What Clean Beauty Really Means

What is clean beauty? And how do you know if a product really qualifies? With no standard definition, it's easy for brands to make claims that don't stack up. This guide breaks down what clean beauty truly means, why it matters, and how to spot safe, toxin-free products with confidence.

The hidden toxins in skincare

From parabens linked to breast cancer and phthalates that can affect fertility, beauty products are still packed with chemicals that shouldn’t be anywhere near your body. Since 2009 beauty manufacturers have put to market in the US over 73,000 products using chemicals linked to cancer, birth defects and reproductive harm, reports the Environmental Working Group (EWG).

Despite growing awareness, the U.S. beauty industry remains largely unregulated — with thousands of products containing ingredients linked to serious health concerns. This means consumers have to educate themselves about what they're putting on their skin. California’s recent Toxic-Free Cosmetics Act – banning just 24 ingredients – was the first legal update in over 80 years.

As Dr. Kathryn Rexrode, Chief of Women’s Health at Harvard Medical School, explains, cosmetic products are tested for “short-term irritancy, but not long-term safety.” Just because you can buy it doesn’t mean it’s safe.

But things are shifting. More consumers are ditching toxins in favor of people- and planet-friendly alternatives. Almost 50% of U.S. women now check ingredient labels for hidden irritants. But with every brand and retailer free to define "clean" for themselves — how do you know what to trust?

So what is clean beauty anyway?

There’s no single clean standard. At a minimum clean should mean a product is safe for human use and contains no known carcinogens, neurotoxins, hormone disruptors, or skin irritants.
Some brands go further, excluding ingredients that can wash down the drain to harm waterways and ecosystems – like silicones and plastic-based glitters.
Even among retailers, standards vary. Sephora and Target now have clean categories, but they ban far fewer ingredients than clean-focused retailers like Credo. Still, they’re a great place to start.

How do you know what’s truly clean?

Read the label

Always check labels and know what ingredients to watch out for. Clean doesn’t always mean synthetic-free — but it should mean safe. For peace of mind, consult EWG’s Skin Deep database, which rates product safety by ingredient.

What does natural really mean on a label?

Like clean beauty, there’s no regulation defining what “natural” means. Many products marketed as natural may contain only a single plant extract among a long list of synthetics. Look for formulas where most ingredients come from nutrient-rich plant extracts — not just token botanicals.

What makes a product green?

Green is such a loose term, it can mean pretty much anything. It could mean the product contains a natural ingredient, or just that it comes in a recyclable box. Always check what the brand claims and whether the packaging or formula actually meets environmental standards.

How organic skincare is different

Organic beauty raises the bar. It ensures strict standards throughout the supply chain, from farming and harvesting to production, and bans artificial pesticides, GMOs, and pollutants. Think of it as the cosmetic counterpart to organic food. Look for trusted certifications to verify claims.

Common toxic ingredients to avoid

Some of the most harmful ingredients can appear under multiple names. Here's what to look out for, and where they're most commonly found:

What are phthalates and why should you avoid them?

Banned in the EU and many countries around the world, phthalates are endocrine disruptors that mimic and disturb human hormones, damaging the reproductive system in men and women, even at very small doses. They’re linked to obesity, diabetes, infertility, miscarriage, birth defects, cardiovascular disease and breast cancer. They’re so pervasive it’s been found that 95% of us have phthalates in our urine.

Look for phthalates in: Nail polish, cosmetics, hair relaxers, hair gel, hair oils, leave-in conditioners, hair spray, skincare, deodorant and almost anything that’s fragranced (see above). Abbreviations include DEP, DEHP, DMP, DBP, BzBP.

Why is artificial fragrance a red flag in skincare?

