The Clean Beauty Revolution: Why It Matters
Remember walking down the beauty aisle and feeling overwhelmed by pretty packaging, only to flip the product over and find an ingredient list that looks like a chemistry exam? Those days are changing, thanks to the rise of clean beauty brands that are changing our vanities—and our health.
What started as a whisper among wellness enthusiasts has blossomed into a full-blown revolution. Clean beauty brands aren’t just a trend; they’re reshaping what we expect from our makeup and skincare. But what makes a beauty brand truly “clean”?
At its heart, clean beauty means products formulated without ingredients known or suspected to harm your health or the planet. While conventional products might contain parabens (linked to hormone disruption), phthalates (potentially affecting reproductive health), and synthetic fragrances (common allergens), clean brands prioritize safety without sacrificing performance.
“This shift toward clean beauty marks a meaningful step toward a more responsible industry,” notes a leading dermatologist. “We’re finally asking not just ‘Does it work?’ but ‘Is it safe for long-term use?'”
The regulatory landscape tells an interesting story. In Europe, over 1,300 ingredients are banned from cosmetics, while the United States has restricted only a handful. This stark difference has prompted many clean beauty brands to create their own, often stricter standards—some avoiding up to 2,700 potentially harmful ingredients.
But clean beauty isn’t just about what’s left out. It’s equally about what’s included:
Sustainable packaging that won’t sit in landfills for centuries.
Ethical ingredient sourcing that supports communities and ecosystems.
Transparent practices that let you know exactly what you’re putting on your skin.
The best clean beauty brands understand that true beauty doesn’t compromise your health or the environment. Many have gone beyond ingredient safety to address their entire footprint through recyclable packaging, carbon-neutral operations, and community giving programs.
Here’s a quick look at some standout clean beauty brands that deliver on their promises:
| Brand | Standout Features | Certifications |
|---|---|---|
| ILIA | Skin-improving makeup with SPF | 1% for the Planet |
| Merit | Minimalist, foolproof products | Cruelty-free, vegan |
| Kosas | Avoids 2,700+ harmful ingredients | Chemist-founded |
| RMS Beauty | Raw, food-grade ingredients | Glass packaging |
| Saie | Hydrating formulas with refillable options | Planet Aware |
| 100% Pure | Fruit-pigmented makeup | Vegan |
| Well People | 100+ EWG-verified products | Budget-friendly |
| Alima Pure | Loose minerals, carbon neutral | B-Corp certified |
The best part? These brands prove that “clean” doesn’t mean “doesn’t work.” Today’s clean beauty brands perform just as well as (and sometimes better than) their conventional counterparts, making the switch easier than ever.
As we become more conscious consumers, understanding what makes beauty truly “clean” helps us make choices that align with our values. Whether you’re concerned about your personal health, environmental impact, or both, clean beauty brands offer a path to beauty that feels as good as it looks.
What Is Clean Beauty?
Ever picked up a beauty product and wondered what all those long, unpronounceable ingredients actually do? You’re not alone. Clean beauty brands are responding to this very question by reimagining what goes into our daily products.
Clean beauty isn’t just another buzzword—it’s a philosophy that prioritizes your health and the planet’s wellbeing. At its heart, clean beauty means formulating products without ingredients that science has linked to harmful effects on our bodies or the environment.
While there’s no official “clean beauty” certification or universal standard (yet!), most clean beauty brands voluntarily avoid concerning ingredients like parabens, phthalates, formaldehyde, synthetic fragrances, PFAS, contaminated talc, and heavy metals. These ingredients have been associated with various health concerns from hormone disruption to reproductive issues.
The regulatory differences around the world tell an interesting story. The European Union leads the charge, banning over 1,300 ingredients from cosmetics, while the United States FDA has only restricted about 11. This stark contrast has inspired many clean beauty brands to adopt the stricter EU standards globally, giving consumers better protection regardless of where they shop.
Why “Clean” Matters for You & the Planet
What we put on our skin doesn’t always stay there. Many ingredients in conventional beauty products can actually be absorbed into our bloodstream. Some of these chemicals act as endocrine disruptors—essentially confusing our hormonal systems and potentially contributing to health issues over time.
As dermatologist Dr. Alexa Friedman wisely advises: “If possible, consider limiting the number of different products in your daily routine, reduce buying new products before finishing old ones, and look at packaging or brand websites to find the best ways to dispose or recycle products.”
The impact extends far beyond our bathroom shelves:
When we wash off conventional beauty products, microplastics can travel down drains and into waterways, affecting marine life. The chemical manufacturing processes behind many conventional ingredients release toxins into our environment. Non-biodegradable ingredients can persist in ecosystems for generations, and all that single-use packaging contributes significantly to our waste crisis.
Some countries are taking action—France’s AGEC law aims to eliminate single-use plastic beauty packaging by 2040. Thankfully, many clean beauty brands are already pioneering solutions with recycled materials, refillable containers, and biodegradable packaging.
By choosing clean beauty, you’re not just making a better choice for your skin—you’re voting for a healthier planet with every purchase. It’s self-care that extends beyond yourself.
Ingredients to Avoid & How to Decode Labels
Ever felt like you need a chemistry degree to understand what’s in your beauty products? You’re not alone. The tiny print on those labels can be overwhelming, but knowing what to look for is your first step toward cleaner choices.
Parabens might be lurking in your favorite products as methylparaben, propylparaben, or butylparaben. These preservatives help products last longer on shelves, but research has linked them to hormone disruption that can affect your reproductive health. Not exactly what you signed up for with that moisturizer, right?
