that pose no threat to the environment. Beauty and personal care products labelled as organic means a minimum of 70% of organic ingredients. The new-age term “clean, green, and sustainable” mushrooms together with the wellness of humans, animals, and the planet. 

Look out for the ingredients 

There is a cluster of ingredients categorised as nasties (nasty and harmful chemicals) that were previously used in beauty product formulation. Clean beauty advocates repulse the use of synthetic chemicals and aggressive ingredients. While there is no straight way to understand this, here are some ingredients to look for to denounce toxic products.

• Parabens
• Mineral oils
• Phthalates
• Hydroquinone
• Sodium Laureth and lauryl Sulphate (SLES/SLS) 
• Synthetic fragrances 
• Ethoxylated agents like PEGS (Polyethene glycols), Oleth, Sulfates etc. 
• Triclosan
• Aluminium compounds
• Oxybenzone
• Formaldehyde 

The toxic ingredients are not only limited to the above but any sight of these indicates the presence of nasties. Clean beauty makeup, hair or skincare products do not mean chemical-free. But, it is loaded with the goodness of non-toxic chemicals, safe for the skin. 

Focus on the Logos 

With the growth of affordable clean skincare, haircare and makeup brands, there is no dearth of options. Although the industry continues to be lagging in uniformity, there are some standards and guidelines followed by all proclaimed clean brands. Before buying any product, you might want to check the logos for any of the following organisations. These represent independent groups that investigate and test the products or brands.

• FSC – It indicates the product and packaging come from responsibly managed forests. 
• Made Safe – It's a non-toxic certification agency ensuring products are safe for the skin and the environment. 
• USDA Organic – It indicates that the products contain at least 95% of organically produced ingredients. 
• Leaping Bunning Program – Certify that all the products are not tested on animals. 
• ECOCERT – Indicates 95% of ingredients in a product are natural, free of nasties, and environmentally friendly. 
• Certified B Corporation – The certification shows social and environmental impact. 

The clean beauty movement is fueled by the increasing demand for products that use non-toxic formulations. It is backed by the mammoth support people show in healing the planet and choosing conscious brands that practice sustainability. The growth of the clean beauty industry stems from prioritizing safety for humans, animals, and the overall planet. The fight for better and conscious beauty has just started, it soon will turn into a revolution.