Beyond ingredients - why we need a holistic approach to clean beauty

In the beauty industry, the term "clean beauty" has become a buzzword, promising products that are effective and safe for both users and the environment. However, while the movement is gaining momentum, there is still no consensus on what clean beauty is and what it isn’t. 

1. Beyond ingredients: a holistic approach to clean beauty

Traditionally, clean beauty has been synonymous with the use of safe, non-toxic ingredients. Brands emphasize formulas free from harmful chemicals, allergens, and sensitizers, ensuring that products are gentle on the skin and the planet. While ingredient transparency is a crucial aspect, it shouldn't be the sole focus. Justin Wolff, co-founder of JunkTheory, believes that clean beauty is  bound to encompass every stage of a product's lifecycle, from sourcing to disposal, and include sustainable packaging (listen to the interview of Justin Wolff on Skingenius Podcast).

2. Sustainable packaging: the missing piece

One of the significant challenges in the clean beauty sector is packaging. Many brands tout their clean formulas but continue to rely on plastic packaging, contributing to the global plastic waste crisis. With less than 5% of plastic recycled in the US, the environmental impact is staggering. 

3. The ocean waste plastic dilemma

A common claim among clean beauty brands is the use of ocean waste plastic in packaging.

However, the reality is often more complicated. Ocean waste plastic is highly degraded due to prolonged exposure to saltwater, making it nearly unusable for high-quality packaging. Moreover, some companies may engage in greenwashing, falsely claiming to use ocean waste plastic without substantiated evidence. 

Authentic clean beauty brands prioritize verifiable sustainable practices over misleading marketing tactics. After all, 51% of consumers are already feeling doubtful regarding beauty brands' eco-claims, with 17% completely disbelieving these claims. The growing consumer skepticism calls for extreme transparency and verifiability of claims.( CleanHub's Blog | For Clean Oceans) 

4. Transparency as a core value

Transparency is a cornerstone of clean beauty. Brands committed to genuine sustainability practices provide comprehensive ingredient lists and avoid vague terms like "natural" or "organic" without clear definitions. By offering 100% ingredient transparency, brands empower consumers to make informed choices, fostering trust and loyalty. This approach eliminates guesswork and ensures that consumers know exactly what they are putting on their skin.

5. Developing proprietary formulas

Instead of relying on white-labeling pre-made formulas, leading clean beauty brands invest in developing proprietary formulations. This commitment ensures that every product aligns with the brand's sustainability and efficacy standards. By collaborating with top formulators and chemists, brands can create unique, effective products that stand out in a crowded market while adhering to clean beauty principles. And consumers agree. 40.2% of consumers consider natural ingredients most important when shopping for beauty products. This indicates a strong preference for brands that develop their own formulations with clean ingredients rather than relying on generic options​, according to NIQ.

6. Science-driven skincare

Advanced ingredient science plays a pivotal role in clean beauty. According to Justin Wolff, by leveraging scientific research, brands can develop products that support the skin's microbiome, maintain pH balance, and lock in moisture without harsh chemicals. Ingredients like Kakadu plum, caviar lime, and ancient herbotanical blends are carefully selected for their benefits and sourced responsibly. This meticulous approach ensures that skincare products are not only safe and sustainable but also deliver tangible results.

7. Change through consumer education

The clean beauty movement is evolving, with increasing emphasis on innovation and education. Educational content plays a crucial role in informing consumers about the importance of clean beauty practices and encouraging responsible consumption. Consumer behavior is indeed rapidly changing - 40% of consumers report that they always or usually research a beauty brand’s sustainability credentials before making a purchase. While there are incentives for brands to invest in consumer education to drive change and foster trust, financial benefits are also significant. ESW Global Voices survey of over 16,000 consumers in 16 countries found hat a whopping 63% of consumers are willing to pay more for a product if it is more sustainable. (BeautyPackaging)

Final thoughts

Clean beauty is more than just a trend; it's a commitment to creating products that are safe, effective, and environmentally responsible. By addressing both ingredient transparency and sustainable packaging, brands can redefine what it means to be truly clean. One day, there will be a clear definition and criteria for what clean beauty really means. For now, it’s worth adding packaging to the assessment criteria to compliment ingredient sustainability, transparency, and commitment to continuous improvement.