BY CLAUDIA SUGARMAN
MARCH 20, 2023
Photo courtesy of KoolShooters via Pexels
As we all know by now, humans love a trend. And this is no different in the beauty and skincare sphere. In 2022 we heard the term ‘Clean Girl Aesthetic’ many a time, encouraging the masses to strip back their makeup routines and champion a fresh, healthy look. As a result of this simplification, people are now interested not just in simpler routines, but in simpler products, too. Enter: Clean Beauty.
The term ‘Clean Beauty’ is a tricky one. It refers not only to makeup products but skincare, haircare and bodycare as well. A recent article by Vogue has delved into Clean Beauty products, suggesting that they are categorised by “good-for-you formulas”. What does this mean, exactly? Well, it appears to refer to brands making more conscious ingredient choices, as well as being aware of where these ingredients are coming from. The article explains how ingredient lists are being redefined, with product formulas ditching silicones in favour of nourishing oils, and talc in favour of more friendly ingredients like cornstarch. I’m sure you’ve seen some scaremongering TikToks warning you of the dangers of silicones in your favourite conditioner (looking at you, Tresemmé).
Ultimately, consumers are becoming more and more aware of certain ingredients that they may not want on their skin, and this is being reflected in the increased visibility of Clean Beauty on the market. Leading beauty retailer Look Fantastic have a Clean Beauty edit, where they detail that the focal point of Clean Beauty products is their lack of toxins such as parabens, sulphates and phthalates which could potentially have harmful effects on our skin. In this edit, you can find great inspiration for your next clean and conscious purchase. Other features of Clean Beauty products can be that they have sustainable packaging or that they are cruelty-free. Even many well-known, high-street brands such as Garnier have committed to adding green products to their lines. These moves can only be a positive, right?
Well, despite this increase in sustainable and ‘natural’ practices, there is scepticism surrounding the whole idea of Clean Beauty. Clean is a somewhat problematic word, lacking a concise definition. In fact, skincare queen Caroline Hirons has been outspoken about how Clean Beauty is not necessarily all its cracked up to be, and has alluded to the fact that it can often be a bit of a marketing scam. Because of the murky definition of Clean Beauty, brands can essentially attach whatever meaning they want to the word, resulting in misleading marketing. In addition to a lack of standardised definition, these ‘clean’ products often come with a higher price tag. The reason for this is unclear, however it can be suggested that sometimes the ingredients in Clean Beauty products are harder to source or that the products are of greater quality. This is not always the case, though. Critics of the Clean Beauty craze have also noted the beauty industry’s contribution to ‘greenwashing’. This phenomenon has become far more prevalent in recent years, occurring when brands take advantage of green consumer values as a means of selling products. A 2022 Forbes article details how 71% of consumers are sceptical of green dreams promised by brands, with an example of this being how in the spring of last year Australian beauty giant Bondi Sands was found to have falsely advertised their products as ‘reef friendly’.
The bottom line is that Clean Beauty is a complicated thing. But, don’t let this put you off! Not all companies are trying to mislead you, and not all brands who are repping Clean Beauty are extortionately priced and hard to get your hands on. In fact, we've found some of the best British Clean Beauty products to get you involved in the Clean Beauty trend of 2023:
1. PERL Cosmetics
Starting off strong we have PERL Cosmetics, a small skincare brand which focuses on customised skincare. What makes them ‘clean’ is their commitment to super simple formulas and lack of ingredients such as fragrance, alcohol, parabens and palm oil. Their minimal aesthetic will look gorgeous on your vanity
2. Jierra beauty
If you’re in the market for clean-meets-luxe, Jierra Beauty has you covered. Founded by a certified skincare formulator, Jierra Beauty brings together a gorgeous sleek aesthetic and organic ingredients. This brand lives for a self-care moment, which we all definitely need right now. Oh, did we also mention that they’re Black-owned? Major win.
3. Delhicious
You might have seen the brand Delhicious somewhere on TikTok, but if you havent, let us put you on to something. Delhicious - created by a husband-and-wife duo - is an Indian-inspired skincare brand which is 100% vegan and cruelty free. Devoted to sourcing plastic free alternatives for their packaging and ethically sourcing their ingredients, this brand NEEDS to be on your radar in 2023.
4. Bella Forever
What could be better than skincare made for sensitive skin by someone with sensitive skin? This is exactly what Bella Forever brings to the table. Focused on natural, vegan and cruelty free products that are free from toxins, Bella Forever offer an extremely wide range of products from face masks to booty masks! What’s even better is that they have different sections on their website for different skin concerns, making it easy to find exactly what you need.
5. Mallows Beauty
This brand is not messing about. As soon as you go to the Mallows Beauty website, you’ll be met with the sweetest pink and purple website, with even sweeter products. As well as being committed to using diverse models with non-photoshopped skin, Mallows Beauty offer a range of products that fit into the Clean Beauty bracket. Although not strictly a Clean Beauty brand in itself, products such as their delicious body scrubs are focused on nourishing natural oils and minimal ingredients.
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