Clean Beauty – Definition, Opportunities & Criticism

What does clean beauty mean?

"Clean beauty" describes a trend in the cosmetics industry that emphasizes transparency, "clean" ingredients, and responsible manufacturing. However, the term is not legally protected—therefore, clean beauty is not a clearly defined standard, but rather a marketing and lifestyle concept. At its core, it's about products that avoid potentially harmful ingredients while remaining effective, aesthetically pleasing, and skin-friendly.

Basic principles of clean beauty

• Avoidance of certain substances: e.g. mineral oils, parabens, PEGs or aggressive sulfates.
• Transparency: clear INCI declarations and consumer information.
• Sustainability: resource-saving packaging, fair supply chains.
• Focus on skin health: Products should be effective but gentle.

Opportunities and advantages

Clean beauty responds to a growing consumer demand for naturalness and safety. Many consumers want to know what they're putting on their skin. Luxury clean beauty brands combine science with a sensual experience—making "clean" skincare a lifestyle statement.

Criticism of Clean Beauty

The term is vague and interpreted differently by brands. Some critics complain that clean beauty creates fear around certain ingredients that are safe in regulated concentrations. Furthermore, there are no uniform testing standards.

Clean Beauty vs. Natural Cosmetics

While natural cosmetics have legally defined requirements, clean beauty is more flexible. Many clean beauty brands use modern active ingredients (e.g., biotechnologically derived ingredients) that would not be permitted in traditional natural cosmetics.

Conclusion

Clean beauty is less a label than a philosophy: conscious ingredient selection, transparent communication, and a clear focus on skin health. Premium brands like NATURFACTOR® demonstrate that luxury skincare can also be "clean" – without compromising on effectiveness and aesthetics.

Sources

1. Harvard Health – The truth about clean beauty https://www.health.harvard.edu
2. American Academy of Dermatology – Skin care basics https://www.aad.org
3. DermNet NZ – Cosmetics and skin https://dermnetnz.org