A legal loophole allows up to 3,000 chemicals to be bundled under the term 'fragrance', including neurotoxins, irritants, and hormone disruptors. Tamarra James-Todd, Assistant Professor at Harvard, has even stopped wearing perfume because of the long-term risks.
Found in: Everything. From skincare to shampoo, laundry detergent, cleaning products and, of course, your favorite perfume. To avoid it look for labels like synthetic-fragrance free, natural fragrance, essential oils, or unscented.
Look for: Fragrance-free, essential oils, or natural fragrance

Formaldehyde

A known carcinogen used as a preservative to extend shelf life. It’s commonly found in hair straighteners and nail products and linked to brain cancer, skin irritation, hair loss, burns, rashes, nose bleeds and respiratory issues.
Found in: Nail polish, eyelash glue, shampoo, hair gel, deodorants
On labels: DMDM hydantoin, diazolidinyl urea, quaternium-15

Why is hydroquinone banned in clean beauty

Banned in the EU, hydroquinone is still commonly used as a skin lightener in the US. Suspected of being carcinogenic, side-effects include skin sensitization and discoloration. It’s also toxic to aquatic life.
Found in: Serums and moisturizers.

What are ethanolamines and are they safe?

Used as foaming agents, ethanolamines are linked to increased cancer risk. The EU bans DEA (a form of ethanolamine), but it's still used in US beauty products. If you do use them, wash off quickly and don’t let them sit on your skin.

Found in: Dyes, lotions, shampoo, SPF, soap, eye makeup
On labels: DEA, MEA, TEA, triethanolamine, cocamide DEA

PEGs (Polyethylene Glycol Compounds

PEGs are a family of petroleum industry by-products made of polyethylene glycol, commonly used as a laxative and sister to antifreeze – ethylene glycol. In cosmetics they’re used as emollients and emulsifiers, and to help other ingredients penetrate the skin. PEGs can carry other harmful ingredients deep into the skin, especially when your skin barrier is compromised.

Found in: Cleansers, moisturizers, serums, sunscreen
On labels: PEG-2, PEG-6, PEG-8, PEG-9, etc.

What are ethoxylated ingredients and should you avoid them?

Ethoxylated ingredients include common ingredients like sodium lauryl sulfate (SLS) that creates lather, PEGs, PPGs (polypropylene glycol), polysorbate, and chemicals with ‘eth’ in the name – such as laureth, oleth, ceteareth and deceth. The problem? Ethoxylated ingredients like SLS and PEGs can be contaminated with carcinogens such as 1,4-dioxane and ethylene oxide during processing.

Found in: Soaps, shampoos, moisturizers, serums
On labels: SLS, PPG, polysorbates, and anything ending in -eth (laureth, ceteareth, deceth)

Parabens

Used as preservatives parabens have been have been found in breast milk and tissue. They're linked to reproductive harm, early onset puberty and skin irritation.
Found in: Body lotions, face creams, cosmetics, deodorants
On labels: Methylparaben, propylparaben, butylparaben, etc.

Certifications worth knowing

It’s worth bearing in mind that as there’s no universal verified clean certification, a product may be clean but still not have a third-party stamp of approval. Added to that, the process of being certified is sometimes too expensive for smaller brands. That said, these third-party certifications can help guide you to products that are truly safe and responsibly made.

Ecocert Cosmos

The two international COSMOS standards, Natural or Organic, are the gold standard of clean beauty. They certify the entire supply chain of a product, from sustainable ingredients and environmentally-friendly manufacturing to recyclable packaging. To be certified organic a minimum 95% of plant extracts must be of organic origin. Natural certifies that all ingredients are of natural origin, bar a handful of approved preservatives in very small quantities.

USDA Organic

To get the official USDA Organic stamp a product must use at least 95% organic material and meet strict manufacturing standards.

EWG Verified

The Environmental Working Group’s Skin Deep database is is the go-to source for the good and bad of beauty ingredients. To help consumers make more educated skincare choices the EWG Verified mark means a product is free from chemicals that harm humans or the environment.

Clean beauty apps that do the work for you

These clean beauty apps help decode ingredient lists instantly — ideal if you're shopping in-store or want quick product ratings at home.