Decoding Clean Beauty
Understanding Ingredients & Spotting Greenwashing
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.
Your Quick Checklist for Informed Clean Beauty Choices
tip 1
ignore the hype
Always read the INCI ingredient list found on the box, not just front labels. Ingredients are listed in order of concentration. This is your most objective and complete source of information.
tip 2
Know Your "No's
What does "clean" mean to you? With no clear standard, brands can craft a definition to their liking. Decide 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
While resources like the EWG Skin Deep database and Paula's Choice Ingredient Dictionary are helpful starting points, understand their limitations:
- Differing Opinions: Resources often disagree. One might flag an ingredient (like certain essential oils or preservatives) as problematic, while another deems it beneficial or safe.
- Critically Evaluate Claims: Each organization has its own methodology, funding, and philosophy, which can influence ratings.
beyond the label
What Does "Clean Beauty" Actually Mean?
Unlike "organic," there's no single legal or regulated definition for "clean beauty."
Here's what you need to know:
- It's a Philosophy: Generally, it means products made without potentially harmful or irritating ingredients.
- Focus on Safety: Truly clean brands are evidence based prioritizing human health using ingredients (both natural & safe synthetics) with strong safety profiles.
- Beyond Just "Natural": Clean doesn't always mean 100% natural. Many safe, lab-created ingredients fit clean beauty standards.
BEYOND THE LABEL
"Clean" vs."Natural" vs. "Organic" - Key Differences
Natural Ingredients: Derived directly from nature and minimally processed (e.g., cold-pressed plant oils like Jojoba Oil, Shea Butter & essential oils).
- Watch Out: "Natural" doesn't automatically mean safe, effective, or non-irritating for everyone.
Organic Ingredients: Natural ingredients grown without synthetic pesticides, herbicides, or GMOs. Certifications like USDA Organic or COSMOS Organic help verify claims.
- Watch Out: A product can claim "organic" with only some certified organic ingredients. Check percentages or the ingredient list.
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.
BEYOND THE LABEL
How to Spot Greenwashing (Misleading Marketing)
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 specific proof.
- Highlighting the Good, Hiding the Bad: Promoting one natural ingredient while containing 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.
our commitment
The all natural collection Clean Standard
For us, clean beauty means setting a rigorous standard. We value transparency above all else.
Most of our products are formulated using entirely natural and organic botanicals.
You will never find the following in any All Natural Collection product:
- Sulfates (SLS/SLES)
- Parabens
- Phthalates
- Propylene Glycol
- Silicones
- Synthetic Fragrances
- Phenoxyethanol
- Talc
- Known or Suspected Endocrine Disruptors
BEYOND THE LABEL
THE BOTTOM LINE
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.
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