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The Rise of Clean Beauty
Is clean beauty just a fad or the future of skincare?
by Isha Fojas
Published Dec 20, 2024
More and more brands are pulling back the curtain on what's inside their products, where their ingredients come from, and how they're made.
Beauty is getting a makeover, and it’s not just skin deep. The focus has shifted to clean, sustainable practices that prioritize what’s good for the planet and your skin. With climate challenges and pollution affecting our daily lives, people are growing more conscious of what they use and its impact on the environment.
The chemicals, pollutants, and synthetic ingredients in many products can cause breakouts, sensitivities, and irritation. As a solution, clean beauty steps in with products that are safer for the skin and gentler on the planet.
In this Preview editorial, we spotlight the clean beauty brands redefining what it means to be healthy and sustainable.
YEL DELA PAZ BACS ARCEBAL
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"The Naked Truth About Clean Beauty" for Preview The Trend December 2024
Produced and Written by Isha Fojas. Photographed by Yel dela Paz. Creative Direction by Bacs Arcebal. Video by Jana Jodloman. Makeup by Angeline Mae dela Cruz. Hair by Raymart Espina. Styling by Raf Villas of RAFA Worldwide. Modeled by Sally of Luminary Models.
So, What Exactly Is Clean Beauty?
Clean beauty is about using products free from harmful chemicals like parabens, sulfates, and synthetic fragrances—ingredients that can irritate the skin or harm the environment. It prioritizes purity, making it safer for both your skin and the planet.
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Clean beauty is more than just a trend; it’s about transparency. Brands are becoming more open about what’s in their products, where ingredients come from, and how they’re made. While progress is ongoing, it’s encouraging to see the industry move toward greater accountability.
Here’s what to look for in clean beauty:
- No harmful chemicals (parabens, phthalates, sulfates)
- Cruelty-free and eco-friendly packaging
- Vegan and natural ingredients whenever possible
- Non-toxic, hypoallergenic formulations that work with your skin
YEL DELA PAZ
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Is “clean” the same as “natural” or “organic”? Not quite. While terms like "natural" and "organic" often lack consistent regulation, clean beauty prioritizes transparency and integrity, delivering products that are both safe and effective.
Though clean beauty isn’t flawless, some brands, like Drunk Elephant, are leading the way with their “Suspicious 6” philosophy, avoiding ingredients that can irritate the skin. Clean beauty is about understanding the skin’s needs and choosing products that help it thrive.
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The Dark Side of Clean Beauty
YEL DELA PAZ
The rise of clean beauty has led to a troubling trend: greenwashing. This occurs when brands falsely market themselves as “clean” or “sustainable” to appeal to eco-conscious consumers without adhering to those values. Greenwashing misleads consumers and undermines genuine sustainability efforts.
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YEL DELA PAZ
What is Greenwashing?
Greenwashing is when a brand claims to be natural, organic, sustainable, or eco-friendly but fails to back it up with meaningful action. Clever marketing tactics create an illusion of eco-consciousness, making it difficult for consumers to distinguish between brands genuinely committed to sustainability and those merely hopping on the clean beauty bandwagon.
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The Lack of Accountability
One of clean beauty's challenges is the absence of standardized definitions for terms like “clean” and “natural.” Without clear guidelines, brands can label products as “clean” without truly meeting those standards. This lack of accountability makes it hard for consumers to make informed choices.
YEL DELA PAZ
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How to Spot Greenwashing
- Look for Transparency: Genuine clean beauty brands provide detailed information about ingredients and sourcing.
- Check for Certifications: Third-party certifications (like USDA Organic or Fair Trade) indicate a brand’s commitment to sustainability.
- Beware of Buzzwords: Terms like “non-toxic” and “eco-friendly” are often used without evidence. Look for clear, verifiable details.
- Consider the Big Picture: Don’t be fooled by a few “eco-friendly” products; evaluate the brand’s overall sustainability practices.
- Long-Term Goals Matter: Brands committed to sustainability will have measurable progress and share their initiatives.
Is Clean Beauty a Scam?
Though clean beauty has its flaws, many brands are making genuine efforts to be more sustainable. It’s not a one-size-fits-all solution, but it provides an opportunity to reduce exposure to harmful chemicals and support companies working toward more eco-friendly practices.
YEL DELA PAZ
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The key is to stay educated, ask the right questions, and demand transparency. When done right, clean beauty can have a positive impact—not only on the skin, but also on the planet.
YEL DELA PAZ
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Clean Beauty Brands to Know
Kosas
Kosas proves that clean beauty can be both simple and powerful. Their formulas use just the right ingredients to make your skin look and feel amazing—no fillers, no fluff. With clinical safety testing and a focus on nature-driven, skin-loving ingredients, Kosas is a must-try for sensitive skin that craves high performance.
