Clean Beauty is Getting Messy: Real Benefits or Just Smart Marketing?

Remember when charcoal toothpaste was a thing? The hygiene and wellness trend that seemingly sprung to life out of nowhere in the late 2010s—just to mysteriously fade to the background after a couple years?

And if it wasn’t charcoal toothpaste, chances are, there’s still a beauty fad you know of that seemed legit, but was probably just a genius marketing ploy. From jade rollers to collagen water, the beauty world is full of trends that seemed groundbreaking… until they weren’t. Many of them turned out to be more about clever branding than real, lasting benefits.

Enter clean beauty. Over the past few years, it's become the gold standard—or at least, the golden promise—of beauty marketing. But does it actually live up to the hype? Is “clean” a meaningful label, or just another buzzword wrapped in recycled packaging? Let’s find out!

Before we talk benefits, though, let's start with what clean beauty even means (and why that’s not as clear-cut as it sounds).

Seriously, What IS Clean Beauty?

Well, similar to other ambiguous beauty industry terms, like sustainable, natural, or green, clean sounds great, but there’s not a way to qualitatively measure it. There’s no official regulatory body that certifies whether a product is truly clean, so the term can mean different things to different brands, businesses, and consumers.

For some, it means no synthetic ingredients. For others, it means no known toxins or irritants. And then there are those who tie it to ethical sourcing or eco-conscious packaging. Essentially, clean beauty sits in a grey area, it’s more of a philosophy than a guarantee. Which begs the question: how do you really know if what you're using is as “clean” as it claims to be?

The History (and Rise) of Clean Beauty Products

Contrary to how it might feel, clean beauty didn’t actually materialize overnight—in fact, it grew its first roots in the early 90s! You can thank Burt’s Bees’ Lip Balm for that.¹

But what sparked the shift? And why has it gained so much momentum since? Well…

Consumers Want to Lead “Cleaner” Lifestyles

The rise of clean beauty is closely tied to a broader cultural shift: consumers becoming more mindful of what they put in—and on—their bodies. As organic food, sustainable fashion, and wellness trends gained traction, beauty products were the next logical step. People started scanning ingredient labels, avoiding chemicals they couldn’t pronounce, and seeking transparency from brands. This growing demand was more than just avoiding harm it, was about aligning personal care with personal values like health, ethics, and environmental responsibility.

Brands Begin to Rethink Ingredient Lists

As awareness around synthetic ingredients, allergens, and long-term health risks grew, pioneering companies began taking matters into their own hands. Rather than waiting for regulators to step in, these brands started auditing their formulas, removing controversial ingredients, and proudly advertising “free-from” claims. Whether motivated by genuine concern or savvy marketing, the result was the same: a new wave of beauty products that prioritized ingredient transparency and consumer trust.

Regulations Struggle to Keep Up

While demand for clean beauty surged and consumers became more ingredient-aware, regulatory bodies lagged behind. In many countries, including the U.S., cosmetic regulations haven’t been significantly updated in decades. With few enforceable rules around what constitutes “clean” or “safe,” much of the responsibility has fallen to brands, watchdog organizations, and third-party certifications.

What does this mean for beauty business owners and consumers? A confusing, inconsistent landscape where the clean beauty label is still largely defined by who’s selling it.

Why “Clean” Doesn’t Make Sense

“Clean beauty” sounds reassuring. It’s a promise of purity, safety, and responsibility. But peel back the label, and you’ll find a term that’s as vague as it is popular. With no industry-wide definition or regulation, “clean” can mean just about anything a brand wants it to. This leaves consumers vulnerable to misleading claims, inconsistent standards, and products that may not be any better than their so-called “dirty” counterparts.

Fear-based Marketing and Greenwashing

As consumers grew more health-conscious and ingredient-aware, many brands saw an opportunity—not just to educate, but to capitalize. Instead of empowering buyers, some leaned into fear-based marketing: pushing terms like toxic, chemical-free, or non-toxic to stir emotion rather than provide clarity. What followed was a wave of anxiety-driven purchases and a growing divide between “clean” and “dirty” products, even when the science doesn’t always support such a black-and-white distinction.

If a product is labeled ‘clean’ beauty, I won’t touch it. I’ve been a makeup junkie for like 20 years and have had products go bad only in the last year or so, when I tried a few ‘clean’ products. Never again.²

Fear-based marketing often overlaps with greenwashing, which is when brands deliberately exaggerate or fabricate their eco-conscious efforts to win over potential buyers. A product might feature earthy packaging, leaf imagery, or buzzwords like eco-friendly or natural—while still containing synthetic, unsustainable, or even harmful ingredients.

No Universal Standard = No Accountability

One of the biggest issues with the term “clean” is that there’s no official definition or regulatory benchmark to measure it against. Unlike terms like “organic,” which require certification in certain industries, “clean” in beauty is entirely self-assigned. That means one brand’s “clean” might ban 10 ingredients, while another bans 1,000.

Here’s how YOU can cut through the fluff:

• Look Beyond the Label: Don’t just trust the “clean” label—research the ingredients, sourcing practices, and company values behind the product.

• Seek Transparency: Choose brands that openly share ingredient lists and sourcing information. Transparency builds trust.

• Look for Third-Party Certifications: Verify clean claims with trusted certifications or standards (e.g., Ecocert, Leaping Bunny).

• Avoid Fear-Based Marketing: Watch out for brands using terms like “toxic,” “chemical-free,” or “non-toxic” to trigger fear instead of providing clarity.

• Prioritize Scientific Backing: Ensure products have proven, scientifically-backed benefits—avoid buzzwords without substance.

• Stay Informed: Keep up with the latest research and regulations in the beauty industry to make informed decisions for your business and clients.

Without consistent criteria or oversight, consumers are left navigating a murky landscape where marketing claims can be more persuasive than scientific backing. This lack of accountability opens the door for confusion, inconsistency—and, in many cases, misinformation.

The Real Concerns About Clean Beauty

For years, consumers applied lotions, serums, and shampoos without a second thought. But then came the headlines: parabens linked to hormone disruption, formaldehyde in hair treatments, fragrance loopholes hiding dozens of unknown chemicals.

People started asking questions. Why are some ingredients banned in the EU but still allowed in the U.S.? Why do cosmetic companies get away with vague labeling? And who’s actually regulating all this?

Turns out, the FDA doesn’t require cosmetic products to be pre-approved before hitting the market.³ That means it’s often up to consumers (and retailers) to do their own research, albeit without the science degree or a chemistry lab. Cue the rise of “clean beauty” as both a safety net and a symbol of taking back control.

So yes, while “clean” may be fuzzy around the edges, the concerns that fuel it are very real.

So, is Clean Beauty a Scam?

No—but that doesn’t mean you shouldn’t stay vigilant when looking for new services or products to offer at your business. Clean beauty isn’t inherently dishonest either, but it is often misunderstood. The term has become a catch-all, sometimes used with care and integrity, other times tossed around as a shiny label with little substance behind it.

Okay, so, now what? Well, stop trusting the buzzwords! Dig deeper into ingredient lists, sourcing practices, and brand values. Look for transparency, third-party certifications, and scientific backing—not just aesthetic packaging or fear-based language. As a beauty business owner, doing your homework protects your clients while positioning you as a thoughtful, trustworthy expert in an increasingly-saturated space.

Because in the end, clean beauty works best when it’s built on clarity, not confusion.

Sources:

1. https://www.allure.com/
2. https://www.reddit.com/r/BeautyGuruChatter/
3. https://www.fda.gov/