What 'Clean Beauty' Actually Means

TL;DR: “Clean beauty” has no legal definition. Any brand can use the term. That means it’s on you — and on us — to be specific about what it actually means. Here’s our honest take.

Not medical advice. All product claims are cosmetic claims only.

There Is No Legal Definition of “Clean Beauty”

Let’s start with the uncomfortable fact. The U.S. Food & Drug Administration does not define or regulate the term “clean” for cosmetics. The FDA also does not define “natural” for cosmetics — the agency’s page on Cosmetics Labeling Claims makes clear that cosmetic label claims must be truthful and not misleading, but there is no approved list and no standardized meaning for “clean,” “natural,” or “green.” The FDA’s guidance on “Organic” Cosmetics further confirms: “The term ‘organic’ is not defined in either of these laws or the regulations that FDA enforces” — and the same applies to “natural.”

What that means practically: a brand can put “clean” on its packaging and mean essentially anything it wants. That’s not a scandal — it’s just the landscape. And it means any honest brand has to fill in the definition themselves.

Why “Chemical-Free” Is a Nonsense Claim

Water is a chemical. Vitamin C is a chemical. The oat oil in your favorite cuticle serum is a collection of chemicals. Everything is chemicals — that’s not a problem, it’s just chemistry.

The “chemical-free” framing is a marketing device that works by making you afraid of a word, not a substance. It implies that synthetic = dangerous and natural = safe, which is demonstrably not true in either direction. Poison ivy is natural. Plenty of plant-derived ingredients cause allergic reactions. And as the FDA notes in its guidance: “An ingredient’s source does not determine its safety.”

We don’t use fear language because it’s inaccurate and it doesn’t serve you.

Good Synthetics vs. Bad Synthetics: What the Research Actually Says

The distinction that matters isn’t synthetic vs. natural — it’s what does the evidence say about this specific ingredient at this concentration for this use?

There are synthetic ingredients with excellent safety track records and evidence of efficacy: silicones that protect hair, polymers that hold formulas stable, preservatives that prevent microbial growth (and the infections that come with it). There are also synthetic ingredients with legitimate concerns backed by published data. The difference is the evidence, not the etymology.

The same applies to plant-derived ingredients. Botanical extracts are not inherently gentle or effective — they vary enormously in quality, concentration, and activity. “It’s plant-based” is a starting point for a conversation, not the conclusion of one.

What “Clean” Means to Us

Since the term has no legal weight, here’s what we actually mean when we use it:

Formulation that serves a purpose. Every ingredient is in there because it does a job, not because it looks impressive on a label.
No unnecessary risk. We don’t use ingredients where the weight of evidence raises genuine safety concerns at the concentrations in use.
Honesty about trade-offs. Preservatives exist because contaminated products cause infections. Fragrance makes products enjoyable to use. We’re not going to pretend those are evil.
What you can actually verify. Full ingredient lists on every product, always. You should be able to look up every INCI name if you want to.

You can read more about where we’re coming from on our About page and browse the formulations that reflect this approach in our award-winning range.

What to Actually Look for When Choosing Products

If “clean” on a label doesn’t mean much on its own, here’s what to look at instead:

Is the full INCI list available? If a brand hides its ingredient list, that’s a problem — not because everything secret is dangerous, but because you can’t make an informed decision.
Are claims specific and falsifiable? “Clinically tested” and “dermatologist tested” mean different things. Look for claims where the methodology is available or at least plausible.
Does the product do what it says? Results matter. A clean formula that doesn’t perform isn’t virtuous — it’s just expensive and ineffective.
Is the brand consistent? Does the “clean” claim hold across the whole range, or only on certain hero products? Consistency is a reasonable signal of genuine commitment.

FAQ

Is clean beauty regulated in the US?

No. The FDA does not regulate or define “clean beauty” as a category. Cosmetics labeling must be truthful and not misleading under the Federal Food, Drug, and Cosmetic Act, but the term “clean” itself has no legal standard. Each brand defines it for themselves.

Are natural ingredients always safer than synthetic ones?

No. As the FDA states, an ingredient’s source does not determine its safety. Many plants contain substances that are toxic or allergenic. Safety depends on the ingredient, concentration, and context of use — not its origin.

What does “free from” actually mean on a label?

It means the product doesn’t contain that ingredient. Whether that matters depends on whether the ingredient poses a genuine concern at typical cosmetic concentrations — which varies by ingredient. “Free from” is a description, not automatically a virtue.

How do I know if a beauty brand is being honest about its ingredients?

Look for full INCI lists, specific (not vague) claims, and brands that are willing to explain their formulation choices rather than just using fear language. Honest brands don’t need to make you afraid of competitor ingredients — they can just show you what they do and why.