But can you imagine my excitement to see that natural beauty might finally be going mainstream, only to find that it's creating more confusion than ever before...
The rise of clean beauty has brought up a ton of problems and we need to clear up the confusion.
The problem? Clean beauty
What is clean beauty?
Great question. "Clean" beauty does not have an exact definition ’ this term generally refers to products which are deemed better for our health in some way. This can encompass everything from vegan products to cruelty free, plant-based, eco-friendly, natural or organic beauty. Sounds pretty broad, right?
Just like "clean eating, which according to Sarah Wilson, can refer to anything like a combination of going dairy-free, meat-free and gluten-free or opting for a superfood or plant-based diet, clean beauty can mean different things to different people.
So who decides what is "clean" and what is not? There are no regulations surrounding how we use the term "clean" on products. It's exactly the same with the terms "natural" and "organic" In the natural beauty industry ’ according to Australian Organic, anyone can put a sticker on a beauty product saying 'organic', 'natural' or 'eco', but that does not mean it is guaranteed to be any of those things.
Certifications are really one of the only regulations in the clean beauty industry, and the best way to check for clean ingredients if you are not an expert in deciphering the ingredients list. Official certification logos on products indicate that the claims have actually been audited and verified by a third party. Products can be certified natural by an organisation such as NATRUE, Ecocert, COSMOS, or BDIH.
certified organic beauty products.
clean ingredients.
Ingredients to avoid
At Nourished Life, we have implemented a strict ingredients policy. My job is to check every ingredient on every label and screen every brand ’ so that you don't have to. I do not let greenwashing and misleading claims trick me. I've done my research, I know what's clean and what's not, and I simply won't stock what other stores will.
I started blogging about clean beauty way back in 2011. I started my toxin-free journey by getting rid of every single mainstream product I was putting on my body every day. Then, I threw myself into research, trying to decipher which ingredients were potential toxins and which ones were truly clean. I wanted to find natural alternatives to my everyday essentials, so I started blogging about them as I gradually discovered products, and before I knew it, there were thousands of people joining me on my clean beauty journey.
Since 2012, we have been Australia's home of clean beauty and toxin-free shopping.
It's a total contradiction when I see products with a green leaf or the word "natural" on the label only to turn it over and see PEGs and parabens in the ingredients list.
When it comes to checking ingredients for "cleanliness", there are a few which should stick out quite obviously as
● Parabens ’ Propylparaben, Methylparaben, Butylparaben. These are synthetic preservatives
● PEGS
● SLS
● Petrochemicals
● Phthalates - plasticiser, used to make fragrances last
● Artificial fragrances ’ fragrance sensitivity
Are clean beauty products more expensive?
This is a total myth and misconception. Just like the mainstream beauty market, clean beauty products are available across a range of price points to suit every budget. Yes, sometimes a 100% certified organic product may seem pricier than a mainstream product which appears similar, but this is because organic. Its mainstream counterpart could be full of cheap fillers ,
ingredients , but you are paying for peace of mind
strict requirements and may be harder to source.
organic ingredients.
skin care budget buys and affordable natural makeup products on the market. You absolutely do not have to pay top dollar in order to go clean.
What's next for clean beauty?
Of course, I'm hoping that clean beauty will actually clean up its act ’ as consumers, we need to speak up about greenwashing when we see it. Otherwise,
this means we need to
Clean beauty is sustainable packaging. clean ingredients and clean packaging are starting to go hand in hand. plastic free products which biodegradable, compostable.
Since everyone is now jumping onto the clean beauty bandwagon, we need to be vigilant.
