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Here’s the ugly truth about clean beauty—in 2025, there’s still no universal standard for what it actually means in the industry. The FDA doesn’t pre-approve cosmetics like it does drugs, meaning brands essentially police themselves. For context: Europe bans over 1,300 cosmetic ingredients, while the US bans about 30. That’s why it’s up to us to dig deeper than the marketing fluff and Instagram-worthy packaging.
So, how do brands define “clean” beauty?
While definitions vary wildly, most companies—and consumers—lean on some combination of these categories.
Cruelty-free/vegan
No animal testing, no animal-derived ingredients. And by now, science has evolved way past the need for animal testing anyway. Certifications from PETA and Leaping Bunny can offer more validity to these claims.
Beautylish recommends Bask and Hourglass
Sustainable
Packaging, sourcing, and manufacturing designed to reduce environmental impact. Think: refillable jars, compostable boxes, and ingredients that don’t wreck entire ecosystems.
Beautylish recommends MOB Beauty and Kjaer Weis
Natural ingredients
Formulas packed with plants, minerals, and other nature-derived goodies. But, here’s the thing: natural doesn’t always mean safer, gentler, or more effective.
Beautylish recommends rms beauty and Herbivore
Ethical sourcing/practices
From fair wages to safe working conditions, transparency and safety are key components every step of the way.
Non toxic
Usually means the brand avoided certain controversial chemicals on their blacklist. It’s important to note: toxicity isn’t just about specific ingredients—dosage and exposure also play a crucial role.
Beautylish recommends Cirque Colors and Facile
Green
While vague, the term refers to overall environmental consciousness. At times, it may seem like marketing jargon, but often signals a genuine commitment to sustainable practices.
Organic
These ingredients are grown without synthetic pesticides, fertilizers, or GMOs. This can also be an enticing word on pretty packaging unless the brand has legitimate certifications, like USDA Organic or ECOCERT.
Biodegradable
Refers to packaging that breaks down naturally in the environment without leaving harmful residues.
Beautylish recommends MOB Beauty
The plot twist
Here’s what might surprise you: some synthetic ingredients are actually more sustainable, effective, and safer than their natural counterparts. Lab-created products can be more consistent, require fewer resources to produce, and eliminate the risk of contamination that sometimes comes with plant-based ingredients.
The approach
When it comes to selecting products in the US, there’s no universal ranking of right or wrong here. Instead of falling for buzzwords, identify your priorities and your own “no” list when purchasing. This way, you’re supporting brands that align with your personal values, not someone else’s definition of clean.
Bottom line
Clean beauty isn’t a checklist, it’s a spectrum. Arm yourself with knowledge and read ingredient lists. Because the cleanest approach is being an informed consumer who knows exactly what they’re buying and why.
Illustrations by Megan Badilla
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