How to Spot “Clean Beauty Washing”
With so many “clean beauty” claims on shelves, it’s hard to know which products are genuinely safe and eco-friendly and which are just cleverly marketed. Many brands engage in “clean beauty washing”,using buzzwords and eye catching labels that make them appear ethical and natural while still including potentially harmful ingredients. Becoming a smart, clean beauty consumer involves looking beyond the surface, understanding logos and certifications, and, when possible, supporting small batch, handmade personal care products that often prioritize quality and transparency.
Here’s how to spot clean beauty washing, read labels like a pro, and explore the benefits of small batch products for a truly clean and conscious skincare routine.
Common Logos on Personal Care Products: What They Really Mean
Here are some common certifications and logos you’ll find on clean beauty products and what they actually guarantee:
Leaping Bunny
What It Means: This is one of the most trusted certifications for cruelty free products. It verifies that neither the product nor its ingredients were tested on animals at any stage.
What to Watch Out For: Some products may claim to be cruelty free without certification. Look for the Leaping Bunny logo, as it requires rigorous supply chain verification.
PETA Cruelty-Free and Vegan
What It Means: This logo indicates that the product isn’t tested on animals, and if labeled as vegan, it contains no animal-derived ingredients.
What to Watch Out For: This certification is less rigorous than Leaping Bunny, as PETA doesn’t require third party audits.
USDA Organic
What It Means: This certification applies primarily to food but can also be found on personal care products containing agricultural ingredients. It ensures that at least 95% of the ingredients are organic.
What to Watch Out For: A “USDA Organic” label is trustworthy, but be cautious with brands that claim “made with organic ingredients” without certification, as only 70% organic ingredients are required for that label.
EWG Verified
What It Means: The Environmental Working Group’s (EWG) certification is highly respected. EWG Verified products meet strict safety criteria and transparency standards, avoiding chemicals of concern.
What to Watch Out For: Products without the EWG Verified label aren’t necessarily unsafe, but it’s worth researching ingredients further if you want the highest safety standards.
Certified Vegan by Vegan Action
What It Means: This certification guarantees no animal-derived ingredients and no animal testing.
What to Watch Out For: A product labeled “vegan” without certification may still use synthetic or harsh chemicals, so it’s worth checking the ingredient list.
Fair Trade Certified
What It Means: Fair Trade Certified products ensure that ingredients are sourced responsibly, with fair wages and safe working conditions for farmers.
What to Watch Out For: “Fair trade” claims without certification may not hold the same rigor, so look for official certifications to verify.
Red Flags of Clean Beauty Washing
When reading labels, be cautious of certain terms and practices that are often used to create a “clean” image without real commitment:
“Free From” Labels without Ingredient Transparency: Terms like “free from sulfates, parabens, or phthalates” are often used to appear clean, but if the ingredient list isn’t fully disclosed, other harmful chemicals may still be present.
Vague Terms like “Natural” or “Eco-Friendly”: These phrases sound good but are unregulated, meaning any brand can use them without meeting specific standards.
Fragrance or Parfum: “Fragrance” is a broad term that can hide synthetic chemicals, including phthalates, which are known endocrine disruptors. Unless a brand lists the source of fragrance (like essential oils), be cautious.
Why Small-Batch, Handmade Products Are Better:
One of the best ways to ensure you’re using clean, safe beauty products is by supporting small-batch, handmade brands. These products are often crafted with high-quality, natural ingredients, and the artisans behind them tend to prioritize transparency and sustainability over mass production.
Quality Ingredients: Small-batch brands often use pure, natural ingredients that are free from synthetic chemicals, preservatives, and fillers, as they’re made in smaller quantities and don’t require long shelf lives.
Transparency and Trust: Artisans typically list every ingredient in their products and are transparent about sourcing and production processes. You’re more likely to find ingredient transparency with small brands than with mass-produced beauty products.
Eco-Friendly Practices: Many small-batch makers prioritize sustainable practices, such as using minimal, recyclable packaging and avoiding harmful chemicals that can damage the environment.
Fewer Endocrine Disruptors: Without the pressure to meet the demands of mass production, handmade products often avoid the use of preservatives and other additives that can act as endocrine disruptors.
Support for Local Artisans: By buying small-batch products, you’re supporting local artisans and encouraging a more sustainable, community-focused beauty industry.
Clean Beauty Standards in the U.S. vs. Other Countries
In the U.S., beauty products face fewer regulations than in many other countries. For instance, the European Union bans or restricts over 1,300 chemicals in cosmetics, while the U.S. only bans about 30. This regulatory gap allows brands in the U.S. to use ingredients like parabens, formaldehyde releasing preservatives, and synthetic fragrances, which are limited or banned in the EU.
Due to this lack of regulation, U.S. consumers have to be especially vigilant. Certifications like Leaping Bunny, USDA Organic, and EWG Verified can help, but even these standards don’t fully align with stricter European regulations. This discrepancy highlights the importance of thoroughly checking labels, especially if a brand relies heavily on marketing buzzwords without transparency.
How to Be a Smarter Clean Beauty Consumer
To avoid falling for clean beauty washing, use these tips to navigate the labels and make more informed choices:
Read Ingredients Closely: Look for natural, recognizable ingredients and avoid vague terms like “fragrance” or “parfum.” Simple, clean ingredients like shea butter, coconut oil, and essential oils are safer bets.
Look Beyond Buzzwords: “Natural,” “organic,” and “pure” don’t mean much without certifications. Check for reliable labels like EWG Verified, USDA Organic, and Leaping Bunny.
Research Brands and Certifications: Get familiar with the most reputable certifications and read up on the brands you’re interested in. The more transparent a brand is about its sourcing and production, the more likely it’s truly committed to clean beauty.
Support Small-Batch Makers: When possible, choose handmade, small-batch products. These artisans often use minimal ingredients and avoid preservatives, offering a more authentic approach to clean beauty.
Use Ingredient Apps: Resources like the EWG’s Skin Deep Database or the Think Dirty app can help you quickly evaluate the safety of ingredients and ensure you’re making a clean choice.
By looking past marketing tactics, familiarizing yourself with reputable certifications, and choosing small batch brands when you can, you can navigate the beauty world with confidence. Real clean beauty is more than a label or a trend; it’s about quality, transparency, and prioritizing both your health and the planet. With a bit of research and awareness, you can make choices that align with your values and truly support your well-being.
