The Dirt on Clean Beauty

Real Revolution or Just Really Good Marketing?

The term “clean beauty” is used widely in the beauty industry. From drugstore products to luxury skincare lines, it suggests safer ingredients, better transparency, and even a healthier planet. Consumers appreciate these values and it’s reflected by the prioritization of purchasing these types of products. However, what does the term “clean beauty” actually mean and is it changing the beauty industry for good, or is it just another marketing buzzword?

What Does “Clean” Even Mean?

There’s no legal definition for “clean beauty.” Brands use the term freely to suggest products are non-toxic, natural, or eco-friendly. However, as Harvard Business School professor Geoffrey Jones points out in this article, the lack of regulation makes it hard to tell what products are truly clean and what’s just a marketing tactic.

Something to consider is that the EU bans over 1,300 cosmetic ingredients. The U.S. bans only 11 of those, according to the FDA, so even “clean” products in the U.S. may contain ingredients banned elsewhere.

Essentially, “clean” doesn’t always mean safe. It just means it’s legal here in the U.S.

Greenwashing v.s Genuine Change.

Despite the misleading nature of “clean” labeling, some cosmetic brands are truly trying to be better by cutting down on plastic, switching to safer ingredients, and being transparent about their sourcing methods. However, other brands simply use words like “clean”, “non-toxic” or “plant-based” to appeal to conscious consumers without making actionable changes to the quality of the product or improving their social responsibility initiatives. 

This kind of “greenwashing” isn’t just misleading, but it damages the consumers trust. More information about the topic of “greenwashing” can be found here, on the Natural Resources Defense Council’s website. As a consumer who values “clean” products, it’s important to recognize when a brand is claiming to be safer than it actually is.

So Does Clean Beauty Exist?

Yes but not always where the label claims. Clean beauty can exist, but it requires real research, clear ingredient lists, and consumer education. Tools like the EWG’s Skin Deep database can help shoppers make informed choices by offering ingredient information and a list of brands that exclude certain chemicals.

Clean beauty should be more than a trend. If it’s going to mean something, brands need to move beyond the label and consumers need to keep raising concerns.

An Example of a “Clean Beauty” Product Label