Phthalates are sneaky characters, often hiding behind the innocent-looking word “fragrance” on labels. While they help products stick to your skin and make scents last longer, they’ve been associated with reproductive and developmental issues. Worth that long-lasting perfume? I think not.
PFAS, nicknamed “forever chemicals,” earned their moniker because they persist in both your body and the environment. These substances don’t break down easily and can accumulate over time, potentially contributing to various health concerns from hormone disruption to immune system effects.
When you see ingredients like DMDM hydantoin or quaternium-15, you’re looking at formaldehyde-releasers. These preservatives slowly emit formaldehyde, a known irritant and potential carcinogen. Your skin deserves better than ingredients that have been linked to cancer, doesn’t it?
Perhaps the most frustrating label culprit is synthetic fragrance or “parfum.” This single term can legally conceal hundreds of undisclosed chemicals. For sensitive skin folks, this mystery mixture is often the source of irritation, allergic reactions, and headaches.
Talc seems innocent enough, but it’s frequently contaminated with asbestos—yes, the same substance banned from building materials. Studies have linked talc use in certain body areas to cancer risk, which explains why many clean beauty brands have eliminated it entirely.
While not toxic, silicones like dimethicone create an artificial barrier on your skin that can trap debris and prevent natural cell turnover. Think of it as wrapping your skin in plastic wrap—not ideal for your skin’s natural processes.
Those colorful cosmetics might contain synthetic colors (look for FD&C or D&C followed by a color and number). These petroleum-derived colorants may contain heavy metal salts and are common triggers for skin sensitivity and allergic reactions.
Clean beauty brands 101: Reading the INCI Like a Pro
INCI (International Nomenclature of Cosmetic Ingredients) is just a fancy way of saying “standardized ingredient naming system.” Once you know a few tricks, you’ll scan labels like an expert:
First, ingredients appear in descending order by concentration until they reach 1%, after which brands can list them however they want. This means those first 5-7 ingredients make up most of what you’re putting on your skin. Pay special attention to them!
When you spot Latin names like Butyrospermum Parkii (that’s shea butter), you’re looking at plant ingredients. The common name often follows in parentheses, making these botanical ingredients easier to identify once you’re familiar with them.
Not all scientific-sounding ingredients are villains! Sodium hyaluronate (hyaluronic acid) and tocopherol (vitamin E) might sound like harsh chemicals, but they’re actually beneficial ingredients that many clean beauty brands accept for their safety and effectiveness.
The term “fragrance” or “parfum” deserves extra scrutiny since it can legally hide numerous ingredients due to trade secret protections. Truly transparent clean beauty brands will specify “natural fragrance” and often disclose all components, even when not required.
Feeling overwhelmed? Look for trusted certifications like EWG Verified, MADE SAFE, or Leaping Bunny as shortcuts to pre-vetted formulations. These third-party seals do much of the ingredient detective work for you.
Helpful online tools like INCIDecoder, CosDNA, and the EWG Skin Deep database can help you analyze ingredient lists when shopping. You can also check out our guide on Beyond the Label: How to Read Clean Beauty Ingredients Like a Pro for more in-depth tips.
At Beyond Beauty Lab, we believe knowledge is your best beauty tool. Understanding what you’re applying to your skin empowers you to make choices that align with your health and values. After all, shouldn’t what goes ON your body be as carefully considered as what goes IN it?
Certifications & How to Spot Real Clean Claims
With so many products claiming to be “clean” these days, third-party certifications have become your best friends in navigating the beauty aisle. Think of these certifications as your trusted beauty detectives, verifying that clean beauty brands actually practice what they preach.
When shopping for truly clean products, look for these meaningful seals:
EWG Verified badges mean a product has passed the Environmental Working Group’s rigorous screening for ingredient safety and transparency. This is one of the most respected certifications in the clean beauty space.
MADE SAFE certification ensures products contain no ingredients known to harm human health, animals, or ecosystems. Their scientists review every ingredient for bioaccumulation, persistence, and general toxicity.
Leaping Bunny is considered the gold standard for cruelty-free certification. When you see this cute bunny logo, you can trust that no animal testing occurred at any stage of product development.
COSMOS/ECOCERT standards verify both organic ingredient sourcing and environmentally friendly manufacturing processes. These European certifications have particularly stringent requirements.
B Corporation certification goes beyond ingredients to evaluate a company’s entire social and environmental impact. B Corp clean beauty brands have proven their commitment to people and planet alongside profit.
1% for the Planet members donate 1% of annual sales to environmental nonprofits. This shows a brand’s commitment to giving back to the earth that provides their ingredients.
Clean beauty brands checklist for authenticity
Let’s talk about greenwashing—that sneaky marketing tactic where brands slap earth-toned packaging and plant images on products that aren’t actually clean. I’ve fallen for it myself, and trust me, it’s frustrating! To help you spot authentic clean beauty brands, I’ve developed this simple checklist:
First, look for transparent ingredient lists where nothing hides behind vague terms like “fragrance” or “proprietary blends.” Real clean brands have nothing to hide!
Verify the presence of third-party certifications rather than self-created seals. Anyone can design a “clean” logo, but legitimate certifications require meeting external standards.
Check for a clear explanation of “clean” standards specific to the brand. What exactly do they exclude and why? The more specific, the better.
Seek accessible information about sourcing, manufacturing, and packaging. Truly clean brands are proud to share their supply chain details.
Many authentic clean beauty brands offer ingredient glossaries explaining unfamiliar ingredients—because they want you to understand what you’re putting on your skin.
Finally, look for substantiated claims backed by research or testing. Vague promises like “toxin-free” without specifics should raise eyebrows.
