Natural, green, organic – what does ‘clean’ beauty actually mean? And can you trust the brands that claim it?

Retailers such as Sephora and Ulta Beauty designate products as ‘clean’ if they omit ingredients known or suspected to harm humans or the environment

Formulations that are vegan or don’t involve animal testing are also candidates for inclusion, and environmentally friendly packaging also comes into play

Reading Time:3 minutes

Demand for “clean” beauty products has spiked, but the term itself has no clear definition across the beauty industry. Photo: Bloomberg

Published: 6:45pm, 15 Oct 2021

A lot has been said about how the coronavirus pandemic is motivating people to be more discerning about what they put in their bodies. But the crisis may also be having a big effect on what they put on their bodies.

The concept of so-called clean beauty – make-up and skincare products marketed as free of harmful, artificial ingredients – is the latest catchphrase in a burgeoning world of products sold as sustainable, environmentally conscious or simply safer.

Demand has spiked over the past year. According to a July report by market researchers The NPD Group, some 68 per cent of consumers say they are looking for skincare brands that highlight “clean” ingredients.

“Consumers are more knowledgeable than ever about what they’re putting into their bodies and onto their skin, and there’s a desire to make healthy and environmentally conscious decisions,” said New York-based dermatologist Joshua Zeichner.

More consumers are looking for natural ingredients in their skincare products. Photo: courtesy of Bloomberg

But while the US Food and Drug Administration regulates cosmetics to make sure they’re not adulterated or misbranded, the agency isn’t tasked with approving most of these products before they hit the shelves. And though the phrase is often associated with naturally derived ingredients, there’s no standard definition for “clean” beauty.