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Shoppers are increasingly concerned about potentially-harmful ingredients in their beauty products, and paying close attention to the small print on the bottle.
A pandemic that saw many people focus less on the contents of their makeup bag and more on their skincare routine has also helped boost clean beauty sales.
Driven by factors such as a lack of labeling transparency and a demand for ethically- and environmentally-sound products, sales of clean beauty products have skyrocketed in recent years.
There is no standardized definition regarding what clean beauty actually means, and the unregulated nature of the industry means manufacturers can create their own definitions.
A lot of buyers believe that buying into clean beauty products means taking an all-natural approach. But many products classifying themselves as clean may still contain non-harmful synthetic ingredients.
A natural tie-in with the enduring trend for 'clean eating,' the clean beauty movement has gathered pace as consumers have become increasingly wary of synthetic ingredients and the effects on their bodies.
The term is generally applied to products free of ingredients that could be harmful to users or to the planet.
Much like the concept of 'eating clean,' clean beauty suggest an all-natural approach that's beneficial to people and planet.
According to industry insiders, the global clean beauty market is set to reach US$22 billion by 2024, with 'clean' products cropping up everywhere from the high street to high-end retailers.
Clean beauty products and 'natural' beauty products share similarities, but are not one and the same. Although it's another unregulated term, many 'natural' products will declare themselves entirely chemical-free.
Some smaller cosmetics firms launched products marketed as 'safe,' 'non-toxic,' or 'pure' to highlight their clean credentials before the term clean beauty caught on in a big way.
Major players such as Sephora and Target have followed suit with clean ranges, based on their own lists of certain banned ingredients.
Advances in the field of clean beauty mean that many chemical-free products perform as well as traditional brands, boosting buyer confidence and convincing many people to make the switch.
While the European Union has banned some 1,300 chemicals for use in cosmetics (an umbrella term covering products such as body lotions, hair dyes, and deodorant alongside makeup), the US has banned or restricted only 11.
Wary shoppers in the US need to watch out for formaldehyde–a known carcinogen banned in EU cosmetics–as well as parabens, which have been linked to reproductive problems and are also banned in the EU. And that's just the tip of a rather alarming iceberg.
Concerns have been raised about the safety of phthalates, commonly found in beauty products in the US. Pesticides, carcinogens, and other elements of concern often show up in cosmetic products.
Harmful parabens often lurk in shampoos and other hair products, leading many manufacturers to declare their products paraben-free.
Even with a long list of banned ingredients, the UK has been key in leading the charge for clean beauty. The British brand REN, which launched in 2000, has been a real trailblazer in the clean beauty market.
Marketing themselves as free of harmful toxins and chemical nasties, many clean beauty companies also put an emphasis on sustainable packaging to create products that are less harmful to skin, body, and planet.
Not to be confused with organic cosmetics, clean beauty products may use natural ingredients, but the main selling point is that they are free of ingredients that have been linked to harmful side effects.
The average American woman uses 12 cosmetic products on her body each day, which add up to around 168 chemicals, according to the Environmental Working Group (EWG), which is a health advocacy group campaigning for truly clean cosmetics.
The EWG has pointed to a large number of chemicals in cosmetics that have been linked to birth defects, cancer, or reproductive problems.
The EWG's Skin Deep campaign highlights best practices in the industry, and allows consumers to search its database to see which products meet its strict transparency and product safety criteria.
Increased awareness about the possible dangers of skincare regimes has led to a surge in demand for safe products, and increasing pressure for better labeling of products so that consumers can make truly informed decisions.
Critics of the clean beauty movement say that the chemical doses found in cosmetics are too low to do any damage, and that buyers are blindly buying 'safe' botanicals that can lead to skin problems.
The EWG says that, while these chemicals pose little risk on their own, repeat exposure can be linked to serious health problems.
Organic, chemical-free products aren't always kinder to skin than those with chemical ingredients. Consumers should still exercise caution when using clean products for the first time.
There is no one-size-fits-all approach to a clean beauty regime, but a good way to start is simply to pare it down. By using fewer ingredients, you'll be cutting down on exposure to potentially-problematic ingredients.
The wealth of information and conflicting opinions around cosmetics can make it hard to know where to start cleaning up your routine. It's worth scanning your favorite products for any suspect ingredients, but also pays to make sure clean alternatives live up to the name.
Sources: (EWG) (Forbes) (The Washington Post)
See also: Holistic skincare rules to live by
What does "clean beauty" really mean?
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LIFESTYLE Skincare
When it comes to cosmetics and skincare, shoppers are increasingly looking for products that won't damage their bodies or the environment in the pursuit of beauty. The words "clean beauty" can make a product seem instantly appealing, but what does the term actually mean? In a largely-unregulated industry, these beauty buzz words entice eager consumers, even when it's not clear what they are buying into. Ready to cut through the hype? Click through the following gallery to discover what clean beauty really means.