As Justine Kahn, a respected clean beauty founder, wisely notes: “Quite honestly, I believe it’s the consumer’s job to consume, and it’s the business’s job to produce a product that is safe to consume and works within the recycling system we currently use.”
Watch out for red flags like vague marketing terms (“pure,” “non-toxic”) without specifics, nature imagery that doesn’t match ingredient lists, or brands that offer a “clean line” while their main products use conventional formulations. These mixed messages often indicate a marketing strategy rather than a true commitment to clean beauty principles.
For more help deciphering clean beauty terms, check out our Ingredient Glossary: Clean Beauty Terms You Should Know where we break down the most common clean beauty vocabulary.
Benefits of Switching to a Clean Routine
When you make the switch to clean beauty brands, you’re not just avoiding potentially harmful ingredients – you’re embracing a whole new approach to beauty that benefits both you and the planet.
Think about your skin’s natural barrier – that invisible shield protecting you from environmental stressors. Many conventional products contain harsh surfactants and drying alcohols that can actually damage this protective layer over time. Clean formulations typically feature gentler ingredients that work with your skin rather than against it, helping maintain its natural integrity and balance.
If you’ve ever experienced redness, irritation, or breakouts after trying a new product, you know the struggle is real. Clean beauty brands often eliminate common irritants like synthetic fragrances, making their products much more friendly for sensitive or reactive skin types. Many users report fewer reactions and a calmer complexion after switching to clean alternatives.
“I stopped getting those mysterious rashes once I switched to fragrance-free clean products,” shares Emma, a Beyond Beauty Lab reader. “My skin just seems happier now.”
Beyond skin benefits, clean beauty aligns with ethical values many of us hold dear. Most clean beauty brands are proudly cruelty-free, and many offer entirely vegan formulations, allowing you to feel good about your beauty choices on multiple levels.
Your environmental footprint shrinks significantly too. From biodegradable ingredients that won’t harm aquatic life to sustainable packaging solutions like glass, aluminum, or post-consumer recycled plastics, clean beauty helps reduce the massive waste problem conventional beauty creates.
I love that many clean products are designed as clever multitaskers – like tints that work beautifully on lips, cheeks, and eyes. These multipurpose formulations not only simplify your routine but reduce overall consumption and waste.
Clean beauty brands perform—here’s the proof
Let’s address the elephant in the room – the lingering myth that clean products just don’t work as well as conventional ones. This might have been true a decade ago, but advancements in green chemistry have completely transformed the game.
Today’s high-performance clean formulations easily rival or even exceed traditional products. Take foundations and skin tints from clean beauty brands – they now offer buildable coverage with skin-nourishing ingredients that actually improve your skin’s appearance over time, not just mask concerns temporarily.
Mascara used to be the product clean beauty couldn’t quite nail, but those days are gone. Plant-based waxes and oils now create smudge-proof, long-wearing formulas that lengthen and volumize beautifully. As beauty editor Natalie Gale notes about one clean mascara: “Honestly, this is a holy grail mascara for me… It somehow leaves my lashes both extra long yet natural looking, with zero clumps ever.”
Clean lipsticks and glosses use natural pigments and botanical oils to deliver rich color and hydration without the heavy metals often found in conventional formulas. And in skincare, bio-fermented ingredients and potent plant extracts now deliver results comparable to synthetic alternatives.
The performance gap has closed so significantly that many users report preferring clean formulations not just for safety but for genuine efficacy. Your beauty routine doesn’t have to compromise between health and results anymore – with modern clean beauty brands, you truly can have both.
Where & How to Shop for Clean Staples
Finding trustworthy clean beauty brands has become much easier as the market has grown. You don’t need to search far and wide anymore—there are now dedicated retailers that do the vetting work for you.
When I first started my clean beauty journey, I was overwhelmed by all the options. Now, I recommend these specialty online marketplaces that have strict standards for what they carry:
Credo Beauty feels like the “Sephora of clean beauty,” with a wide selection of brands that meet their “Credo Clean Standard.” The Detox Market, Follain, Beauty Heroes, and Aillea Beauty are other excellent options where every product has been carefully screened.
Even mainstream retailers have jumped on board. Sephora’s “Clean at Sephora” program, Ulta’s “Conscious Beauty” initiative, and Target’s “Clean at Target” section all make it easier to find products without certain controversial ingredients.
“I love that major retailers are creating these clean beauty programs,” says one industry expert. “It makes clean beauty accessible to so many more people who might not seek out specialty stores.”
For the eco-conscious shopper, refill programs are gaining momentum. Brands like Kjaer Weis offer beautiful refillable compacts, while stores like Package Free Shop provide refill stations for basics like shampoo and body wash. These options reduce packaging waste while often saving you money in the long run.
Speaking of money—yes, clean beauty can sometimes cost more, but there are smart ways to make it more affordable:
Look for mini sizes or findy sets to test products before committing to full sizes. Many clean beauty brands offer these options, letting you try before you invest. I’ve found multi-use products (like those 3-in-1 colors for lips, cheeks, and eyes) provide excellent value while reducing the number of products you need to buy.
Subscribe-and-save options typically offer 10-15% discounts for regular deliveries, and seasonal sales—especially during Earth Month in April—can provide significant savings. At Beyond Beauty Lab, we recommend Clean Beauty on a Budget: Smart Tips for Glowing Skin for more money-saving strategies.
When transitioning to clean beauty, start with products that stay on your skin the longest, like moisturizers and foundations. These have the most significant impact on your health and are worth prioritizing in your switch to cleaner options.
