What Are Clean Beauty Ingredients? Your Guide to Safer Products

decoding clean beauty

Understanding ingredients and spotting green washing.

Your Quick Checklist for Informed Clean Beauty Choices

Navigating the green beauty aisle can feel overwhelming. Terms like "clean," "natural," and "non-toxic" promise safer products, but what do they really mean? We hope this guide helps you understand the ingredients behind the buzzwords, so you can choose products confidently.

tip 1

Ignore the hype

Scan the entire INCI ingredient list. Ignore buzzwords and look at ingredients in order of concentration. Make sure "star" ingredients are near the top.

Set of Kari Gran Lip Whip lip balm containers

tip 2

Know Your "No's

Unlike "organic," there's no single legal or regulated definition for "clean beauty."

This means brands can craft a definition to their liking. Know which specific ingredients or types of ingredients you want to avoid based on your own research, skin sensitivities, or personal values.

tip 3

Be Informed, and Critical

Greenwashing makes products seem cleaner or more natural than they are. Watch for:

Vague Buzzwords: Terms like "eco-friendly," "botanical," or "chemical-free (everything is a chemical!) without proof.
Highlight the Good, Hide the Bad: Promote one natural ingredient while downplaying controversial ones like microplastics, artificial fragrance and harmful preservatives.
Misleading Imagery: Using green packaging, leaves, or nature scenes to imply naturalness.
"Free Of" Lists: Claiming to be free of ingredients already banned or rarely used anyway.
Animal testing: Not all brands that claim to be “clean” are cruelty-free. Some may still test on animals, or sell in countries which require testing, despite their claims.

Beyond the Label

What does "clean beauty" really mean?

Here's what might be inside:

Natural Ingredients: Derived directly from nature and minimally processed (e.g., cold-pressed plant oils like Jojoba Oil, Shea Butter & essential oils).
Organic Ingredients: Natural ingredients grown without synthetic pesticides, herbicides, or GMOs. Certifications like USDA Organic or COSMOS Organic help verify claims.
Clean Ingredients: Focuses on avoiding specific ingredients linked to health or environmental concerns (like endocrine disruptors). Can include both natural/organic ingredients and safe synthetic ingredients.

our commitment

The All Natural Collection Clean Standard

Choosing clean beauty is about making informed decisions based on ingredients, not just marketing.

By understanding common terms and learning to read labels, you can cut through the greenwashing and find products that align with your health and values.

Most of our products are formulated using entirely natural and organic botanicals.

You will never find the following in any All Natural Collection product: