In recent years, the clean beauty movement has taken the skincare industry by storm, with sweeping changes taking place across marketing as brands recognize the growing interest in more sustainable and natural products. And not only has the skincare industry been impacted, so has everything from hair care to lash extensions.
Sustainability is in – and for good reason. With the threat of the climate crisis, brands (both big and small) have revamped their products and brand messaging, or risked slipping beneath the radar and being replaced by their more ethical, eco-friendly counterparts.
And even beyond climate concerns, consumers are more in tune than ever with the ingredients they are applying to their skin, seeking to avoid harmful chemicals and toxins.
More and more, consumers have witnessed buzzwords such as ‘clean’, ‘natural’, ‘plant-based, and ‘paraben-free being plastered across products. But just how easy is it for brands to take advantage of these labels for their own gain? Is ‘clean beauty’ becoming little more than a marketing ploy to some brands?
We take a look at what some of the most frequently used skincare labels mean, and how brands can exploit these definitions for their own profit…
#1 Natural does not always mean sustainable
While we certainly understand why consumers would prefer to shop for natural skincare products as opposed to those filled with unnecessary chemicals, it is important to note that not all natural products are sustainable. While countless brands are working hard to make their natural skincare ranges as eco-friendly as possible, there are also those that simply wish to ride the wave of ‘sustainability’ without doing any of the work.
Natural ingredients can sometimes be far from eco-friendly since agriculture is a significant contributor to CO2 emissions. This isn’t to say that we shouldn’t shop for natural skincare – just be wary of those brands who attempt to greenwash their products by claiming them to be eco-friendly solely as a result of them being natural.
#2 Natural vs Clean Skincare
Many consumers understandably wish to shop for skincare products that are derived from plants and fruits in a bid to nurture their skin with the most natural ingredients. However, when a product is labeled ‘natural’, this doesn’t always refer to the whole product. A product does not need to be made up of only natural ingredients to be given this label, it just needs to have high levels.
For this reason, it’s always worth checking the ingredients list.
When it comes to the ‘clean’ label, this typically describes products that are free from harmful ingredients – such as fragrances and parabens. However, ‘clean’ products are not necessarily always ‘natural’ – ‘clean’ can also refer to safe manmade ingredients. If you are strictly looking to avoid synthetic ingredients, this is something to look out for.
#3 ‘Chemical-free’, ‘preservative-free’, and ‘toxin-free’
Unfortunately, so many brands were exploiting the use of these terms, which the EU (European Union) has actually banned companies from using on their products and/or packaging! These terms can be extremely misleading – even water is a chemical, so how can a product be chemical-free? This also leads consumers to believe that any products without such labels must be dangerous – but this isn’t the case. Chemicals and preservatives can be important for product safety and efficacy by keeping harmful bacteria at bay.
Similarly, ‘toxin-free’ doesn’t always mean a great deal – almost all ingredients, including the most natural and organic ones, can be toxic in high doses.
While the EU has banned the use of these terms on product packaging, in the US, these claims aren’t regulated by the FDA. This is something to bear in mind since brands in the US can adorn their products with such labels without really having to justify them.
Does this mean we should ignore ‘clean beauty’ brands?
Absolutely not – there are countless brands out there dedicated to championing natural, organic, and safe skincare products. This post is simply designed to make sure you have the tools to identify those brands, which treat clean beauty as no more than a way to increase their revenue. Labels such as ‘natural’, ‘clean’, and ‘chemical free’ can be misleading – by thoroughly checking the inkey list, you can be sure that the products you are buying live up to your expectations.
This guest post was written by London Lash Pro – a leading eyelash extension & accessories supplier dedicated to making the industry more sustainable
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