Clean beauty brands starter kit under $100
Building a clean beauty routine doesn’t require emptying your wallet. Here’s a practical starter kit that comes in under $100:
A high-quality multi-use color stick ($24) gives you versatile color for lips, cheeks, and even eyes in one simple product. Pair it with a mineral sunscreen/tint ($36) for daily protection with a touch of coverage—this two-in-one product replaces both foundation and SPF.
Add a gentle, sulfate-free cleanser ($18) that won’t strip your skin, and finish with a plant-wax based mascara ($20) for defined lashes without the questionable ingredients.
Total: $98
These four products create a complete daily routine that’s both clean and practical. As your conventional products run out, replace them one by one with clean alternatives to spread out the cost of transitioning.
“Start small and be patient with yourself,” advises a clean beauty educator. “It’s not about overhauling everything overnight—it’s about making better choices when it’s time to replace something.”
For more guidance on where to shop, check out Where to Shop: Trusted Sites & Stores for Clean Beauty for our regularly updated recommendations on retailers that maintain high standards for the clean beauty brands they carry.
Clean Beauty Brands That Actually Live Up to the Hype
With so many products claiming to be “clean,” it can be overwhelming to figure out which clean beauty brands truly walk their talk. After extensive research and real-world testing, we’ve identified brands that genuinely deliver on their promises of safety, sustainability, and performance. These aren’t just marketing themselves as clean—they’re proving it through transparent practices and exceptional formulations.
ILIA Beauty
ILIA has become something of a gateway brand for those new to clean beauty, and for good reason. Their Super Serum Skin Tint SPF 40 has developed a cult following by masterfully combining skincare, makeup, and sun protection. What makes ILIA stand out is their commitment to recycled aluminum packaging and their 1% for the Planet membership, where they donate a portion of sales to environmental causes.
“I switched to ILIA after my dermatologist recommended clean SPF products,” shares one loyal customer. “Now I can’t imagine using anything else on my skin.”
Merit
If you’re overwhelmed by complicated beauty routines, Merit’s “five-minute morning” philosophy might be your saving grace. Their products are formulated without over 1,400 questionable ingredients while remaining impressively effective. The brand ships orders in reusable cotton bags rather than disposable packaging—a small but meaningful touch that demonstrates their commitment beyond just clean ingredients.
Kosas
Founded by a chemist passionate about skin health, Kosas excludes a staggering 2,700 ingredients from their formulations. Their makeup isn’t just “not bad for you”—it actually improves your skin while you wear it. Their concealers and foundations contain ingredients typically found in serums, making them perfect for those who want their makeup to multitask.
RMS Beauty
As one of the pioneers in the clean beauty space, RMS Beauty set the standard with their food-grade ingredient philosophy. Founder Rose-Marie Swift created the line after finding harmful chemicals in her own body, leading to formulations so pure you could technically eat them (though we don’t recommend it!). Their iconic “Un” Cover-Up and luminizers come in glass jars that are both recyclable and beautiful on your vanity.
Saie
Pronounced “say,” this brand has quickly gained a reputation for their hydrating formulations that create a natural, dewy finish. Their Hydrabeam concealer brightens without caking, while their commitment to fragrance-free options makes them accessible for sensitive skin types. Saie’s refillable pods for certain products show they’re thinking beyond the formula to the entire lifecycle of their packaging.
100% Pure
True to their name, 100% Pure creates makeup pigmented with fruit, vegetables, tea, and cocoa instead of synthetic dyes or carmine (a red pigment made from crushed beetles—yes, really). Their antioxidant-rich formulas provide vibrant color while nourishing the skin, proving that performance and purity can coexist beautifully.
Alima Pure
This B-Corp certified brand focuses on mineral makeup that’s both simple and sophisticated. Their loose mineral foundation comes in an impressive 45 shades and contains just five ingredients. As a carbon-neutral company, they offset 100% of their carbon emissions—something still rare in the beauty industry.
Axiology
If you’re concerned about waste, Axiology’s “Balmies” will delight you. These plastic-free, multi-use color sticks for lips, cheeks, and eyes come wrapped in recyclable paper. With formulations containing just 10 ingredients or fewer, they embody minimalism in both formula and packaging.
Well People
For those watching their budget, Well People offers EWG-verified products at more accessible price points (many under $20). Founded by a dermatologist, makeup artist, and entrepreneur, their products are rigorously tested to ensure they’re both effective and gentle—proving clean beauty doesn’t have to be a luxury expense.
Cheekbone Beauty
Indigenous-owned Cheekbone Beauty infuses purpose into every product. Beyond creating high-performance, sustainably packaged makeup, they donate a portion of profits to support Indigenous youth. Their biodegradable packaging innovations demonstrate how cultural values can inspire meaningful advancements in sustainability.
At Beyond Beauty Lab, we believe these brands represent the best of what clean beauty can be—effective, ethical, and exciting to use. Each has found their unique way to combine beauty with responsibility, proving that you don’t need potentially harmful ingredients to create products that perform beautifully.
ILIA Beauty
ILIA has become a leader in the clean beauty space by creating makeup that doubles as skincare. Their bestselling Super Serum Skin Tint combines SPF 40 protection with niacinamide and hyaluronic acid for a dewy finish that improves skin over time.
What sets them apart:
– Recycled aluminum and glass packaging
– 1% for the Planet member
– Products designed to let skin look like skin
– Makeup that actually improves skin health
Natalie Gale, a contributing editor, shares: “Ilia’s Skin Tint ticked all the right boxes for me. Between the brand’s ethos, the packaging’s recyclability, and the product’s clean formulation and excellent performance, I’ll happily repurchase.”
