Once upon a time, there were only a few big-name beauty companies that dominated the cosmetics industry. Fast forward to the latter part of the 20th century, when we see the emergence of niche or boutique brands. Though the mega brands haven’t gone away, there has been an explosion of smaller brands that get traction; thanks, in a big part, to word of mouth on social media. Into this mix has come clean beauty. Once a subset category, it’s now increasingly competitive with conventional beauty brands as consumers become more aware of what goes into products and the environmental story around how they’re produced.
Evaluating what sets apart clean beauty brands can be challenging for a consumer, but there are specific, measurable criteria that can help determine the validity of a brand's clean beauty claim.
“Look for transparency in ingredients, sustainable sourcing, accreditations, and environmental responsibility,” says Anna Teal, global CEO of Grown Alchemist, an Australia-based skincare brand. Grown Alchemist’s products, Teal explains, are designed to be at least 95% biodegradable, while the packaging—100% recycled RPET bottles, aluminum tubes, and FSC-certified cartons—reflects the company’s planet-conscious ethos.
“A truly clean beauty brand aligns health, efficacy, and environmental stewardship at every step,” she notes.
Rachelle Séguin, co-founder and president of Quebec-based Omy Lab, says that even though the term ‘clean beauty’ is unregulated, some ways exist to evaluate if a brand deserves the ‘clean’ label. One clear measurement, she says, is “B Corporation certification administered by B Lab, a non-profit organization committed to promoting and measuring the social and environmental performance of businesses.” Omy Lab, which has received this certification, has met these criteria with its formulas made from vegan ingredients of at least 95% natural origin, 60% sourced from local distributors, an environmental approach to production and shipping, and workforce policies.
“We also exclude over 2,000 ingredients from our skincare formulations, going well beyond the standards set by typical clean beauty certifications,” Séguin adds.
Look at the product’s ingredients and see if you recognize them, advises Olga Roberts, co-founder of British Columbia-based skincare brand Collage. Roberts says the Collage skincare system boasts 97% natural ingredients, all ethically sourced.
“We use ingredients that you recognize and are familiar with and might even be comfortable using on your skin,” Roberts says. “Brands that are truly clean beauty will have ingredients listed on their website and will educate you on those as well. So, they’re being forward with providing you all the data for informed decision-making.”
Rachelle Séguin notes that the app Yuka allows users to quickly scan an ingredient and receive an explanation of whether it’s safe or not. Yuka “can offer insight by analyzing ingredient lists and highlighting potentially harmful components based on its database.” She adds, “Omy Lab skincare products meet the criteria for a green rating on Yuka.”
Research and development required to create a more natural beauty product are as stringent and time-consuming as those for conventional brand products, and they are often more expensive, which can be reflected in the price point.
“Grown Alchemist formulations are over 94% natural and use biotech and botanical actives backed by clinical testing and customer user trials,” Teal explains. “By using biotechnology, we can be precise about the part of the extract we are using. We prove that clean beauty can deliver high performance without compromising safety or sustainability, leading the way in innovation and responsibility.”
When queried about the efficacy of clean versus conventional products, all three women agreed that clean beauty, thanks to the combination of ingredients and biotech processes, delivers effective results.
“People often mistakenly believe that natural or vegan products are less effective, but that’s not true,” Séguin says. “Take niacinamide (vitamin B3), for example. While most niacinamide on the market is synthetically sourced, at Omy Lab, we opted for a biotech-derived alternative. Though it comes at a higher cost, it offers the same skincare benefits without the environmental impact.”
Roberts concurs that the efficacity exists but admits it can take longer to see.
“A new wave of creativity and technical innovation has brought together the best of both worlds,” explains Teal. “Grown Alchemist celebrates biological beauty by combining plant-based ingredients with scientific innovation to create clinically proven products.”
To maintain a shelf life comparable to conventional products, clean beauty producers do use some form of preservative. Omy Lab’s Séguin replaces conventional preservatives with post-biotic peptides. “This approach is microbiome-friendly and better suited for sensitive skin. However, because this technology is less commonly used, it required extensive testing.”
In moving from niche into the mainstream of the beauty industry, clean beauty producers’ aim is to bring a holistic approach to both the products and the means of production. “We’re trying to respect nature in all aspects,” says Roberts. “There’s always room for improvement.”
Clean beauty brands unite sustainability, innovation, and transparency, offering effective, eco-conscious products without compromising quality. With rigorous standards and biotech advancements, these brands empower consumers to make informed, responsible choices for their skincare and the planet.
