You may have heard the phrase clean beauty often used alongside other terms such as vegan, natural and organic. It’s been gradually brought into the spotlight, fueled by Gwyneth Paltrow’s health and wellness site Goop, and a growing shift in public consciousness led by millennials and Generation Z.
But what exactly is it? Richard Walker, CEO of vegan and cruelty-free brand Dr Botanicals, describes the term as “products that are free from harmful, or potentially harmful, ingredients. It also involves taking a more conscious approach to how beauty products can harm the environment, and how they can be made while keeping the health of our body in mind.”
The focus of clean beauty is on non-toxic ingredients, animal welfare and an eco-friendly ethos. Richard states that protection of our environment goes hand-in-hand with non-toxic ingredients: “clean beauty products should still be eco-conscious too”.
It certainly seems that our priorities are changing as we learn more about ingredients and the importance of preserving the world around us. Richard adds that it also means transparency, saying they are calling for “more regulation for potentially misleading packaging that may not match the product’s ingredient list”.
However, it is tricky to know which products and brands truly are ‘clean’, and getting your facts right can take a lot or research. So we’ve saved you some time, and rounded up just a few to get you started.
Recycled and biodegradable packaging, PETA-approved, vegan-certified and a commitment to produce products without talc, parabens or toxins, Emani are clean beauty trailblazers. This lightweight yet high-pigment foundation contains hyaluronic acid - moisturising while creating a flawless base.
This mud mask is certified vegan, and is packaged in recyclable PETG plastic and 100% biodegradable cardboard from sustainable forests. It uses antioxidant grape and kiwi to lift pigmentation, and peony to even out skin tone, leaving skin looking fresh and revitalised.
This PETA-approved exfoliator isn't tested on animals and is certified vegan. Its natural ingredients include coffee oil which helps to hydrate and protect your skin, and walnut shell powder for its exfoliating properties, sloughing away dead skin cells for a brighter, radiant complexion.
Vegan-certified and cruelty-free, this nail brand also only formulates its products with ingredients that are good for your nails. The top coat is also super-durable and keeps your manicure chip-free for about a week, while the base coat contains vitamins A, C and E to maintain nail health.
Neom uses only natural, organic ingredients in their products, and ethically source these from sustainable origins. This body oil contains wild mint and mandarin essential oils, plus moisturising safflower oil, jojoba and a blend of natural extracts including rose and elderberry.