Did you know that over 50% of consumers now actively seek out ‘clean’ beauty products, but the term remains wildly unregulated? The ‘clean beauty’ movement has emerged as both a buzzword and a battleground in the skincare industry. On the one hand, it has ignited a much-needed shift towards transparency, ingredient safety, and ethical production. On the other, it has become fertile ground for misinformation, fear-mongering, and marketing hype. Let’s be honest – there are complexities here that deserve a closer look.

What is Clean Beauty?

At its core, the clean beauty movement champions products that are safe for people and the planet. In its truest form, this means formulations free from ingredients known to be toxic, harmful, or disruptive to our health (think PFAS, pesticides, and endocrine disruptors). It’s about prioritising simplicity, efficacy, and honesty over unnecessary fillers and long-winded ingredient lists that cause more confusion than results.

But here’s where it gets tricky: the lack of regulation. The term ‘clean’ isn’t officially defined, which means brands can interpret it however they please. Some take it seriously, dedicating themselves to rigorous research and science-backed safety. Others slap the label on anything that ‘sounds’ natural, capitalising on consumer fears without doing the work to prove their products are safe or effective.

A Growing Resistance: The Industry Pushback

As the clean beauty movement grows, so too does the resistance from larger players in the industry. We’re witnessing a troubling pattern of gaslighting, where genuine concerns about harmful skincare ingredients are dismissed as alarmist or unfounded. Ingredients like PFAS – the infamous “forever chemicals” – and endocrine disruptors such as parabens and phthalates are often defended using outdated studies or ambiguous claims of “safe in small amounts,” despite mounting evidence to the contrary.

For instance, PFAS, widely used for their water-resistant properties, have been linked to health risks including hormone disruption, immune system impairment, and even cancer. Similarly, endocrine disruptors interfere with the body’s hormonal balance, with studies showing their potential role in fertility issues, developmental problems, and other long-term health concerns.

Instead of engaging transparently with these findings, many industry giants choose to muddy the waters. They accuse clean beauty advocates of spreading pseudoscience, all while neglecting to provide updated, independent research to support their claims. The result? Confusion, misinformation, and a lack of trust among consumers.

This gaslighting isn’t just frustrating – it’s dangerous. By dismissing concerns or labelling them as fear-mongering, the industry slows progress towards safer, better-regulated skincare products. It’s up to conscious consumers, independent researchers, and small businesses to continue demanding transparency and prioritising human health over convenience or profit.

Small Businesses Fighting the Good Fight

This is where small businesses like mine come in. My journey into clean beauty wasn’t just about skincare – it was about taking control of what I expose my body to every single day. As someone who carries the BRCA2 gene mutation, I’m more conscious than ever of reducing my exposure to unnecessary chemicals. It’s a personal mission that extends far beyond beauty trends. When I first started my journey into formulating skincare, I was at my wit’s end. My skin was persistently irritated, and no matter how much I spent on high-end products, it just wouldn’t improve. Out of frustration, I started digging into the ingredients in my own bathroom cabinet. What I found shocked me: PFAS, endocrine disruptors, synthetic fillers – all hidden in products I trusted. That moment was a turning point. I realised, “If I can’t trust what’s already out there, I’ll create something better myself.”

• No PFAS or forever chemicals: These are synthetic chemicals that build up in our bodies and the environment, with serious long-term health implications.
• No ingredients containing pesticides: We choose raw materials that are ethically sourced and free from harmful contaminants.
• No endocrine disruptors: These chemicals interfere with hormonal balance, and avoiding them is a non-negotiable for me.
• No unnecessary fillers: Every ingredient serves a purpose, either for skin health or product stability.

What drives me – and other like-minded small businesses – is the belief that skincare shouldn’t compromise your health. It shouldn’t cause sensitivities, confuse you with smoke-and-mirror marketing, or leave you wondering if you’ve just applied something toxic to your face.

Why This Matters

Ultimately, this movement isn’t about creating paranoia or pitching natural ingredients as magic. It’s about striking a balance – choosing ingredients that are proven safe and effective without overloading products with unnecessary chemicals or fillers. For example, ingredients like aloe vera or glycerin are both natural and scientifically backed to soothe and hydrate the skin, showcasing how clean beauty can deliver results while staying practical. It’s about helping you make informed choices and reclaim control over what you put on your skin. Clean beauty, at its best, is an opportunity to push back against the status quo, demand better standards, and create a future where skincare is safer, simpler, and more transparent for everyone.

So here’s to small businesses, conscious consumers, and those brave enough to challenge the industry’s gaslighting. Clean beauty is complicated, but it’s a fight worth showing up for.