Clean is beauty’s favourite buzzword, and it is everywhere.In recent years, many clean brands have entered the spotlight, endorsed by large retailers who are providing "clean" stamps of approval.
In 2019 conscious consumerism pushed the UK organic beauty and wellbeing market to reach an all-time high.While it is great that the beauty community is trying to promote sustainable products that are good for our skin, this gives the impression that if a brand does not market itself as "clean beauty", other brands are "dirty" and immoral in comparison, full of toxic ingredients that are poorly sourced bad for your skin. Newsflash: it isn’t as simple as that.
Clean is a "feel-good" word, popular in marketing through "clean" lifestyles and "clean" eating, we often feel like clean is an honest and universal term, meaning that we almost never question it. This can leave the term open to misuse and misinterpretation.
So what does clean beauty really mean?
We’ve busted the top 5 clean beauty myths to get to the facts.