What Does ‘Clean Beauty’ Really Mean?

That the clean beauty industry has exploded in recent years isn’t exactly breaking news. Ten years ago, ingredient-conscious consumers had only a handful of brands to choose from; today, the industry is valued at more than $9.2 billion — and, thanks in large part to initiatives led by companies including Sephora, Ulta Beauty, and Target, it’s expected to continue to grow.

But despite the industry's rapid growth, there remains no universal definition of what clean actually means. “The definition of ‘clean beauty’ varies quite a lot,” confirms Harvey Gedeon, cosmetic chemist and co-founder of Furcy Botanik. It’s often used to describe products made without phthalates or parabens, though he notes “different companies define ‘clean’ differently.” Clean beauty expert Kristen Arnett adds, “There is scientific backing for what people determine is safe or toxic, but there’s no hard-and-fast standard for what those words mean when it comes to cosmetics.” 

This isn’t to say that clean beauty is a scam — simply that “it’s up to the consumer to sort through the claims and decide which brands meet their [standards],” Gedeon explains. Arnett agrees, adding that “understanding a brand’s integrity is key to making informed decisions.” Gedeon recommends finding a retailer that meets your standards and starting from there. Furcy Botanik, for example, abides by Sephora’s Clean at Sephora guidelines.

To obtain this designation, brands have to prove that their products are formulated without potentially harmful ingredients, including mineral oils, formaldehyde, sulfates, and even certain packaging materials. Ulta Beauty’s Conscious Beauty guidelines are equally stringent in their requirements, with more than 50 ingredients either banned or heavily restricted. Retailer Credo goes even further with its Credo Clean Standard, highlighting additional testing standards, sustainable packaging, and potential toxins found inside synthetic fragrance.  

Essentially, the clean beauty world is confusing since there isn’t one definition of “clean.” Consumers have to decide what’s important to them. For example, if you’re looking for a sensitive skin-friendly moisturizer without essential oils (a potential irritant), Blissoma Pure Sensitive Care Complex is a good choice. If you’re in need of a makeup-removing cleansing balm without polyethylene microbeads, Farmacy Green Clean Makeup Meltaway Cleansing Balm is for you. And if you’re trying to find a sunscreen without oxybenzone and octinoxate, Innisfree Daily UV Defense Broad Spectrum SPF 36 Sunscreen is our favorite.