Back in 2009, here @PuraVeda Organics, we reinstated the effectiveness of clean beauty in its truest sense (learn more)… long before other brands acknowledged it. Fast forward to 2024, and today it’s one of the biggest movements in the beauty industry, and now encompasses ancillary practices such as recyclable, eco-friendly packaging, a rededication to organic, sustainable, fair-trade eco-friendly ingredients, and the use of conscious-driven products that aren’t harmful to human health, our ocean reefs and our planet as a whole.
The term Clean Beauty is often considered to be synonymous with non-toxic beauty. However, this often misunderstood umbrella term means much more than just the green basics. Let’s discuss all of these in detail:
Is Clean Beauty = Green Beauty?
Green Beauty is a term correlated with products that are plant-derived/vegan, eco-friendly, with sustainably sourced ingredients.
Something most people don’t understand though, is that green beauty products may contain certain toxic ingredients – which Clean Beauty doesn’t.
Conversely, clean beauty products may also contain sustainably sourced, animal-derived ingredients (such as organic honey, beeswax, or milk). Thus, though free of toxic chemicals, they are not ‘green’, in the truest sense of the word.
Therefore, clean beauty may not always be green beauty and vice versa.
Does Clean Beauty have a standard definition?
Neither our FDA (Food & Drug Administration) nor the USDA (U.S. Department of Agriculture defines Clean Beauty. In Europe (EU) more than 1300 commonly used skincare ingredients are prohibited. In the USA, far fewer substances are prohibited. This tells us that clean beauty can be (and is) defined in different ways, depending on locale. However, the following is the most accepted view of clean beauty from leading dermatologists, brand founders, estheticians, and environmentalists:
Clean Beauty includes terms like Organic, Green, Environment friendly, GMO-free, Biodegradable, and packaging practices.
Today more than 50% of American women prefer natural or organic products when shopping for skincare.
Clean products make us feel good and are great for your mind, body, and soul.
Clean Beauty/Skincare/Haircare strictly promotes use of toxic free substances and you can find a list of this on EWG’s Skin Deep guide.
Greenwashing and Clean Beauty
Some clean beauty terms often have cryptic meanings, and one such commonly misused term is ‘greenwashing’.
Greenwashing (Angel Dusting or Green Sheen) is an illusionary marketing gimmick to convince people that a beauty product is environmentally friendly – but in reality.. many of these products can have less than 10% of the (marketed) ingredient(s) that are truly sustainable/ eco-friendly (learn more).
When done ethically, clean formulas are made with concentrated ingredients (No Greenwashing) in their most effective ratio and have a transparent ingredient list (explained below).
Chemicals in Clean Beauty?
There is no such thing as chemical-free skincare/haircare. Ingredients, whether plant-based, man made / synthetic – all have chemicals.
The difference is clean beauty products have “toxic free ingredients/chemicals”. This is to say, such products are free from parabens, petroleum, xenoestrogens, chemical sunscreen actives such as oxybenzone, artificial dyes and fragrances, phthalates, and others which are proven to be toxic for human health (you can find a list of these in the EWG’s website and other legislators).
Clean Beauty formulas, instead, contain plant based chemicals (phytoactives) which are not only safe, but also effective for good skin and hair health.
Learn more: Toxic chemicals vs Natural Beauty Products.
Is Clean Beauty Essential for Sensitive Skin?
You will be surprised to learn that the very roots of the term ‘clean beauty’ originated from the needs of sensitive skin.
Not all natural and organic products are safe for sensitive skin. Clean formulas, however, come with a promise of having the least amount of toxic and non-irritating/skin sensitizing substances. Therefore, more than anyone else, sensitive/pitta skin should always prioritize using Clean Beauty products.
Packaging and Plastic-free Practices
Did you know that the beauty industry produces about 120 billion units of plastic packaging every year? This is, of course, harmful for our planet, and especially marine life.
At Puraveda Organics, we use glass packaging for most of our product packaging (learn more) and BPA-free plastic that is environmentally friendly. Our packaging is made from recyclable material. All formulas are biodegradable and do not contain any microplastics.
Transparent Ingredient List
It is imperative that you read product labels before buying any formula. A clean Beauty product always publishes its accurate and full ingredient list. When you know the sources and what’s in your product, you make more conscious choices.
