Fact or fiction: Does Clean Beauty Exist?
As consumers, we are constantly bombarded with new products every single day. As trends change, so do the products on the market. With the rise of global warming, it is no coincidence that we are seeing companies producing items that are more environmentally friendly and containing natural ingredients. More specifically, the beauty industry has had a humongous shift in towards what is defined as “clean beauty” as consumers are having greater input into what is produced, and are caring more about the impact of their purchases.
How is Clean Beauty Defined?
Clean beauty is defined as products that are ethically sourced and made without harmful ingredients. These products typically place emphasis on the environment and work in harmony with the earth to create sustainable brands. Clean beauty is a major trend but is still a difficult subject for a lot of consumers. Terms such as, “parabens”, “phthalates”, “synthetic” and “glycol” are often thrown around when discussing clean beauty and let’s be real, most of us don’t even know what those terms mean. Trying to navigate clean beauty as a consumer is difficult when there is a large emphasis on scientific terms. For the average individual, we do some research or rely on trusting that the brand is promoting the truth. But how can we even trust that a company is truly a “clean brand” when we don’t even know how to pronounce most of the items in our face creams? This leads to my next question, does clean beauty even exist?
Are All Clean Beauty Brands Clean?
The answer to this question isn’t simple. There are brands out there that are truly the definition of “clean beauty” while there are also imposters. Unfortunately, there are minimal regulations when it comes to cosmetics in Canada and this includes how a company promotes its products. It is typical to see companies in the clean beauty industry capitalize on this trend without actually altering or creating a “clean” product. In many cases, companies can greenwash their products by finding loop-holes in advertising. Stating a product to be “free of X” while X has been banned, and is already a regulatory guideline to follow. Another common trend is for companies to state that a product is made of an ingredient such as Aloe, when in reality there could only be a 1% content of Aloe in the entire product.
How to Navigate the Clean Beauty World
In order to navigate through clean beauty, it is important to be mindful as a consumer. Until regulations become stricter on the beauty industry, the onus is partly on the consumer to find those brands that are actually doing what they say. It is important to do your research and find companies that represent your core beliefs and values. Aligning ourselves with brands and choosing out of consciousness and intent creates change. We all have the power to define and change the beauty industry, and brands with truthful and serious intentions will continue to strive and prosper.
Written By: Ruby Lukach