Is Clean Beauty Still a Thing?

 Realistically, what does it mean? Let’s go back in time.

 It was around 2008 that I first started hearing about what vaguely sounded like “clean beauty”.It was born out of fear and pseudoscience. This type of beauty products had less toxic ingredients than the usual brands you would find in the beauty aisle.  Safer beauty and skincare products where very hard to find, and also quite expensive. 

Then social media and subscription boxes started booming with influencers, and from then on, clean big and small brands emerged.. Some, questionable, some, impressive.

 This brands, even they removed certain trendy “bad” ingredients they still included other potentially harmful  ingredients that could be the cause for skin irritation and problems. And unless you are an expert, it is very hard to tell if an ingredient is safe or not just by reading it. 

Clean beauty has gained a lot of attention lately, but what does "clean" really mean today? To me, it's not just a label; it's the new normal in the beauty world. Consumers today are smart and want to know exactly what goes into the products they use. Just saying something is "clean" isn't good enough anymore. Brands need to focus on sharing facts instead of creating unnecessary fears.

It's not just about being clean; it's about being effective. Formulas need to be well thought out, and brands should use ingredients that are proven to work. It's crucial to use these clean and proven ingredients in the right amounts to make sure they actually do what they claim.

Clean beauty is no longer sufficient on its own. Trust comes from continuous research and proven science. These are the things that consumers can rely on.

I believe it's time for the beauty industry to change its story. Let's encourage people to age gracefully instead of worrying about wrinkles and using tons of creams. What do you think?