ILIA also offers a recycling program called TerraCycle, where customers can send back empty containers for proper recycling.
Merit
Merit has revolutionized the clean beauty space with its refreshingly simple approach: create products that are “impossible to mess up” and perfectly suited for real-life routines. This clean beauty brand isn’t about overwhelming you with choices—it’s about offering a thoughtfully curated collection that delivers exactly what you need for a complete look in minutes.
When you open a Merit product, you immediately sense the brand’s commitment to minimalism and quality. Their formulations skip over 1,400 potentially harmful ingredients without sacrificing performance or luxury.
What sets them apart:
– Avoids over 1,400 potentially harmful ingredients
– Cruelty-free and vegan formulations
– Streamlined, multi-purpose products
– Reusable signature bag with first purchase
“A shift to minimalist beauty is liberating,” notes Forbes in their coverage of the brand—and we couldn’t agree more. There’s something genuinely refreshing about a brand that respects your time and intelligence by offering only what works.
Merit’s approach resonates deeply with today’s conscious consumers who are tired of overflowing makeup drawers and complicated routines. As Allure magazine perfectly describes it, Merit represents “a makeup minimalist’s dream.” Their tinted lip oils, cream blushes, and versatile complexion sticks deliver natural-looking results with minimal effort.
The brand’s signature reusable bag that comes with your first purchase isn’t just a pretty accessory—it’s a reflection of Merit’s thoughtful approach to reducing waste while enhancing your beauty experience. This attention to detail extends throughout their line, where each product serves a clear purpose in a streamlined routine.
For those new to clean beauty brands, Merit offers an accessible entry point—sophisticated formulations that perform beautifully while maintaining strict standards for ingredient safety and sustainability.
Kosas
There’s something special about makeup that’s created by someone who truly understands the science behind it. That’s exactly what you get with Kosas, a brand founded by chemist Sheena Yaitanes who brings her scientific expertise to every formula. What makes this brand stand out in the crowded clean beauty brands landscape is their commitment to avoiding over 2,700 questionable ingredients while still creating products that perform beautifully.
What sets them apart:
– Science-backed formulations
– “Makeup that feels like skincare”
– Active ingredients at efficacious levels
– Color cosmetics that address skin concerns
When you apply Kosas products, you’re not just covering up skin issues—you’re actually treating them. Their philosophy centers around working with your skin’s natural biology rather than fighting against it. This approach has earned them a devoted following of makeup lovers who want their cosmetics to do more.
The brand’s Revealer Concealer has become something of a phenomenon in the clean beauty world. It doesn’t just cover dark circles and blemishes—it actually brightens, soothes, and plumps the skin while it conceals. This multitasking approach is what makes Kosas products so valuable in a streamlined routine.
“I wanted to create makeup that treated the skin with the same level of care that skincare does,” Yaitanes has said about her brand. This vision has translated into formulations that deliver both immediate cosmetic benefits and long-term skin improvements.
For those who have struggled to find clean beauty brands that perform as well as conventional options, Kosas proves that you don’t have to sacrifice effectiveness for safety. Their products demonstrate that clean formulations can be just as pigmented, long-lasting, and beautiful as their conventional counterparts—with the added bonus of nourishing your skin while you wear them.
RMS Beauty
RMS Beauty stands as one of the true pioneers of the clean beauty movement, born from makeup artist Rose-Marie Swift’s personal health journey. After finding her own health issues were linked to toxic ingredients in cosmetics, Swift created a line that revolutionized what beauty products could be.
“I wanted to create something that wasn’t just non-toxic, but actually beneficial for the skin,” Swift has explained about her brand philosophy. This vision comes to life through RMS’s commitment to raw, food-grade ingredients that you could theoretically eat (though we don’t recommend trying!).
What sets them apart:
At the heart of RMS formulations is organic coconut oil, chosen for its natural antimicrobial properties and nourishing fatty acids. Unlike many brands that heavily process their ingredients, RMS uses minimal processing techniques to preserve the natural nutrient integrity of their raw materials.
The brand’s packaging reflects their clean ethos too, with most products housed in neat glass jars rather than plastic. This commitment to sustainability extends beyond ingredients to the entire product lifecycle.
Perhaps most impressive is how RMS products deliver a uniquely luminous, skin-like finish that professionals adore. Their “Un” Cover-up concealer has reached cult status for its ability to conceal imperfections while still looking like natural skin. Similarly, their Living Luminizer highlight creates a subtle, dewy glow that countless brands have tried (and failed) to duplicate.
“RMS taught me that makeup doesn’t have to sit on top of your skin—it can actually become one with it,” notes celebrity makeup artist Katie Jane Hughes, who frequently uses the brand in her work.
The brand proves that clean formulations don’t just match conventional products—they can outperform them. RMS products are designed to improve natural beauty rather than mask it, making them perfect for those seeking a “your skin but better” aesthetic with ingredients you can feel good about.
When building a clean beauty brands collection, RMS offers timeless staples that work across ages and skin types, making them an excellent investment for your conscious beauty routine.
Saie
Have you ever used a beauty product that felt like a treat for your skin? That’s the Saie experience in a nutshell. This relatively new brand (pronounced “say”) has quickly captured hearts with formulas that deliver that coveted healthy glow while keeping your skin happy and hydrated.
Saie lives at the intersection of skincare and makeup, creating products that blur the line between the two. Their formulations meet Sephora’s Clean + Planet Aware standards, meaning they’re as good for your skin as they are for the environment.