KOSAS
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Revealer Concealer, P2999, KOSAS, lookatme.com.ph
Pure Culture
Born from the personal experiences of three Filipinas, Pure Culture is all about clean, community-driven skincare. With a focus on natural alternatives for sensitive skin, they’ve created a brand rooted in transparency, authenticity, and a passion for holistic beauty.
PURE CULTURE
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Wild Algae Glow Up Serum, P1080, PURE CULTURE, Shopee, Lazada, Beauty Bar, and purecultureph.com
RMS Beauty
RMS Beauty is where organic meets luxury. Founded by makeup artist Rose-Marie Swift, this brand is known for its multitasking, skin-loving products that deliver stunning results while nourishing your skin. Plus, with refillable packaging, RMS proves clean beauty can be both high-performing and sustainable.
RMS BEAUTY
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UnCover-Up Concealer + Foundation, P2970, RMS BEAUTY, sephora.ph
Biossance
Biossance is leading the clean beauty charge with skin-identical squalane, bioengineered from sustainably sourced sugarcane. Their science-backed products hydrate and repair, all while protecting the planet with recyclable packaging and a commitment to ocean conservation. Talk about beauty with a conscience.
BIOSSANCE
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100% Squalane Oil, P2610, BIOSSANCE, sephora.ph
Drunk Elephant
Don’t be fooled by Drunk Elephant’s fun, quirky vibe—this brand is all business when it comes to skin. They take their science seriously, focusing on biocompatible ingredients and cutting out the “Suspicious 6” (essential oils, silicones, drying alcohols, etc.). It’s no wonder they’re a favorite for those who want effective, clean skincare that truly works.
DRUNK ELEPHANT
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C-Luma Hydrabright Serum, P3950, DRUNK ELEPHANT, lookatme.com.ph
Jane Iredale
Jane Iredale was ahead of the clean beauty curve, creating makeup that nourishes as it beautifies. Her iconic Amazing Base Loose Mineral Powder was a game changer, loved by dermatologists and patients alike for its ability to soothe, protect, and enhance skin—without irritation. But our personal favorite? Their new Lash Fixation Length & Definition Tubing Mascara.
JANE IREDALE
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Lash Fixation Length & Definition Tubing Mascara, P1500, JANE IREDALE, Rustan's
Grown Alchemist
Grown Alchemist is the ultimate blend of nature and science—think plant-based ingredients backed by solid research. This Australian-born brand knows that healthy skin starts with cellular regeneration, so they’ve crafted products that work with the skin's natural functions, making it thrive (and look gorgeous while it does).
GROWN ALCHEMIST
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Gentle Gel Facial Cleanser, P2500, GROWN ALCHEMIST, Rustan's Makati
Farmacy Beauty
Farmacy Beauty isn’t just about fresh, farm-sourced ingredients—they’re all about giving back to the farm community, too. By supporting Feeding America, Farmacy takes its mission of nourishing skin to the next level, pledging to donate millions of meals each year. It’s clean beauty that’s good for your skin—and good for the world.
FARMACY
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Green Clean Makeup Meltaway Cleansing Balm, P1800 (50ml) to P2700 (100ml), FARMACY BEAUTY, Lazada, Sephora, and lookatme.com.ph
Caudalie
Caudalie has long been known for its luxurious, grape-powered skincare, using everything from resveratrol to viniferine to keep your skin looking its best. But they’re also a sustainability champion, supporting global reforestation and creating plant-powered products that are as eco-friendly as they are effective.
CAUDALIE
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Beauty Elixir, Starts from P1140 (30ml) to P3170 (100ml), CAUDALIE, sephora.ph
Tower 28
Sensitive skin, meet Tower 28. With products that focus on non-irritating, high-performance formulas, this brand has cracked the code for beauty that works without causing flare-ups. Plus, its eco-friendly, recyclable packaging and rigorous testing prove that clean beauty can be both effective and sustainable.
TOWER 28
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BeachPlease Cream Blush, P1999, TOWER 28, lookatme.com.ph
A Step Forward for Beauty
YEL DELA PAZ
Clean beauty is paving the way for safer, more sustainable choices, especially for sensitive types. While it's not a flawless solution, these brands are raising the bar with transparency, eco-friendly practices, and top-notch performance—proving you don’t have to compromise to be kind to your skin and the planet.
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YEL DELA PAZ
YEL DELA PAZ
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But true sustainability requires broader systemic changes, such as stricter regulations on emissions and plastic waste. By supporting clean beauty brands and making informed choices, we contribute to a movement that values both our skin and the environment. While we celebrate these strides, let’s keep pushing for a healthier planet.
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