2019 has seen a surge in “clean beauty” products making their way into the market. Popular brands like Drunk Elephant, RMS Beauty, and Tata Harper are lauded for their high-performing offerings and streamlined ingredients list. Skincare and cosmetics retailers such as Sephora have even added a clean beauty subsection to their stores and websites in order to make the experience of shopping for similar products easier for customers. But what exactly is “clean beauty”? And what accounts for its sudden rise in popularity among consumers? Here, we breakdown the details of this year’s big beauty breakthrough.
So what is “clean beauty”?
With labels such as “organic”, “natural”, and similar terms being bandied about, the concept of clean beauty can be confusing. While there is yet to be a standardised definition for this movement, the simplest way to explain it would be products that are simple and are created without verified toxic ingredients. These include synthetic dyes and fragrances, sulfates, parabens, phthalates, formaldehyde, mineral oils, and other things which are known to trigger skin sensitivity.
In addition, they make use of proven natural ingredients to substitute artificial ones which might do the job but can be aggressive and can potentially harm the skin in the long run. Parabens, for instance, have been used as a preservative for many cosmetics but have been linked to breast cancer and reproductive health issues. The bottom line is to find what works for you and educate yourself on what to avoid by checking and researching the ingredients list.
What made it so popular?
The fact is that consumers today are making more informed choices regarding their purchases. Increased use of the internet has enabled us greater access to knowledge and resources regarding what goes on in the world at present. Social media has been pivotal in drawing attention to environmental concerns and ethical issues as well as calling for transparency in products and processes. Add to this the big wellness trend which puts a prime on detoxification and you’ve got people wanting to make healthier decisions not just for the world around them but for themselves as well. Clean beauty grants many that option.
What clean beauty brands would you recommend?
Now that you have an idea of what clean beauty is all about, here are some established and up-and-coming brands to keep track of.
Dr. Roebuck’s: This vegan Australian skincare brand focuses on scientifically backed actives, natural ingredients, and no fillers in their products. Their philosophy? Minimal ingredients, maximum results.
Drunk Elephant: This cult favourite US brand strips its products of the “suspicious six”, namely essential oils, drying alcohols, silicones, chemical screens, fragrance/dyes and SLS.
Indie Lee: Indie Lee’s motto is clear — grounded in nature and supported through science.
Kopari: Kopari’s star ingredient is the humble coconut, which packs in a load of benefits. In addition, their products are sulfate, paraben, phthalate, and cruelty-free.
Tata Harper: The authority on luxury natural skincare, Tata Harper’s line is 100% natural, non-toxic, and formulated without synthetic chemicals.
Next, find out the difference between "natural" and "organic" products here.