What sets them apart:
The brand has become a go-to for those with dry or mature skin thanks to their deeply hydrating formulas. Their Glowy Super Gel (a lightweight illuminating primer that gives you that “lit from within” look) has developed something of a cult following among beauty enthusiasts looking for that perfect dewy finish.
Another standout is their Slip Tint, a tinted moisturizer with SPF protection that feels like skincare but performs like makeup. Both products have earned industry awards for their skin-enhancing benefits and thoughtful environmental considerations.
“I was skeptical about clean makeup actually delivering results,” shares one reviewer, “but Saie’s products give me that perfect no-makeup makeup look while actually improving my skin’s texture over time.”
For those with sensitive skin, Saie offers fragrance-free alternatives that provide the same beautiful results without potential irritants. This thoughtful approach to formulation shows their commitment to inclusivity in the clean beauty brands space.
The brand’s environmental consciousness extends beyond ingredients to their packaging choices. Many Saie products come in refillable formats, allowing you to repurchase just the product without the outer container. Their standard packaging incorporates PCR (post-consumer recycled) materials and is designed for recyclability, closing the loop on potential waste.
With their hydrabeam concealer and innovative formulations, Saie proves that clean beauty doesn’t mean compromising on performance or pleasure. Their products deliver that rare combination of immediate results and long-term benefits that keep customers coming back for more.
100% Pure
When it comes to truly natural makeup, 100% Pure lives up to its name in the most delightful way. Instead of turning to synthetic dyes that might irritate your skin, they’ve pioneered a unique approach—using actual fruit pigments to color their products.
Walking through their collection feels like visiting a farmers market for your face. Their lipsticks get their rich reds from strawberries and cherries, while their eyeshadows shimmer with pigments derived from fruits like blueberries and apricots. It’s makeup that’s literally good enough to eat (though we don’t recommend that!).
What sets them apart goes beyond just their fruit-based colorants. Their formulations are packed with antioxidants that actually benefit your skin while you wear them. Think of it as skincare disguised as makeup—your complexion might actually look better when you take it off than when you put it on.
“I was skeptical that fruit could create vibrant makeup colors,” shares one loyal customer, “but their berry-tinted blush gives me the most natural flush I’ve ever worn—and my sensitive skin never breaks out from it.”
The brand’s commitment to purity isn’t just ingredient-deep. Their production facilities harness solar energy, reducing their carbon footprint while creating those luscious formulas. And as you’d expect from a truly clean beauty brand, everything is vegan and cruelty-free.
Perhaps most impressive is their innovative fruit-pigmented mascara. While most natural mascaras struggle to deliver the intensity we crave, 100% Pure creates rich, dark lashes using black tea, berries, and cocoa. The result? Gorgeous definition without potentially harmful dyes near your sensitive eyes.
Their packaging deserves mention too—they prioritize biodegradable materials wherever possible, so your beauty routine won’t leave a permanent mark on the planet. From their fruit-pigmented makeup to their earth-friendly packaging, 100% Pure demonstrates that truly natural beauty doesn’t require compromise.
Alima Pure
If you’re looking for makeup with the purest ingredients possible, Alima Pure deserves your attention. This brand has mastered the art of “less is more,” with many of their products containing fewer than ten carefully selected ingredients.
What sets them apart:
– B-Corp certified
– Carbon-neutral operations
– Loose mineral formulations with minimal ingredients
– Refillable compacts
Alima Pure stands as a pioneer in the beauty industry’s sustainability movement. They were among the first beauty companies to achieve B-Corp certification, which isn’t just a fancy badge—it represents meeting rigorous standards for social and environmental performance, accountability, and transparency.
Their loose mineral foundations have earned a devoted following for good reason. With just a handful of ingredients, they manage to create buildable coverage that looks like your skin, just better. No fillers, no unnecessary additives—just pure minerals that let your skin breathe.
“I switched to Alima Pure’s foundation after my skin kept reacting to liquid foundations,” shares one loyal customer. “The difference was immediate—no more irritation, and the finish is so natural.”
What I particularly love about this clean beauty brand is their commitment to reducing waste. Their refillable compact system lets you pop in new product pans while keeping the beautiful compact case, significantly cutting down on packaging waste over time.
Their carbon-neutral operations show they’re thinking about their environmental impact beyond just ingredient lists. By offsetting 100% of their carbon emissions from operations, they’re taking responsibility for their footprint in a way that many beauty brands—even clean ones—haven’t yet acceptd.
For those new to mineral makeup, Alima Pure offers sample sizes of their foundations, making it easy to find your perfect shade without waste or significant investment. It’s these thoughtful touches that demonstrate their holistic approach to clean beauty and customer care.
Axiology
When it comes to clean beauty brands that truly walk the talk, Axiology deserves special recognition for their approach to both formulation and packaging.
Founded with a mission to create the purest lip products possible, Axiology has evolved into a brand that proves beauty doesn’t have to compromise ethics or the environment. Their star products—the innovative “Balmies”—are multi-use color sticks that come in zero-waste paper packaging, completely eliminating the need for plastic tubes or compacts.
“I wanted to create something that wouldn’t end up in a landfill or the ocean,” explains Axiology’s founder. “The average person goes through multiple lip products a year, and those plastic tubes add up quickly.”
What truly sets Axiology apart from other clean beauty brands is their commitment to ultra-minimal formulations. While many clean brands tout long “free-from” lists, Axiology takes a different approach by focusing on what they do include—just 10 ingredients or fewer in their products. This minimalist philosophy makes their formulas less likely to cause reactions and easier for consumers to understand exactly what they’re putting on their skin.
