FAQ: what is clean beauty and greenwashing?
What Is Clean Beauty—and Why Does It Matter?
In a world where skincare labels can feel like a foreign language, clean beauty offers a return to simplicity and transparency. But what does “clean” really mean?
What Is Clean Beauty?
Clean beauty refers to skincare, makeup, and personal care products made without harmful or potentially toxic ingredients. These formulas are crafted with a focus on non-toxic, skin-safe, and environmentally responsible ingredients, offering a safer alternative to conventional beauty products.
Clean beauty brands are committed to:
- Transparency in ingredient sourcing
- Avoiding harmful chemicals like parabens, sulfates, phthalates, and synthetic fragrance
- Prioritizing both your health and the planet
Whether you're shopping for a cleanser, serum, or lipstick, choosing clean beauty means supporting products that align with wellness and sustainability—inside and out.
What Is Greenwashing?
Greenwashing is a marketing tactic where a brand makes misleading claims about the environmental or health benefits of a product to appear “clean” or “eco-friendly.”
Unfortunately, not all that glitters is green.
Some companies may:
- Highlight one natural ingredient while hiding others that are toxic
- Use vague language like “natural,” “green,” or “non-toxic” without verification
- Display earth-toned packaging or eco-symbols without third-party certifications
Greenwashing can make it hard for consumers to make informed decisions. That’s why transparency and independent certifications matter more than clever marketing.
What Should You Look for on Product Labels?
Reading product labels is essential when choosing truly clean skincare. Here’s what to focus on:
✅ Look for:
- Ingredient lists with recognizable names (like jojoba oil or green tea extract)
- Certifications such as Leaping Bunny, EWG Verified, or USDA Organic
- Brands that clearly share sourcing and manufacturing practices
🚫 Avoid:
- Long lists of synthetic chemicals that aren’t plant-based
- Vague terms like “fragrance,” “parfum,” or “eco-friendly” without explanation
- Lack of transparency or third-party validation
Ingredients to Love—and Ingredients to Lose
Knowing which ingredients help your skin thrive (and which to steer clear of) is key to building a clean beauty routine.
Clean, skin-loving ingredients to look for:
- Jojoba oil, argan oil, and tamanu oil – deeply nourishing and rich in essential fatty acids
- Aloe vera, chamomile, and green tea – calming, antioxidant-rich botanicals
- MSM, vitamin C, hyaluronic acid – well-studied, non-toxic skin enhancers
Ingredients to avoid:
- Parabens – linked to hormone disruption
- Sulfates – can strip the skin’s natural barrier
- Phthalates – often hidden in “fragrance” and linked to various health concerns
- Synthetic fragrance – can contain hundreds of undisclosed chemicals
Why Is Clean Beauty More Expensive?
If you've ever wondered why clean beauty products come with a higher price tag, here's why:
- Premium ingredients: Clean products use high-quality, often organic or ethically sourced botanicals
- Ethical sourcing: Paying fair wages and sourcing sustainably increases costs—but it’s the right thing to do
- Small batch production: Ensures freshness and reduces waste
- Testing and certifications: Clean brands invest in rigorous testing for safety and transparency
- Innovation and R&D: Creating effective formulas without harsh ingredients takes time and research
Supporting clean beauty isn’t just a purchase—it’s a choice to invest in your health and the future of the beauty industry.
Our Commitment to Clean Beauty
At Ästhetik Skincare, this is more than a trend—it’s the foundation of everything we do. From the beginning, our mission has been to create high-performance, non-toxic skincare that delivers real results without compromise.
Every product we make is Leaping Bunny certified, cruelty-free, and formulated with clean, skin-nourishing ingredients that support both your well-being and the planet.
We’re proud to share that our Liquid Gold Serum won 2nd place in the 2025 Clean Beauty Awards, recognizing its excellence in safe and effective skincare.
Explore our clean beauty collection here and see the difference for yourself.
