We see it everywhere: “clean” mascara, “clean” skincare, “clean girl” aesthetics. The word has taken over beauty shelves and TikTok routines alike, but what does “clean” really mean?
Here’s the truth: it doesn’t mean anything officially. There’s no FDA-approved definition, no universal checklist, and no regulation around who gets to label their product as clean. Brands can define it however they like and often do. That’s left many of us wondering: is it about health? Transparency? Ingredients? Ethics?
Clean beauty has become one of the most talked-about movements in the industry, but it’s also one of the most misunderstood. As a makeup artist and conscious consumer, I’ve spent years navigating the grey area. Reading ingredient lists, testing formulations, and learning what works for real skin in the real world.
If you’ve been thinking about making more mindful swaps, whether it’s your everyday mascara or your entire shelf. I’ve pulled together a few suggestions below to help you start with confidence.
Because clean beauty isn’t a trend. It’s a conversation.
1. Clean Beauty Isn’t Just a Trend. It’s a Shift
To me, clean beauty is all about more conscious formulation, with skin health, safety, and transparency in mind. There’s a lot of noise out there, but when you focus on intention and performance, it all starts to make sense. You don’t need to compromise your values to get amazing results.
2. Not All Categories Are Created Equal
Some clean products are incredible, especially liquid blushes, cream bronzers, and skin tints. Others, like waterproof setting sprays, are still catching up. My kit is fully vegan and cruelty-free, but I always keep it honest: clean beauty is evolving fast, and it’s exciting to see how far it’s come.
3. Start Your Swaps with Lips
You’re literally ingesting whatever’s on your lips, so it’s the first place I tell people to start. A lot of lip balms and masks still contain polyethene, which is basically liquid plastic. Swap those out first, then look at your mascara and anything that goes near your eyes.
4. Red-Flag Ingredients to Watch Out For
There are certain ingredients I just won’t touch like polyethylene, parabens, aluminium, mineral oils, phthalates. We have better, safer alternatives now. If we can choose better for ourselves and the planet, why wouldn’t we?
5. The Are the Brands in My Kit
For foundation, I love Haus Labs Triclone SkinTech and RMS Beauty’s ReEvolve, both of which give beautiful, skin-loving coverage. Kosas Revealer and Tower 28’s Swipe Serum are my go-to concealers, and I always set with Kosas Cloud Set Powder. For eyes and lips, ILIA, Saie, Merit, and Milk Makeup are staples. ILIA and Merit especially deserve more love. Their formulas are quietly brilliant and wear like a dream.
6. Clean Can Still Go the Distance
I use clean products on set and for brides, and they hold up. As long as you prep well (Milk Makeup’s Hydro Grip Primer is a must), they last beautifully. Unless you’re dealing with extreme conditions or needing heavy waterproofing, clean formulas can absolutely keep up.
Clean beauty isn’t about being perfect. It’s about being informed. For me, it’s about health, integrity, and doing better where we can. Whether you’re swapping one product or rethinking your entire routine, the goal is never pressure. It’s progress. Start slow, stay curious, and build a routine that reflects what matters most to you.