The brand has also made the conscious choice to remain palm oil-free—a rarity in the lip product world, where palm derivatives are common ingredients. This decision helps protect rainforest habitats and reflects the brand’s holistic approach to sustainability.
Their color payoff doesn’t suffer despite the clean, minimal formulas. The Balmies deliver rich, buildable color that works beautifully on lips, cheeks, and even eyes, making them perfect for the minimalist makeup lover who wants to reduce both their beauty footprint and their makeup bag size.
For anyone looking to simplify their routine while making an environmentally conscious choice, Axiology proves that clean beauty brands can lead the way in zero-waste innovation without sacrificing performance or pleasure of use.
Well People
Well People is changing the game in clean beauty by making high-quality, safer products accessible to everyone. Unlike many premium clean brands with luxury price tags, Well People offers EWG-verified formulations that won’t break the bank.
What sets them apart:
– Over 100 EWG-verified products that have passed rigorous safety screening
– Every formula is dermatologist-tested for sensitive skin compatibility
– Budget-friendly options that make clean beauty more democratic
– Widespread availability at Target stores nationwide
When Dr. Renee Snyder co-founded Well People, she brought her dermatological expertise to the clean beauty space. “My patients were constantly asking which makeup was safe for sensitive or acne-prone skin,” she explains. “I wanted to create products that I could confidently recommend.”
Their Expressionist Mascara has developed something of a cult following for delivering dramatic length and volume without the irritation many experience from conventional formulas. One loyal customer shares, “After decades of raccoon eyes and irritation, I finally found a mascara that stays put all day without making my eyes water.”
The Bio Baked Bronzer is another standout – delivering a natural sun-kissed glow with a buildable formula that works across skin tones. The finely-milled powder blends seamlessly, avoiding that dreaded orange or muddy appearance that makes many people bronzer-shy.
What’s particularly refreshing about Well People is their commitment to making clean beauty approachable. Their educational content helps explain ingredients, and their straightforward product names tell you exactly what you’re getting. No fancy French names or obscure marketing jargon – just honest, effective formulations.
For those new to clean beauty brands, Well People offers an excellent entry point. Their Starter Set includes miniatures of their best-sellers, allowing you to experiment without a major investment. It’s the perfect way to find if clean beauty performs as well as conventional products (spoiler alert: it absolutely does).
Cheekbone Beauty
When it comes to clean beauty brands that truly make a difference, Cheekbone Beauty stands out not just for its products, but for its powerful mission. This Indigenous-owned brand creates high-performance cosmetics that are as kind to the planet as they are beautiful on your skin.
What sets them apart:
– Indigenous-owned and operated
– Sustainable Innovation line featuring biodegradable packaging
– Donates 10% of profits to support Indigenous youth
– Refillable options
Founder Jenn Harper’s personal journey led her to create Cheekbone Beauty with a dual purpose: providing genuinely clean, high-performance makeup while creating meaningful representation for Indigenous communities in the beauty industry.
“I wanted to create a brand that not only made people look good but feel good about what they’re putting on their skin and the impact they’re having,” Harper explains. Her vision has manifested in products like their Sustain Lipstick line, which features thoughtfully designed biodegradable packaging and refillable options.
The brand’s commitment to sustainability goes beyond ingredients to accept a holistic approach to beauty. Their packaging innovations reduce waste, while their giving-back model ensures that 10% of profits directly support Indigenous youth and educational initiatives.
What makes Cheekbone Beauty truly special is how they’ve woven traditional Indigenous values of environmental stewardship into modern cosmetics. Their color stories often reflect the natural world, while their formulations prioritize ingredients that honor the earth.
For those looking to support diverse voices in the clean beauty brands space while getting truly exceptional products, Cheekbone Beauty delivers vibrant colors, long-wearing formulas, and the good feeling that comes from supporting a company with authentic values at its core.
Transition Tips for a Seamless Switch
Making the leap to clean beauty brands doesn’t mean you need to empty your bathroom cabinet overnight. Let’s be real—that approach isn’t kind to your wallet or the planet! Instead, I recommend a thoughtful transition that honors both your budget and the environment.
One-in, one-out is the most sustainable approach. When your conventional foundation runs out, replace it with a clean alternative. This method prevents waste and spreads out the cost of upgrading your routine. Plus, it gives you time to research the best clean beauty brands for each product category rather than making hasty decisions.
Start with the products that matter most—your daily essentials that stay on your skin the longest. Your foundation, moisturizer, and deodorant deserve priority status in the clean swap since they have extended contact with your skin and greater potential for absorption.
Even natural ingredients can cause reactions, so always patch test new products. Apply a small amount on your inner arm for 24-48 hours before slathering that new clean moisturizer all over your face. This is especially important if your skin tends to be reactive or sensitive to certain botanical ingredients.
When you’ve emptied those conventional products, don’t just toss the packaging in the trash. Many clean beauty brands like ILIA and Kjaer Weis offer take-back programs for their empties. For other brands, check TerraCycle or the brand’s website for recycling options. Our detailed guide on Plastic-Free Cosmetics offers more specific recycling tips.
Keep your expectations in check during this transition. Clean formulations might feel different on your skin—perhaps a touch less slippery (without silicones) or with slightly different scents (without synthetic fragrances). Give yourself time to adjust to these new sensations and application techniques. Many converts actually prefer these textures once they’ve adapted!
