Clean Beauty, Essential Movement, Or Marketing Hype?
The term "Clean Beauty" is everywhere—on skincare, makeup, hair products, and even nail care. Retailers like Sephora and Ulta Beauty dedicate entire sections to clean beauty, and almost every beauty brand highlights its clean or organic offerings. But is clean beauty a revolution in skincare and cosmetics, or just another marketing trend like "fat-free" or "gluten-free" labels?
As a professional makeup artist and esthetician, I receive countless questions about clean beauty. Clients want to know if the products I use are "clean" or "organic." My priority has always been to use high-performance products with quality ingredients that deliver the best results—especially for those appearing on camera. But what does "clean beauty" truly mean, and is it worth the hype?
What Exactly Is Clean Beauty?
Clean beauty brands often define their products as free from harmful chemicals and safe for both people and the planet. The most commonly avoided ingredients include parabens, phthalates, sulfates, and synthetic fragrances. While this sounds beneficial, the reality is more complex. Unless someone has a specific allergy or sensitivity, a well-preserved product is unlikely to cause harm and may even be beneficial for longevity and effectiveness.
What Started the Clean Beauty Movement?
The clean beauty movement gained traction in the early 2000s as consumers became more aware of ingredient safety and environmental impact. The rise of wellness culture and increasing transparency demands pushed brands to market products as "clean," often positioning them as safer alternatives to conventional cosmetics. Major turning points included the launch of green beauty retailers like Credo Beauty (founded in 2015) and the rise of social media influencers advocating for non-toxic skincare. By the late 2010s, clean beauty had gone mainstream, with countless new brands emerging and major retailers like Sephora and Ulta fully embracing the trend. Target also launched its “Target Clean” symbol to help consumers easily identify designated products.
Clean, Natural, and Organic: What's the Difference?
The term "natural" in cosmetics is unregulated, meaning any brand can claim its products are natural without meeting any specific criteria. Truly natural substances would spoil quickly without processing, making it nearly impossible for cosmetics to be 100% natural.
"Organic," however, is more strictly regulated. To be labeled organic, products must meet certification standards such as USDA Organic in the U.S. This means they contain a high percentage of organically farmed ingredients and minimal synthetic additives. That said, just because a product is organic doesn't necessarily mean it performs better than conventional alternatives.
Some of my favorite go-to products for creating flawless makeup looks aren’t always labeled clean or organic. However, they come from high-end brands known for exceptional performance, blending seamlessly into the skin, delivering rich, high-quality pigments, and offering superior longevity. I choose these products because they outperform many organic alternatives in areas like color payoff, texture, durability, and overall wearability—qualities essential for a professional makeup application with a fresh, long-lasting finish.
Is Clean Beauty FDA-Regulated?
A common misconception is that clean beauty exists because the U.S. government fails to regulate cosmetics. In reality, the Federal Food, Drug, and Cosmetic Act (established in 1938) prohibits the use of harmful chemicals in U.S.-manufactured cosmetics. The FDA maintains a list of banned and restricted ingredients, ensuring that all legally sold products meet safety requirements.
In 2022, The Modernization of Cosmetics Regulation Act (MoCRA) was passed, marking the most significant update in over 50 years. This law strengthens oversight on ingredient safety, requiring more transparency and accountability from beauty brands.
While some ingredients, like formaldehyde, may appear in trace amounts, they are considered safe at regulated levels. If you prefer to avoid formaldehyde entirely, look for products labeled "formaldehyde-free" or opt for brands that use natural preservation methods. However, keep in mind that most cosmetics require preservatives to ensure safety and shelf stability.
Where Are the Highest-Quality Cosmetics Made?
When choosing beauty products, consider their country of origin. The highest cosmetic safety standards are found in:
United Kingdom
Japan
United States
South Korea
Switzerland
Italy
Germany
Meanwhile, products manufactured in countries with lower regulatory standards—such as China—may not always meet the same safety requirements. To be on the safe side, always check where a product is made before purchasing, whether it's conventional or organic.
Clean Beauty Doesn’t Have to Be Expensive!
The cost of clean beauty products varies widely, but you don’t have to spend a fortune to find safe and effective skincare or makeup. If a $400 organic moisturizer fits your budget and makes you feel good, go for it! But remember—great skin relies not just on topical products, but also on a healthy diet, lifestyle, and sun protection.
