“Clean beauty” gets thrown around a lot these days, sometimes as a real standard, and sometimes as pure marketing fluff. What we put on our skin is personal. It’s part of our routine, our comfort, and a small act of self-care. But the beauty industry is also full of confusing labels, fear-based marketing, and plenty of greenwashing. So what actually makes skincare clean? And how do you find products that are kind to both your skin and the planet?
For me, clean beauty means two things: products that are genuinely safe for your skin (without hormone disruptors, irritants, or shady chemicals) and made in a way that’s responsible for the planet. Because personally, I don’t see the point in replacing sulfates with coconut oil if it still comes wrapped in three layers of plastic.
And with so many buzzwords – vegan, natural, organic, dermatologist approved, reef safe, non-toxic – it’s no wonder it gets confusing. This guide breaks things down simply: what to look for, what to avoid, and how clean beauty overlaps with sustainability.
What “Clean” Beauty Really Means
Clean beauty isn’t a regulated term. In most cases, it refers to skincare made without potentially harmful or irritating ingredients – especially things linked to hormone disruption, allergic reactions, or environmental harm. But clean should also mean transparent, responsibly sourced, and not full of unnecessary fillers.
For me, true clean beauty sits at the intersection of non‑toxic, planet‑friendly, and ethically made.
Ingredients to Actively Avoid
Not everything “chemical” is bad… water is a chemical. But there are ingredients that are widely linked to irritation, hormone disruption, or unnecessary environmental harm. Here are some of the biggest ones to skip:
🌲 Oxybenzone + octinoxate: common in sunscreen, terrible for coral reefs and potentially hormone-disruptive.
🌲 Parabens: still allowed in cosmetics, but linked to hormone disruption in several studies.
🌲 Phthalates: often hidden under “fragrance,” used to make scents last longer, not great for endocrine health.
🌲 Synthetic fragrances: if a brand won’t say what’s inside their “parfum,” I pass.
🌲 Microplastics: often listed as polyethylene, nylon‑12, acrylates copolymer.
🌲 PFAS (aka “forever chemicals”): sometimes hiding in “waterproof” or “long‑wear” claims… they literally never break down in nature.
If a brand is vague or says nothing at all about their ingredient standards, that’s usually a sign the formula hasn’t evolved in a while.
What to Look for Instead
🌲 Short ingredient lists: not always a rule, but fewer fillers usually means fewer irritants.
🌲 Botanical actives with purpose: not just trendy ingredients sprinkled in to sound fancy.
🌲 Plant‑based oils and butters: e.g. jojoba, squalane, shea, plum, moringa, etc. – nourishing, skin‑compatible, and biodegradable.
🌲 Aloe vera, green tea, niacinamide, hyaluronic acid: active ingredients that actually support skin health without harshness.
🌲 Fermented or bio‑based actives: often more potent and lower‑waste than synthetic versions.
🌲 Mineral UV filters like non‑nano zinc oxide: when sourced responsibly.
🌲 Clear sourcing info: if they say where the oils or extracts are grown, even better.
🌲 Refillable or at least low-waste packaging: glass, aluminum, or compostable.
🌲 Trustworthy third-party certifications: COSMOS, Ecocert, EWG Verified, MADE SAFE.
Essentially look for anything backed by transparency. Brands that clearly explain sourcing, concentrations, and testing. Clean shouldn’t just be “free from”. It should also be doing less harm, or ideally, doing some good.
Is “Natural” Always Better?
Not necessarily. Poison ivy is natural, and yet it’s not a great idea to rub it all over your body. A synthetic lab-made peptide might actually be safer and more stable than a poorly preserved rose extract.
What matters more is: Is it safe, skin-friendly, transparent, and responsibly made? I don’t care if something is natural purely for aesthetic reasons.
Clean and Sustainable Skincare Brands Worth Checking Out
These are brands that care about both what’s inside the formula and how it’s packaged. No pointless greenwashing, no “natural” branding while shipping plastic pumps across the world in single-use packaging.
1. OSEA
Marine-based skincare with refill pouches and glass packaging. Vegan, non-toxic, amazing for sensitive or dry skin.
Price range: $30–$90
🌍 Ships internationally
Herbivore is a well-known clean beauty brand that designs effective skincare using natural, non-toxic ingredients. They prioritize iodized materials like fruit extracts, clays, and botanicals, use glass packaging when possible, and are transparent about their ingredient sourcing and manufacturing processes.
Price range: $20–$70
🌍 Ships internationally (US, EU, UK, etc.)
3. Pai Skincare
Incredible for reactive/sensitive skin. Certified organic, no essential oils unless clearly disclosed.
Price range: $35–$90
🌍 Ships worldwide
4. Three Ships
Super transparent formulas, great price point, all in glass – feels like luxury without the hefty price tag.
Price range: $18–$45
🌍 Ships US + Canada
5. Ere Perez
Botanical skincare + makeup hybrid products, reef safe, refill programs, multipurpose to reduce clutter.
Price range: $30–$70
🌍 Ships worldwide
If You’re Just Getting into Clean Beauty…
Start small. Replace one product when it runs out, and stick to the basics you use the most – usually cleanser, sunscreen, and moisturizer.
🌲 Check ingredient lists – you’ll start recognizing patterns.
🌲 Prioritize irritation‑free, skin‑healthy, long‑lasting formulas.
🌲 Choose brands that are clear about where their ingredients come from.
🌲 Look for packaging you can recycle or reuse.
I’ve found that the more I simplify, the better my skin behaves anyway. And when skincare actually aligns with your values, it becomes easier to stick with long-term. Not just for your skin, but for the planet too.