What Is ‘Clean Beauty’? (2025)

“Clean beauty” is a personal care movement that continues to grow in popularity. It promotes using cosmetic and skin care products made without potentially harmful ingredients and focuses on wellness factors such as ingredient transparency, nontoxic formulas, minimalism, and sustainable sourcing.

Many clean beauty products promise safer, healthier skin by avoiding substances such as parabens, phthalates, and formaldehyde — chemicals that research has shown may have negative health effects in humans.

Skipping out on toxic ingredients is a large part of the appeal of clean beauty, but it’s still important to investigate the claims that beauty products make and the ingredients they contain — even those that are marketed as “safe.”

“Clean beauty” is a catchphrase that describes a movement in the cosmetic and skin care industries. It’s a broad term that has been used to refer to products made without potentially harmful ingredients, as well as those that are ethically sourced, are environmentally friendly, and contain fewer but higher quality (often “natural”) substances.

But clean beauty is a concept with no standardized framework. This means no government regulatory body controls what can and can’t be marketed as a clean beauty product.

In general, the core principle of clean beauty products is the avoidance of potentially toxic ingredients. According to some research from 2019, most of the ingredients avoided in clean cosmetics and personal care products fall into three categories:

Irritants and allergens

Irritants and allergens are substances that can trigger inflammation or immune responses when they come into contact with your skin. Examples of these substances that may be found in skin care products include:

Potential endocrine disruptors

Your endocrine system regulates your hormones. Potential endocrine disruptors are chemicals that may mimic or change the function, metabolism, or production of hormones in some people.

Potential endocrine disruptors often seen in skin care products include:

Potential carcinogens

Potential carcinogens are ingredients that may directly or indirectly cause cancer in some people but have not been proven to do so in all cases. These substances might interrupt the function of your cells, promote uncontrolled cell growth, or contribute to DNA damage.

Potential carcinogens that may be found in skin care products include:

The role of ‘natural’ and ‘organic’ labeling in clean beauty

The avoidance of potentially toxic ingredients in clean beauty products goes hand-in-hand with an increase in products labeled “organic” or “natural.”

These products are often appealing because they use substances sourced from the natural world — minerals, plant extracts, essential oils, vitamins, or animal products like honey — rather than chemicals made in a laboratory.

But despite their appeal, natural and organic ingredients are not always safe for your skin.

High concentrations of botanical extracts are a leading cause of skin irritation, allergic reactions, and increased skin sensitivity to UV light. For some people, these ingredients are more irritating than those considered “unsafe” by the clean beauty movement.

The clean beauty movement has replaced traditionally safe ingredients with unsafe alternatives and has contributed to an uptick in contact dermatitis.

The research behind the clean beauty movement is not as clear-cut as you might think. According to a 2019 study, there appears to be evidence to support avoiding some but not all of the chemicals commonly omitted by the clean beauty movement.

Many ingredients used in skin care products have been linked through studies to cancer, endocrine disruption, or other forms of irritation, but those studies are not always specific to dermatology.

A substance can be considered a potential carcinogen if it has been linked to cancer through cell-based, molecular, or population studies. But that does not mean it universally causes cancer in all its formulations, dosages, or types of exposure.

For example, the clean beauty movement shuns many sunscreen ingredients because of their ties to toxicity, but there is not yet enough scientific data to link sunscreen exposure, specifically, with toxic or adverse events.

Even among organizations that are committed to cosmetic safety, there is no consensus on ingredients.

However, an extensive 2018 guide from the Cosmetic Ingredient Review found that many ingredients avoided by the clean beauty movement were nontoxic and noncarcinogenic in the amounts typically used in skin care products.

In addition to this controversy, little to no large-scale research demonstrates that clean beauty products have a universal benefit over traditional formulations. The lack of standardization makes the effects of clean beauty challenging to study.

Does the lack of scientific backing mean ‘toxic’ ingredients are safe in skin care?

A lack of research showing dermatological toxicity does not prove that an ingredient is safe.

Many of the ingredients avoided by the clean beauty movement have evidence of toxicity across other exposures and circumstances. More research is necessary to understand the health effects that many of these ingredients may have when used in cosmetics and skin care.

There is no regulation of the term “clean beauty.” Although many companies prioritize customer health and well-being, some have also latched on to the clean beauty trend to increase sales.

These companies can exploit your fears about “toxic” chemicals to sell their products, regardless of the fact many natural ingredient alternatives can be just as problematic.

Companies also use sustainability and environmental concerns to sell clean beauty products. This exaggerated effort is known as “greenwashing,” and it often involves the use of vague or unregulated terms such as:

One 2024 study found that ethics and sustainability claims are essential considerations for Millennial and Generation Z consumers when making cosmetic purchases.

Truly sustainable products might still rely on appealing to your sensibilities through marketing, but they come from companies that can prove:

Nothing is wrong with avoiding potentially harmful chemicals and focusing on environmentally friendly cosmetic products. Even without an abundance of evidence supporting the clean beauty movement, being mindful of what you use on your skin — synthetic or natural — can be a positive change in your personal care routine.

Here are some tips for protecting yourself as an informed consumer:

At its core, the clean beauty movement is about avoiding potentially toxic ingredients in cosmetic and skin care products while focusing on sustainability, minimalism, and ethical practices.

Due to a lack of standardization, there is limited research that backs the clean beauty movement as a whole. But being more mindful of product ingredients — natural and synthetic — can help you prioritize your skin and the environment while elevating your personal care routine overall.