What is Clean Beauty: Revealing the Secrets You Need to Know

Did you know the beauty industry allows thousands of chemicals in our products?

Or that those chemicals link to hormone disruption, allergies, and even cancer?

If you’re new to non-toxic living, you’ve probably heard of clean beauty.

But what is clean beauty exactly? It’s everywhere, but let’s be honest—it’s not always clear.

With National Clean Beauty Day on June 4, there’s no better time to take a closer look at what’s really in your products.

Today, I’m sharing everything you need to know about clean beauty (but were afraid to ask).  

You’ll learn exactly what clean beauty is–and what it’s not. I’ll show you how to avoid misleading marketing like greenwashing.

By the end of this Clean Beauty 101, you’ll know what clean beauty is, and why it matters for both your skin and your health.

Ready?  Let’s get started.

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What is Clean Beauty?

So, what is clean beauty? Simply put, clean beauty means using products that don’t have any harmful ingredients.

Instead, these products are specifically formulated with safe, non-toxic materials.

But it’s more than just ingredients. True clean beauty is built on some core principles:

• Transparency – Full ingredient disclosure (no hidden ‘fragrance’ loopholes)
  
  
  
• Careful ingredient selection – Prioritizing non-toxic, safe, and effective formulas
  
  
  
• Sustainability – Ethical sourcing and eco-friendly practices
  
  
  
• Cruelty-free – No animal testing
  
  
  
• Minimal environmental impact – Responsible packaging and sustainable production
  
  
  
  

Avoiding harmful chemicals like parabens, phthalates, synthetic fragrances, and sulfates is key. 

There’s a BIG problem, though. The beauty industry as a whole is barely regulated. 

In fact, the FDA doesn’t have a standard definition for terms like natural, non-toxic, or even clean beauty.

So, what does that mean?  Basically, brands can use these terms however they want. Even if their products contain harmful ingredients.

Since ‘clean beauty’ isn’t regulated, many brands use the term misleadingly.

That’s why I’ve done the research for you—to help you find truly safe, non-toxic products.

Grab my Clean Beauty Guide for Age-Defying 👇

What Clean Beauty Is NOT

Clean beauty isn’t just a buzzword or a marketing gimmick. It’s not just about being “natural” or “organic.” 

Clean beauty goes beyond these labels. It ensures that products are genuinely safe and effective.

But here’s the problem:  Greenwashing is everywhere.  

In a nutshell, greenwashing is when brands claim to be “safe” and “clean,” but use harmful ingredients. 

Here’s an example:

A product labeled ‘natural’ may still contain synthetic fragrances, parabens, or other toxic ingredients.

Without full ingredient transparency, it’s impossible to know what you’re actually getting.  

I learned this firsthand.  When I first started my non-toxic lifestyle, I totally fell for greenwashing tactics. 

How to Avoid Greenwashing

The clean beauty movement is growing, which is a good thing!

But we need to be able to distinguish between real clean beauty and greenwashing tactics.

Greenwashing can be tricky.  (No surprise, right?  I mean, it’s purposely designed to trick us.) 

But by keeping a few key things in mind, you can avoid falling victim to it. 

Here are my top tips for spotting greenwashing:

1. Check the Ingredient List
   
   “Natural” doesn’t guarantee safety. Look beyond the front label for harmful ingredients like parabens or fragrances.
   
   
   
2. Look for Full Ingredient Transparency
   
   A clean brand lists every ingredient. They don’t rely on loopholes or use vague terms like ‘fragrance’ or ‘proprietary blends.’
   
   
   
3. Don’t Rely on “Free-From” Lists
   
   Claims like “paraben-free” don’t guarantee safety. Other harmful ingredients, such as fragrance or carcinogenic preservatives, could still be present. (Psst- go back to tip #1 and check the ingredient list.)
   
   
   
4. Question the Labels
   
   Words like “green,” “natural,” and “clean beauty” aren’t regulated and can be misleading. Research the brand’s mission and ingredient sourcing.
   
   

Clean beauty isn’t about fear—it’s about empowerment.

When you know what’s in your products, you can make choices that align with your health and values. And that’s what truly matters.

Why Is Clean Beauty Important?

Some people assume terms like ‘natural’ and ‘organic’ are synonymous with clean beauty. Yet, that’s a misconception.

While these labels may sound reassuring, they don’t guarantee safe ingredients. 

In fact, many of these products still contain harmful ingredients.

Here’s a shocker:

Only 25% of sunscreens offer sufficient protection without harmful ingredients.

Are you surprised by that? (I was definitely surprised when I found out!).

This suggests that a significant number of products may not be as safe as they claim​.

And this is part of the larger issue.  There is a significant gap in safety standards.

Food for thought:

• The European Union bans over 1,400 chemicals in cosmetics.
  
  
  
• The U.S.? Just 11. (Although some states, like California, restrict about 20 others)
  
  

Many conventional products contain harmful ingredients, due to these weak regulations.

This is why the clean beauty movement is more than just a trend. It’s a response to a growing demand for products that are safe for our bodies and the planet. 

The Background of Clean Beauty

The clean beauty movement has evolved over the years. And as it does so, it is driving the beauty industry toward safer, more transparent practices.

