Staying informed about clean and sustainable beauty brands is becoming increasingly important, especially as the market is expected to grow significantly in the coming years. More consumers are making the switch to vegan, cruelty-free, and eco-friendly products that are not only better for the planet but also gentler on the skin.
However, with thousands of beauty brands available—many claiming to be the safest and most effective—it can be overwhelming to find truly clean options. This challenge is even greater for the 70% of Americans who shop online, where product labels and ingredient lists aren’t always easy to access.
The good news is that by adopting a few smart shopping habits, you can confidently choose clean beauty products. Here are six key steps to help you build a collection of safe, sustainable, and effective skincare and makeup.
Start by reading the label. If a product doesn’t provide an ingredient list—either on the packaging or online—it’s best to move on. Trustworthy clean beauty brands are transparent about their formulations.
Clean beauty products are made with ingredients that are safe for both people and the environment. While many of these ingredients are natural, some are lab-created, like hyaluronic acid and vitamin C. The key is ensuring that even synthetic ingredients are non-toxic and eco-friendly. If a product is labeled as vegan, it should not contain any animal-derived components.
Unfortunately, many beauty products in the U.S. still contain harmful ingredients. It’s important to familiarize yourself with common toxic substances to avoid, as well as beneficial ingredients to look for in clean skincare.
Certifications can also help you identify trustworthy brands. Earning certifications requires time and effort, so companies that go through the process demonstrate a commitment to safety, authenticity, and sustainability. Some well-respected clean beauty certifications can serve as a reliable guide when evaluating products.
Since not all brands are honest about their sustainability claims, independent research is essential. Check the brand’s website for details on manufacturing processes, ingredient sourcing, and environmental initiatives. If this information is missing, it could be a red flag.
You can also search for the brand online to find news articles and customer reviews that verify its claims. The goal is to distinguish between genuinely clean brands and those engaging in greenwashing—a deceptive marketing tactic that makes products appear more eco-friendly than they really are. Brands often use vague terms like “natural” or “green” without any standardized definition in the beauty industry. Some even add fake bunny logos to suggest their products are cruelty-free. To be sure, always verify certifications on official websites like Leaping Bunny.
The Federal Trade Commission (FTC) helps protect consumers by enforcing fair marketing practices. One of its rules requires companies to clarify whether an environmental claim applies to the product, its packaging, or both, and to provide specific details. This information should be clearly stated on the packaging and in advertisements.
Another misconception is that clean beauty has to be expensive. While some brands use greenwashing to justify high prices, there are plenty of affordable options that don’t compromise on quality, safety, or sustainability. The best brands are transparent about their ingredients and practices, allowing you to make informed choices.
Many reputable clean beauty companies provide detailed information about their ethics and sustainability efforts on their websites. If you still have questions about ingredients, packaging, or other concerns, don’t hesitate to reach out. Brands that prioritize transparency will be happy to answer inquiries via live chat, email, or phone.
When shopping for clean beauty products online, knowledge is your best tool. The more you understand about formulations, packaging, and ethical practices, the easier it will be to choose high-quality vegan skincare and makeup that align with your values and benefit both you and the planet.