Clean beauty brands game-plan for sensitive skin
If your skin throws a tantrum at the slightest provocation, you’ll need a more cautious approach to clean beauty. Here’s your sensitive skin roadmap:
First, seek out fragrance-free options. Even natural fragrances from essential oils can trigger reactions in sensitive skin types. Brands like Saie, ILIA, and Tower 28 offer excellent fragrance-free alternatives specifically formulated for reactive skin.
Look for products labeled “hypoallergenic” or designed specifically for sensitive skin. These formulations typically exclude common irritants and undergo additional testing for reactivity.
Introduce just one new product at a time, waiting at least a week between each addition. This patient approach helps you identify exactly what works—or doesn’t—for your unique skin. If a reaction occurs, you’ll know exactly which product is the culprit.
Consider microbiome-supporting formulations with prebiotics and probiotics. These ingredients help strengthen your skin’s natural barrier function, potentially making it less reactive over time. Brands like Tata Harper and Biossance offer excellent options in this category.
If you know that essential oils trigger reactions for you, avoid them entirely. Not all clean beauty brands use essential oils, so you still have plenty of options. Well People and Tower 28 are excellent starting points for essential oil-free clean beauty.
The journey to clean beauty should feel good—both in terms of how the products perform and how they align with your values. Take your time, listen to your skin, and enjoy finding new favorites that are kind to both you and the planet.
Frequently Asked Questions about Clean Beauty
What’s the quickest way to tell if a product is clean?
When you’re standing in a store aisle feeling overwhelmed by options, third-party certifications become your best friends. Look for trusted seals like EWG Verified, MADE SAFE, or Leaping Bunny—these are like shorthand for “yes, someone else has already done the homework on this product.”
Tech can help too! Apps like Think Dirty or EWG’s Skin Deep database let you scan barcodes right in the store for instant ingredient safety ratings. It’s like having a clean beauty expert in your pocket.
Just remember, the term “clean” isn’t regulated by any government agency. A product can say “clean” on the label without meeting any particular standard. That’s why I always recommend taking an extra minute to flip the package over and scan the ingredient list, or better yet, research the brand’s specific standards before shopping.
Are all clean beauty brands also vegan and cruelty-free?
This is one of those “not necessarily” situations that can trip up even savvy shoppers. While many clean beauty brands accept the trifecta of clean, vegan, and cruelty-free, don’t assume they’re a package deal.
Clean formulations may still contain animal-derived ingredients that aren’t harmful to humans but aren’t vegan—think beeswax in lip balms, lanolin (from sheep’s wool) in moisturizers, or carmine (from beetles) creating that perfect red lipstick. These ingredients can be ethically sourced and perfectly “clean” by most standards, but they’re not vegan.
If being vegan matters to you, look specifically for vegan certification or clear vegan claims on packaging. Similarly, verify cruelty-free status through recognized programs like Leaping Bunny or PETA’s Beauty Without Bunnies. Many brands proudly display these certifications right on their packaging—they’ve earned them!
Do clean products expire faster than conventional ones?
I hear this question all the time, and the answer has changed dramatically in recent years. While early clean beauty brands did struggle with shorter shelf lives due to fewer preservatives, today’s formulations have largely solved this challenge.
Modern clean beauty products typically last 6-12 months after opening—comparable to conventional products—thanks to innovative preservation approaches. Instead of potentially harmful preservatives, brands are getting creative with:
Packaging technology: Airless pumps that prevent bacteria from entering and contaminating products
Natural preservation systems: Ingredients like radish root ferment filtrate that provide antimicrobial protection without synthetic preservatives
Protective containers: Amber glass or UV-protective packaging that prevents light degradation of sensitive ingredients
Always check the Period After Opening (PAO) symbol on your products—it looks like a little jar with a number inside, indicating how many months the product remains good after you’ve opened it. And trust your senses: if something smells off, changes color or texture dramatically, or starts to separate, it’s time to say goodbye regardless of what the label says.
Conclusion
The clean beauty movement is so much more than a passing trend—it’s a fundamental shift in how we think about what we put on our bodies. By choosing clean beauty brands that prioritize transparency, sustainability, and performance, we’re making choices that benefit both ourselves and the world around us.
Throughout this guide, we’ve seen that exceptional clean beauty brands don’t stop at removing harmful ingredients. They’re pioneering sustainable packaging solutions, committing to ethical sourcing practices, and creating formulations that truly deliver results. Brands like ILIA, Merit, and Kosas prove that clean beauty can be high-performing, luxurious, and effective.
At Beyond Beauty Lab, we firmly believe that looking good should never come at the expense of feeling good—or harming our planet. Beauty products should improve your natural radiance while aligning with your values, not compromise your health or the environment.
Transitioning to clean beauty is a journey, not an overnight change. Every thoughtful swap makes a meaningful difference, whether you’re replacing a single lipstick or gradually refreshing your entire collection. The most sustainable approach is to use what you already own, research thoroughly before making new purchases, and support brands whose missions resonate with your personal values.
As Dr. Alexa Friedman wisely advised, “If possible, consider limiting the number of different products in your daily routine, reduce buying new products before finishing old ones, and look at packaging or brand websites to find the best ways to dispose or recycle products.”
Clean beauty represents a return to a simple yet profound idea: what we apply to our skin deserves the same careful consideration as what we eat. By supporting transparent, ethical clean beauty brands, we’re collectively shaping a beauty industry that prioritizes health and sustainability alongside beauty itself.
When you choose clean beauty, you’re not just making a purchase—you’re casting a vote for the kind of world you want to live in. One where beauty improves wellbeing rather than compromising it. One where looking good and doing good go hand in hand.
For more insights on how clean beauty fits into a holistic approach to wellness, explore our resources on Clean Beauty and Wellness.
