Introduction
Women are marketed to from birth. We are constantly encouraged to purchase the latest and coolest skincare, makeup, etc. And while I love beauty-enhancing products as much as the next gal, I have to wonder: is the latest push toward “clean beauty” a smart investment or just greenwashing?
Caring about what’s in our beauty products makes sense. In general, women “not only face higher levels of exposure to toxic chemicals than men, but the impact of that chemical exposure impacts women differently than men” [Source: Women, Health and Environment]. Women also tend to carry a higher percentage of body fat, which is where chemicals accumulate in the body.
Aside from the marketing, there are somewhat disturbing undertones of purity culture in the idea of “clean beauty.” Is this dichotomy of “clean” versus “unclean” and “pure” versus “impure” keeping us from pursuing reforms that would benefit all segments of the population, not just those willing to pay a premium?
“Cleanliness is Next to Godliness”
In pre-pandemic NYC (the golden days), one of my favorite stops in the West Village was the now-shuttered CAP Beauty store on West 10th. CAP Beauty was “a store stocked exclusively with naturals.” The high shelves were filled with beautifully packaged oils and powders. [Note: many liquid products require the use of preservatives to prevent mold. Some beauty brands avoid this by foregoing water-based formulas.] You could stop in to shop, get an incredible facial, or even attend the occasional wellness-oriented talk. The overarching feeling was one of safety: regardless of what you purchased, you’d knew you’d be purchasing something “clean.”
Perhaps a more pressing issue than the validity of “clean beauty” is the question of whether buying your way out of a problem created by capitalism is an effective solution.
Clean beauty has been trending for several years now. The term refers to beauty products that are free from harmful chemicals, toxic ingredients, and animal testing. Consumers are becoming more conscious about what they put on their skin. “Natural” and “organic” have become key buzzwords in the consumer product space. In response to growing demand, many brands have launched clean beauty lines. These products assert that they are safe, natural, and sustainable. However, there is growing concern that the term “clean beauty” is being used as a marketing gimmick.
What is Greenwashing?
Greenwashing describes the practice of making false or misleading claims about the environmental benefits of a product or service. It is a marketing strategy that is designed to appeal to consumers who are concerned about their health and the environment, but who may not have time, knowledge, or expertise to verify these claims.
Greenwashing includes products that claim to be “all-natural” or “organic,” but contain synthetic or non-natural ingredients. Some products also claim to use sustainable or biodegradeable packaging, but the packaging is not actually recyclable or does not break down naturally in the environment. Consumers are wising up and becoming more skeptical of the claims made by companies, but does this mean that all clean beauty is a scam?
Clean Beauty and Greenwashing
There’s no doubt that the need for cleaner beauty products exists. I personally feel that regulations should be passed banning certain chemicals in consumer products and food like in other countries, but that’s a rant for another blog post.
One major issue facing consumers is the lack of regulation around the term “clean beauty.” There is no standard definition for what it means. This lack of regulation has led to a lot of confusion among consumers, who may not know what they are actually buying. Some brands like Credo Beauty have come up with their own set of guidelines to help educate customers
In addition, many clean beauty products still contain synthetic or non-natural ingredients. For example, some products may use synthetic fragrances, even though these fragrances may contain potentially harmful chemicals. Synthetic preservatives is another way that some products may not live up to their “clean” claims.
Another concern is that many clean beauty products are packaged in plastic, which is not biodegradable and can contribute to environmental pollution. While some companies are making efforts to use sustainable packaging, many still use traditional plastic packaging.
Finally, there is also the concern that clean beauty is being used as a marketing tool. Consumers tend to be willing to pay a premium for products marketed as being clean. There have been numerous scandals involving products from home cleaning to skincare that have been found to use harmful ingredients but market themselves as clean, ostensibly to justify a higher price point.
Is It Clean? How to Tell:
Below, find a few helpful suggestions for ascertaining whether your potential purchase is really “clean beauty.” Like most things, caveat emptor or “buyer beware” applies. Enriching yourself with knowledge is the best way to proceed with confidence.
Certifications
Look for certifications from reputable organizations. Some organizations, such as the Environmental Working Group (EWG) or the USDA Organic, have strict standards for what can be labeled as “clean” or “organic.” These certifications are issued by the respective organizations and are not a product of greenwashing marketing tactics.
The Ingredients List
Look for products that are free from commonly used harmful ingredients, such as parabens, phthalates, sulfates, and synthetic fragrances. Make sure to do a quick google of any intimidating-sounding words in the ingredient list.
Research the Brand
Look for brands that are transparent about their ingredients, sourcing, and manufacturing processes. Research the brand’s sustainability practices, including their packaging and waste reduction efforts. Look for brands that use environmentally friendly materials and sustainable manufacturing practices.
Packaging
Look for products that are packaged in environmentally friendly materials, such as glass or biodegradable materials. Avoid products that are packaged in single-use plastics.
Research the Ingredients
Look for reviews and feedback from other consumers who have used the product. Research the brand and the ingredients to ensure that they are safe and environmentally friendly. Avoid relying on marketing claims.
Popular Clean Beauty Retailers
It is important to select beauty brands that live up to their claims. Luckily, there are clean beauty retailers that have taken some of the guesswork out of things by only stocking products that meet their self-imposed standards. Below, you’ll find a list of retailers that offer a curated selection of clean beauty products:
- Credo Beauty
- Follain
- The Detox Market
- Beauty Heroes
- Credo Beauty’s Clean Beauty Kit
- The Choosy Chick
- Aillea
- The Green Jungle Beauty Shop
- Safe & Chic
- Blue Mercury Clean Beauty Collection
Conclusion
While it may take a bit of leg work to find them, there are many brands out there investing in cutting-edge R&D to bring their customers high-quality “clean” beauty products. One of our favorites is Furtuna Skin, which we have reviewed previously on this site.
One of the things I love most about clean beauty is the spirit of innovation. It is amazing to me how brands use technological innovation as well as traditional knowledge around the use of medicinal plants and herbs to create products. This collaborative, solution-oriented approach is exactly the energy needed to help us find a way forward to a healthier planet, in the beauty space and beyond.