While the idea of clean beauty dates back to the 1990s, it really gained momentum in the early 2000s. 

That’s when consumers started to realize their beauty products contained harmful chemicals.

A major turning point came in 2013 with the founding of Beautycounter. Their mission was to disrupt the cosmetics industry.

They did this by creating products free from questionable or harmful chemicals. 

But it didn’t stop there. Beautycounter took their advocacy to Washington, D.C.

In 2015, Beautycounter CEO Gregg Renfrew testified before Congress. She joined experts to expose the dangers of the largely unregulated beauty industry.

Renfrew advocated for stricter ingredient standards and more transparency.

These actions led to important talks about safety reform, sparking industry-wide changes.

In 2016, Crunchi also entered the clean beauty space.

Their mission is to empower lives with sustainable, high-performance clean beauty products.

Today, clean beauty continues to challenge outdated industry standards. It focuses on health, sustainability, and full ingredient transparency.

Why Clean Beauty Matters: Real-Life Benefits

So far, we’ve talked a lot about the theory behind clean beauty, but let’s get practical. 

If you’re still feeling a little lost, don’t worry.  It’s totally normal when you’re starting out.

When I first started to dig into clean beauty and non-toxic living, I felt pretty overwhelmed.  

I mean, there’s so much information (and let’s be real– misinformation) out there.

Once I understood why all of this matters, I started making changes. And I saw firsthand how they transformed my health and wellness.

The good news is that it’s easier than you think. 

Here’s are some of the ways clean beauty benefits you in real life.

Reduce Toxic Load

Many conventional beauty products contain harmful chemicals. These include things like parabens, phthalates, and synthetic fragrances.

These ingredients add to your toxic load.

In simple terms, toxic load is the build up of toxins in your body.

These toxins are from daily exposure to many sources. For example, personal care products, food, medications, and the environment.

Your body is designed to filter out toxins.  But when it’s constantly bombarded by harmful ingredients, it struggles to keep up. 

Over time, this leads to:

• Allergies and skin sensitivities
  
  
• Hormone imbalances
  
  
• Autoimmune conditions
  
  
• Increased risk of serious health concerns, including cancer
  
  

By reducing the chemicals you put on your skin, you can allow your system to heal, restore, and protect itself.

Switching to clean beauty is one way to reduce your toxic load. It makes sense, right? 

Using fewer toxins on your skin mean less stress on your body.  And that allows it to function the way it should.

I know this from personal experience. When I first learned that my toxic load played a role in my health issues, I was shocked. 

My journey to clean beauty and non-toxic living was truly eye-opening.

I quickly realized how much our everyday products can affect our health.

Making the simple switch to clean beauty was a huge step toward me feeling better–and getting better.  

Full Ingredient Transparency

True clean beauty brands prioritize full ingredient transparency.

They openly disclose every ingredient in their products.  By doing this, they allow you to make informed decisions about what you’re putting on your skin.

These brands avoid harmful additives like parabens, synthetic fragrances, and formaldehyde-releasing preservatives.

Instead, they use safer alternatives that are effective without compromising health or the environment.

Ethical Sourcing & Cruelty-Free Standards

Clean beauty isn’t only about safe ingredients. It’s also about making better choices for the earth. 

Many clean beauty brands prioritize:

• Responsibly sourced ingredients
  
  
• Fair trade practices
  
  
• Cruelty-free formulations (no animal testing)
  
  
  

By choosing clean beauty, you’re not only caring for your skin, you’re helping to protect the earth.

Eco-Friendly Packaging & Innovative Formulas

Sustainability is a core part of clean beauty. Many reputable brands are paving the way with:

• Recyclable or biodegradable packaging
  
  
• Plastic-free or refillable containers
  
  
• Safer, high-performing ingredients that are better for you and the planet
  
  
  

For example, many clean beauty brands now use bakuchiol as a safer alternative to retinol.  Bakuchiol provides the same anti-aging benefits without the irritation and long-term risks.

Tune Into Your Skin’s Needs & See the Difference

One unexpected benefit of clean beauty is that you’ll start to understand your skin on a whole new level.

Since switching to clean products, my skin is less sensitive and less red.

I’ve also noticed an improvement in fine lines and wrinkles. Can’t complain about that!

Without fillers and harsh ingredients, you can finally see what truly works for your skin. 

No more guessing.

Making the Switch to Clean Beauty: Where to Start

If you’ve ever wondered, ‘What does clean beauty mean?’, I hope this Clean Beauty 101 Guide made it clear!

It isn’t only about finding safer skincare products.  It’s also about choosing a healthier lifestyle. Protecting the earth. And encouraging a more transparent beauty industry.

But I know that making the switch can feel overwhelming at first.

That’s why I created the Clean Beauty for Age-Defying Skin Guide.

It’s a simple, stress-free way to transition to cleaner beauty without the guesswork.

With National Clean Beauty Day on June 4, now is the perfect time to take the first step toward a healthier routine.

Download your FREE guide now and get started with a healthier skincare routine.

And if you ever have questions, I’m always happy to help—just reach out!

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