Feature Photo from Photo by Shiny Diamond at Pexels.com
Over the past few years, I have become increasingly fascinated with the concept of clean beauty. As I learned more about the industry’s lack of regulation and the questionable chemicals and ingredients found in many products, I became more determined to detoxify my entire beauty routine. Shockingly, I discovered that over 1,300 ingredients are banned in the EU, while only 11 are prohibited in the US.
While I have made significant strides in cleaning up my skincare routine, makeup has proven to be more challenging. Nonetheless, I refuse to compromise on performance or ingredients and am in search of sustainable makeup brands that offer both beautiful products, long-lasting results and lack any toxic additives, and you should do the same. This week, I’ve brought to you a run down of what a clean makeup brand is all about, plus a few brand recommendations I can’t live without.
THE TOXIC ASPECT OF MAKEUP
Make-up has always been about covering up imperfections. The idea of a short-term fix to an underlying issue is at its essence the very conception of the product. This thinking, therefore, makes us unaware or blind to the nature of the production of these products and ultimately uncaring of their toll on the environment.
Almost all chemical compounds within conventional makeup are synthetic, meaning they are made in a factory by the lowest bidder. This also means they are made using the cheapest method and to the lowest acceptable quality. Many make-up products contain chemicals extracted from Crude Oil or other naturally occurring fossil fuels, not to mention toxic metals.
While these give the desired effect they may have horrendous consequences for the user. Queen Cleopatra used to use a lead-based eyeshadow for its reflective capabilities, and while we think of these as primitive, most modern eyeshadows contain the same lead-based compounds that were used 2 thousand years ago.
As well as using natural resources to produce these products, washing them through sinks into ecosystems is just as destructive. Currently, no major world government can remove toxic substances such as lead, magnesium or lithium through their current water treatment techniques sufficiently to hinder massive ecological damage.
All of this is before we discuss the use of crude oil in the production of plastic for containers, which is a fundamental part of the cheap, safe & hygienic transport of products. Plastic bottles, cases, pipettes and applicators all require the refining of crude oil and therefore the production of non-recyclable plastics.
WHAT MAKES A MAKEUP BRAND ETHICAL?
Adopting ethical practices is crucial for a makeup brand because it demonstrates a genuine commitment to social and environmental responsibility. In today’s world, consumers are becoming increasingly conscious of the impact their purchasing decisions have on various aspects of society. By embracing ethical practices, a makeup brand can win the trust and loyalty of these conscientious consumers. When I talk about ethical practices, these encompass a wide range of considerations:
Sustainable ingredients
When a brand sources sustainable ingredients, it reduces its ecological footprint and supports the conservation of natural resources. This resonates with environmentally-conscious consumers who value brands that take steps to minimize their impact on the planet. When searching for the right sustainable brand, don’t be afraid to ask them where the makeup ingredients come from and how they’ve been transported to your country.
Fair labour practices
Fair labour practices are equally important. By ensuring that their products are made under safe and fair working conditions, makeup brands can help protect the rights and well-being of their workers. This fosters a positive brand image and demonstrates a genuine commitment to human rights and social justice.
Packaging
The choice of packaging material can greatly affect a brand’s environmental footprint. Opting for eco-friendly and sustainable packaging materials, such as recycled or biodegradable materials, helps minimize waste and reduce the strain on natural resources. By prioritizing sustainable packaging, a brand can demonstrate its commitment to environmental stewardship and resonate with consumers who are increasingly concerned about the planet.
no animal testing
Another significant aspect of ethical practices in the makeup industry is the avoidance of animal testing. Many consumers are passionate about cruelty-free products and actively seek out brands that do not conduct tests on animals. By embracing cruelty-free practices, a makeup brand showcases compassion and respect for animal welfare, which can greatly enhance its reputation among animal lovers and ethical consumers.
Affordability
Affordability plays a crucial role in the success and accessibility of an ethical makeup brand in the mass market. While ethical practices are important, it’s equally important for the brand to be available to a wide range of consumers, to ensure:
- Inclusivity and Accessibility: Making ethical makeup products affordable ensures that they are accessible to a broader audience. Everyone should have the opportunity to choose products that align with their values, regardless of their income level. By offering affordable options, ethical makeup brands can democratise access to products that are better for the environment, animals and workers.
- Mainstream Adoption: The mass market represents a large consumer base with diverse purchasing power. To make a significant impact and drive widespread change, ethical makeup brands need to capture a significant share of this market. By offering affordable options, these brands can attract a larger customer base, including consumers who may have previously been hesitant to explore ethical alternatives due to cost concerns.
- Expanding Awareness and Education: Affordability can also contribute to spreading awareness and educating consumers about the benefits of ethical and sustainable makeup. When ethical products are priced competitively, more consumers are likely to give them a try, which opens the door to conversations about sustainability, cruelty-free practices, and fair labour. This creates an opportunity for education and helps shift consumer preferences towards ethical choices in the long run.
sustainability shouldn't mean compromise
It’s important to note that affordability doesn’t necessarily mean compromising on ethical standards. Ethical makeup brands can explore various strategies, such as efficient supply chain management, responsible sourcing and sustainable packaging, to strike a balance between affordability and ethical practices. By exploring alternative methods to animal testing and seeking out sustainable ingredient alternatives, brands can push the boundaries of what’s possible and drive positive change in the industry as a whole.
Ultimately, by embracing ethical practices, a makeup brand can establish itself as a responsible and socially conscious player in the market. This not only attracts a growing segment of consumers who prioritise ethical considerations but also contributes to a more sustainable and compassionate industry overall.
