Myth Busting 'Clean Beauty'

I feel like this trending term is starting to fade away a little to make way for new buzzwords like “glass skin” (cue eye roll), but I do still see it around and wanted to explain it properly.

First of all, the term “clean beauty” sounds like the right option, doesn’t it? You automatically think it doesn’t contain any nasties and that it must be organic, vegan-friendly and made in an ethical way. It feels like it has to be healthier for us and overall a better option… but what does “clean” actually mean? Because the reality is, the term isn’t regulated at all.

I think it’s supposed to refer to cosmetics that contain fewer “harmful” ingredients and use more natural formulations, which would therefore be better for our skin and overall health. I completely get it, I’ve been drawn in myself before, so I understand why others are too.

The problem is that “clean” has no legal definition, which means brands can decide what it means for themselves. Unfortunately, that makes it a very effective marketing tool. Now, don’t get me wrong, I’m sure there are many ethical brands out there (myself included) that focus on using high-quality ingredients and thoughtful formulations, but not all brands operate with that mindset.

Another important thing to remember is that “natural” doesn’t automatically mean safe. Essential oils, for example, are incredibly potent and, when used in the wrong quantities, can cause irritation to the skin. The same goes for certain plant extracts. There are plenty of things that are natural that you wouldn’t want anywhere near your skin in the wrong context.

And please don’t get me started on the term “chemical-free”, because this isn’t even a real thing.

EVERYTHING IS A CHEMICAL.

Water is a chemical. Oxygen is a chemical. Essential oils are chemicals. Everything around us is made up of chemicals, so saying something is “chemical-free” simply doesn’t make sense.

What this tends to lead to is fear-based marketing. We start to become wary of everything, and suddenly there are lists of “toxin-free” products, “non-toxic” claims and endless “free from” lists. It can make it feel like everything you own is harmful, and that you need to replace it all with something “cleaner”. In reality, that’s often just clever marketing rather than genuine necessity.

I feel like this has become a common approach within the industry, creating a problem and then presenting a product as the solution to that problem.

What I’ve said for years is that it’s not about individual ingredients, it’s about the formulation. I focus on brands that use high-quality ingredients, formulated properly with the right delivery systems, that are thoroughly tested and designed to actually work on the skin. If a brand truly understands skin health, it’s not going to include ingredients that are there to cause harm in the first place.

One of the issues I see in clinic is clients switching to “clean” brands and then developing sensitivity. Often this comes down to how the product is formulated. Without proper delivery systems, active ingredients can sit more on the surface of the skin, which can increase the risk of irritation and barrier disruption. Add to that the amount of conflicting information out there, and it’s no wonder people feel confused.

If anything, I see more skin issues caused by confusion than by specific ingredients.

So instead of focusing purely on whether something is “clean”, I would always recommend focusing on high-quality, well-formulated products that support the skin barrier and deliver real results.

At the end of the day, it’s about how a product is made and how it works with your skin, not whether it fits into a particular marketing category.

If you’re feeling unsure about where to start, you can book an online skin consultation with me here and we can go through your skincare properly, looking at what your skin actually needs and creating a plan that suits your lifestyle and budget.

Thank you so much for reading,

Emmaline