Cover The term “clean cosmetics” has been gaining traction across the beauty industry as brands attempt to win consumer trust, but is it authentic? (photo: Hydrinity)
The term “clean cosmetics” has been gaining traction across the beauty industry as brands attempt to win consumer trust, but is it authentic? (photo: Hydrinity)
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The phrase “clean cosmetics” has been appearing across the beauty market in an attempt to sway consumer trust. Yet, many brands aligning themselves with the “clean beauty” movement continue to grapple with unclear definitions and shifting standards of what “clean” truly means.
In an age shaped by health concerns, consumers are placing increasing importance on the idea of “clean” in their everyday choices. The word now surfaces in nearly every context, transforming habits from food to lifestyle. It’s not unusual to hear someone refer to their diet as “clean”. Within the beauty space, this terminology is gaining traction, not only in product development but also in brand messaging. The “clean beauty” movement has led to a wave of products marketed as “clean cosmetics”. Yet, as this term becomes more widely adopted, so does scepticism. What do we really mean when we say “clean cosmetics”? Is it the use of natural ingredients, environmentally safe practices, or simply recyclable packaging that qualifies?
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What is “clean beauty” or “clean cosmetics”?
According to consumer research platform Attest, 45 per cent of Britons now seek out products made with natural or clean ingredients. Statista forecasts that the global market for natural and organic beauty products will surpass US$22 billion by the end of 2024. Beauty retailers such as LookFantastic and Sephora have even introduced dedicated sections for brands promoting themselves as clean. On TikTok, the hashtag #cleanbeauty has attracted over one billion views.
Above Within the beauty industry, the term “clean” takes on multiple interpretations (photo: Tatler)
Within the beauty industry, the term “clean” takes on multiple interpretations (photo: Tatler)
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Within the beauty industry, the term “clean” takes on multiple interpretations. It is often used in place of “natural”, “organic”, or “cruelty-free”. For some, it means ingredients grown through organic farming methods, with the finished products certified by authorities such as ISO, EcoCert or NaTrue. For others, it means excluding ingredients that are harmful or even suspected of posing risks—substances such as sulphates, formaldehyde, phthalates, parabens, talc, triclosan, toluene, diethanolamine, lead, artificial colours and fragrances, or polyethylene glycol (PEG), among others.
Above To qualify as “clean beauty”, a product must be clean both inside and out (photo: Whole Foods Market)
To qualify as “clean beauty”, a product must be clean both inside and out (photo: Whole Foods Market)
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To qualify as “clean cosmetics”, a product must be clean both inside and out. Packaging must meet sustainability requirements, whether recyclable, reusable or otherwise minimising environmental harm. Yet it goes beyond ingredients and containers; the entire supply chain, from manufacturing to delivery, is expected to uphold strict standards to protect product integrity.
The environmental impact of clean cosmetics
As the market becomes saturated with “clean cosmetics” labels, scrutiny has grown. Consumers and industry experts alike are beginning to question whether these products truly adhere to high production standards or whether the “clean beauty” trend is simply another marketing tool aimed at shaping perception.
In reality, the definition of “clean” in the beauty sector remains elusive. It varies between brands, across borders, and even shifts according to consumer expectations.
Above Some clean beauty brands now extend their promise to include cruelty-free practices (photo: Clinikally)
Some clean beauty brands now extend their promise to include cruelty-free practices (photo: Clinikally)
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From packaging to ingredients, the concept of clean has gone far beyond the realm of harmless.
Some clean beauty brands now extend their promise to include cruelty-free practices. According to Leaping Bunny, most animal testing today is carried out on individual ingredients before they are used in a final formula. While many brands declare they do not test on animals, some in fact outsource the task to third parties.
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Above Some clean beauty brands now extend their promise to include cruelty-free practices (photo: Medium)
Some clean beauty brands now extend their promise to include cruelty-free practices (photo: Medium)
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A transparent list of natural ingredients no longer satisfies customer curiosity around “clean cosmetics”. Consumers are beginning to question whether the entire lifecycle of a product from creation to distribution is genuinely environmentally responsible. Has the clean beauty industry truly distanced itself from fossil fuels? In truth, many clean cosmetics still rely on petrochemicals at the ingredient level. Even within products marketed as clean, a significant number of synthetic ingredients such as silicones, petrolatum and certain polymers are derived from petroleum.
Above Even ingredients perceived as natural, like essential oils, can be the result of processes dependent on fossil fuels (photo: Healthline)
Even ingredients perceived as natural, like essential oils, can be the result of processes dependent on fossil fuels (photo: Healthline)
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Even ingredients perceived as natural, like essential oils, can be the result of processes dependent on fossil fuels. Steam or hydro distillation, commonly used to extract oils for use in baths or diffusers, are energy-intensive methods that draw heavily on non-renewable sources. Naturally, this information doesn’t appear on a label.
Plastic packaging, however recyclable, remains largely derived from petroleum. Moreover, the energy demands of beauty production are considerable. From raw material processing and product formulation, to packaging and global shipping, each stage consumes significant amounts of energy. Whether it’s factory equipment, climate control systems or transport via trucks, ships or planes, most of the power still comes from coal, oil or gas.
Advice for consumers
To avoid falling under the spell of “greenwashing”, the best approach is to stay informed and choose carefully. Resources such as the EWG Skin Deep database, Think Dirty app, and Good On You can offer helpful insights into a product’s transparency and safety profile.
Knowing your ingredients, or recognising which chemicals may irritate your skin, is just one part of the process. Equally important is ensuring your chosen clean cosmetics are genuinely cruelty-free. Look for brands certified by Leaping Bunny, a standard that guarantees no animal testing has taken place at any stage of development, from raw material suppliers to final manufacturing.
Above Packaging also matters. Opt for brands offering recyclable, refillable or plastic-free options. Refill systems not only reduce waste but also tend to be more economical in the long run (photo: Tatler)
Packaging also matters. Opt for brands offering recyclable, refillable or plastic-free options. Refill systems not only reduce waste but also tend to be more economical in the long run (photo: Tatler)
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Packaging also matters. Opt for brands offering recyclable, refillable or plastic-free options. Refill systems not only reduce waste but also tend to be more economical in the long run.
Above In the age of trend-driven consumption, resisting the urge to accumulate and instead using products down to the last drop is a meaningful response to the clean beauty movement (photo: Glamour UK)
In the age of trend-driven consumption, resisting the urge to accumulate and instead using products down to the last drop is a meaningful response to the clean beauty movement (photo: Glamour UK)
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In the age of trend-driven consumption, resisting the urge to accumulate and instead using products down to the last drop is a meaningful response to the clean beauty movement. Adjusting purchasing habits can help too, choosing multi-use products (a balm that works for lips, cheeks and dry patches), buying larger formats for everyday essentials like shampoo or shower gel, and supporting local brands to reduce emissions from transport.
Ultimately, the most effective shift is to consume less. A 15-step routine filled with clean-labelled products may still expose your skin to unnecessary compounds. Focus instead on what your skin truly lacks or needs.
“Clean”, within the “clean beauty” movement, is not simply a product category; it’s a way of thinking, a conscious decision about how we live. Behind the polished marketing lies a more complex truth: clean cosmetics are not always as clean as they appear. A product free of parabens, artificial fragrance or animal testing can still contribute to pollution, emissions or resource depletion. As consumers, our choices do more than reflect our values. They help shape the future of the industry.
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