So, Is Clean Beauty a Necessity or Just Another Marketing Ploy?
Ultimately, clean beauty is about making informed choices. Consumers should be mindful of the ingredients in all their cosmetic products, and supporting conscious brands can be beneficial. However, fear-based marketing or popular labeling trends should not dictate your purchasing decisions.
The best approach? Choose high-quality products—whether clean, organic, or conventional—that align with your values, budget, and skin’s unique needs.
Affordable Clean Beauty Products Worth Trying!
Fortunately, there are many high-performing, affordable clean beauty brands available that deliver real results. Here are some of my recommendations available on Amazon!
1. BURT’S BEES – A trusted brand offering affordable, natural beauty products made with nourishing beeswax and botanical extracts.
Vitamin C Turmeric Face Serum - Brightens Skin & Visibly Reduces Dark Spots https://amzn.to/3X9fl4I
Lip Shimmer Nude Collection 3 pack, Tinted Lip Balm for all-day hydration. https://amzn.to/4hVU7j9
Firming Face Cream - Anti-Aging Retinal Alternative https://amzn.to/4gWINSG
2. PACIFICA BEAUTY– 100% vegan and cruelty-free, Pacifica Beauty provides clean skincare and makeup at budget-friendly prices.
Cleansing Oil - Melting hydrating facial wash and Makeup Remover https://amzn.to/4kcAR2k
Glow Baby Booster Serum - Vitamin C and glycolic acid brightens skin. https://amzn.to/412sfT6
Overnight Recovery Face Cream - Contains hyaluronic acid, caffeine, vitamine E & C. Hydrating and moisturizing for aging and dry skin. https://amzn.to/4i94j7v
3. W3LL PEOPLE – Dermatologist-developed, this brand creates non-toxic, plant-based makeup that enhances natural beauty.
Loose Superpowder - Translucent vegan formula finishing powder brightens and creates a radiant finish. https://amzn.to/41D2wCB
Supernatural Complexion Stick Foundation - Concealer and foundation in one, with a soft matte finish, lightweight and hydrating with buildable coverage. https://amzn.to/4gXHym2
Power Eye Shadow 5 Shade Palette - Hyper-pigmented matte and shimmer for intense color. https://amzn.to/3Xdw7Qg
4. HONEST BEAUTY – Created by Jessica Alba, this brand prioritizes transparency and clean formulations without compromising on quality and effectiveness.
Liquid eyeliner – High-pigmented, long-lasting with flexible tip https://amzn.to/438amVY
Hydrogel cream – A lightweight, hydrating gel cream infused with hyaluronic acid and squalane for intense moisture.https://amzn.to/3QsFN5C
2-in-1 Mascara - Mascara +Lash Primer, Lengthening + Volumizing. https://amzn.to/4k9cra5
5. COCOKIND – Focused on skin nourishment, Cocokind uses simple, organic ingredients for effective and gentle skincare.
Resurrection Polypeptide Cream - Hydrating Face Moisturizer with Peptides and Squalane Anti-Aging Skin Barrier Repair Cream for Dry Skin https://amzn.to/3XfhKLk
Vitamin C Glow Serum - This amazing serum contains Azelaic Acid and Sea Grape Caviar for bright, even skin! https://amzn.to/43e0euR
Daily Facial Routine - Four great products are included in this must-have set! Oil cleanser, Ceramide Barrier Serum, Resurrection Polypeptide Cream, Daily Spf. https://amzn.to/4gZrxfs
READY TO MAKE THE SWITCH TO CLEAN BEAUTY?
Upgrade your makeup routine with high-performing clean beauty brands that are better for your skin and the environment! Book a virtual or in-person makeup lesson where I’ll guide you through the best clean beauty swaps, top-performing products, and pro techniques for a flawless application.
Special Offer: Mention this blog post and get 15% off your lesson!
Click here: https://www.anemonemakeup.com/individual-makeup-classes to book your session—I can’t wait to help you make the switch!
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Disclaimer: This post contains Amazon affiliate links. The products I recommend are ones I trust and use. I may earn a small commission at no extra cost to you, which helps support my community makeup program. Thank you for your support!
General Disclaimer: This blog is for informational and entertainment purposes only. While I strive for accuracy through research and fact-checking, all content and opinions are based on my own experience and is not to be considered a substitute for medical cosmetic, dermatology or legal advice.