The Rise of Clean Beauty: What You Need to Know

The beauty industry has undergone a radical shift in recent years. Gone are the days when bold packaging and celebrity endorsements were enough to convince consumers. Today, transparency, sustainability, and ingredient integrity are in the spotlight—driven by the explosive growth of what’s now called clean beauty.

But what exactly is clean beauty? Is it just another buzzword, or is there real value behind the trend? Whether you’re a skincare newbie or a longtime beauty enthusiast, here’s everything you need to know about the rise of clean beauty—and how it’s reshaping the way we approach self-care.

What Is Clean Beauty?

At its core, clean beauty refers to products that are formulated without potentially harmful or toxic ingredients. While definitions vary slightly across brands, most clean beauty products aim to be:

  • Non-toxic
  • Ethically sourced
  • Free from controversial ingredients like parabens, phthalates, sulfates, synthetic fragrances, and more
  • Environmentally conscious, often using recyclable packaging and sustainable practices

In other words, clean beauty is about safe ingredients that are good for your skin—and for the planet.

Why Is Clean Beauty on the Rise?

🌍 1. Consumer Awareness

Today’s shoppers are more informed than ever. With a few taps on their phone, they can check the safety rating of a product’s ingredients through apps like Think Dirty and EWG’s Skin Deep. As people become more concerned about what they’re putting on their bodies, the demand for cleaner, safer products continues to grow.

📈 2. Transparency and Accountability

Modern consumers want more than glossy marketing. They want ingredient lists they can understand and brands that share their values. Brands are winning by being transparent—not just about what’s in their products, but also how they’re made.

🌱 3. Eco-Friendly Expectations

Also aligned with the broader push toward sustainability. Recyclable packaging, carbon-neutral shipping, and cruelty-free formulations are all part of the appeal. This shift reflects a growing awareness of our environmental impact and a desire to shop more consciously.

How Clean Is “Clean”?

One of the biggest challenges is that it’s not regulated by a single standard. Unlike food labels, “clean” in the beauty world is still largely unregulated, meaning each brand defines it differently.

That said, many respected brands follow guidelines set by organizations such as:

  • Credo Beauty, which has a list of over 2,700 banned ingredients
  • The Environmental Working Group (EWG), which provides a database rating products and ingredients for safety
  • The EU Cosmetics Regulation, which bans over 1,300 substances (compared to just 11 in the U.S.)

So, while the term “clean” can be vague, consumers can still make informed choices by reading labels and using trusted third-party resources.

Key Ingredients to Avoid in Conventional Beauty

If you’re making the switch to clean beauty, here are a few ingredients often avoided by clean brands:

  1. Parabens – Preservatives linked to hormone disruption
  2. Phthalates – Often found in synthetic fragrances, associated with reproductive issues
  3. Sodium Lauryl Sulfate (SLS) – Can cause skin irritation
  4. Synthetic Fragrances – A common allergen that may include undisclosed chemicals
  5. Formaldehyde – A known carcinogen sometimes used in nail polish and hair products

These ingredients may still be present in many mainstream beauty products, which is why reading the label is so important.

How to Transition to Clean Beauty (Without Breaking the Bank)

Switching to clean beauty doesn’t have to mean tossing out your entire bathroom cabinet. Instead, take a gradual and strategic approach:

1. Start With the Essentials

Focus on products that cover the largest surface areas or are used daily, like:

  • Moisturizers
  • Body lotions
  • Sunscreen
  • Lip balm

These are great places to start because they have direct and frequent contact with your skin.

2. Use What You Have First

There’s no need to waste what you already own. Finish what you have and replace items one by one with cleaner alternatives.

3. Do Your Research

Use resources like:

These tools help you understand ingredient safety and compare products quickly.

4. Support Transparent Brands

Look for brands that are open about their ingredient sourcing, safety testing, and environmental impact. Some clean beauty leaders include:

  • ILIA Beauty
  • Beautycounter
  • Youth to the People
  • Herbivore Botanicals

Inclusivity: A Work in Progress

One criticism of the clean beauty movement is its lack of inclusivity—both in terms of shade range and affordability. However, the tide is turning.

Newer clean brands like LYS Beauty and Fenty Skin are pushing for cleaner formulations and better representation across skin tones and income levels.

This evolution is crucial, because everyone deserves access to safer, more ethical products.

Is Natural Always Better?

Not necessarily. Clean beauty doesn’t mean “all natural”—and natural doesn’t always mean safe. For example:

  • Essential oils can irritate sensitive skin
  • Certain plant extracts may trigger allergic reactions

That’s why “clean” is a better standard than simply “natural.” It focuses on what’s safe, gentle, and scientifically supported.

Final Thoughts: Clean Beauty Is Here to Stay

Clean beauty isn’t just a passing trend—it’s a cultural shift. People are voting with their wallets, choosing products that support both their personal health and the health of the planet.

Whether you’re all-in or just starting to explore the world of clean beauty, one thing is clear: beauty is no longer just about looking good. It’s about feeling good—and doing good, too.