BRAND RECOMMENDATIONS
Here are some great brand recommendations for you to switch your makeup routine to a more sustainable one. Plus, they’re all fairly affordable too.
Maya Chia
As a clean luxury beauty brand, Maya Chia uses the highest quality natural ingredients to create exceptional formulations that continually push the boundaries of clean beauty innovation. Maya Chia products are never formulated with Parabens, Phthalates, Synthetic Fragrances, PEGs or SLSs. They work directly with farmers and cooperatives to ensure fair trade practices and support local communities.
As their brand name suggests, Chia oil is the mainstay of all their products in the Maya Chia line. They use sustainably harvested, organic, and non-GMO plant-based ingredients in their products and utilize a patented supercritical, oxygen-free and solvent-free extraction method for their Chia oil, that ensures the extraction of the most potent bioactive compounds from plant materials without the use of harsh solvents or chemicals which is a gentle and environmentally friendly process.
giving back
“Chia” is the word for “Strength” in the Mayan language. Maya Chia believes in giving back and are the corporate sponsor of Adopt-A-Village Guatemala, a non-profit organization that helps children and families by providing education and skills training so that they may improve their social and economic conditions. In 2021, Adopt-a-Village received the Energy Globe Award in honour of its sustainable organic gardening program in which it teaches Maya of all ages how to grow nutritious food for today and future generations. For more information visit:
MY PERSONAL FAVOURITE:
I love their patent-pending multi-correctional eyelash and eyebrow growth treatment which comprises the most advanced clean ingredient innovations clinically-proven to encourage the growth of longer, fuller and healthier lashes and brows while providing the immediate benefits of a lash and brow gel to naturally accentuate lashes and brows.
Related – WHAT IS CLEAN BEAUTY?
INIKA Organic
INIKA Organic is a proud Australian brand registered with the UK Vegan Society, ensuring its commitment to ethical practices. They use only 100% natural ingredients and offer a comprehensive list of ingredients on their website. With over 70% of their ingredients certified organic, all of their products are both clean and natural. From the Long Lash Vegan Mascara to the Liquid Mineral Foundation, INIKA Organic provides a complete range of ethical, vegan, halal and cruelty-free cosmetics that enhance your complexion.
INIKA Organic has won over 60 awards for product excellence and innovation, including the Organic Beauty Awards’ Best Skincare Brand 2020; their brand is the perfect choice for those who are passionate about both their beauty routine and the environment.
Lily Lolo
Lily Lolo is a UK-based makeup brand founded in 2005 by Vikki Khan, and named after her sisters, Lorraine (Lolo) and Lisa (Lily). Their first product, a natural mineral foundation, has become a popular choice within the natural beauty community. They have since grown to offer a full range of ethically-made beauty products and accessories that cater to the unique needs of conscious consumers worldwide.
All their makeup products are formulated with only natural, nourishing ingredients to provide flawless results without the use of synthetic chemicals. This is a cruelty-free brand that avoids the use of harmful chemicals, parabens, perfumes, or dyes. Additionally, 90% of their products are vegan-friendly. If you follow on Instagram or shop with this brand you can earn Clean Credits to receive discounts and special offers – you can also refer a friend and you will both receive a £5 voucher to spend online.
Au Naturale
Founder of Au Naturale Cosmetics Ashley Prange, once a nuclear analyst in Washington D.C., launched her brand of vegan, organic, paraben-free, and ethical make up.
Au Naturale are committed to creating colourful products that are conscious of people, planet and process and audit each and every supplier and ingredient to be sure that it is free of toxins, parabens, and gluten; their titanium dioxide and iron oxides are non-nano, Ecocert + COSMOS certified and whenever possible, they use USDA Certified Organic ingredients.
Their products are Leaping Bunny certified, a voluntary pledge that cosmetic, personal care, and/or household product companies based in the US or Canada make to clear animal testing from all stages of product development. You can download the App here, to check if a company is cruelty-free!
MY PERSONAL FAVOURITE:
My favourite is the natural liquid lip stain that delivers an all-day colour stay that is crafted with organic oils and waxes that provide nourishment and moisture. It’s Vegan + Cruelty-free, Gluten-free, Certified Organic and long-lasting.
Their products are also PETA certified; a stamp of approval that is given after a thorough application process ensuring that the brand is both cruelty-free and vegan, which means that their entire production process is free of animal testing and each of their formulations are free of animal derived ingredients.
Kjaer Weis
Kirsten Kjaer Weis, a Danish-born makeup artist based in New York, wanted to create a range of makeup products that did not cause skin irritation. Her vision led her to become a trailblazer in the realm of organic, luxury makeup and skincare.
Kjaer Weis’ beauty products are sustainable, high-performing, and have earned numerous awards. Their ingredients index lists the origin of each individual ingredient and which products it can be found in. Their ingredients are sustainably-sourced and the packaging is refillable, making the products kind to both the skin and the environment. In fact, 95% minimum of the plants these products contain are organic and there’s at least 20% of organic matter present in each product’s total formula (10% for rinse-off products).
MY PERSONAL FAVOURITE:
As sustainability has been a key focus since the brand was created, over 90% of their products are refillable and all packaging is eco-friendly, reusable, and made of sustainable materials like recycled paper and recyclable metals such as zamac, an alloy of metals that will last forever and can be refilled over and over. Their Red Edition compacts are my favourite as they are 100% refillable and recyclable and have been created to look like lacquered leather, crafted from glossy, featherweight paper that’s eco-friendly and perfectly compostable.
The Organic Pharmacy
Margo Marrone and Franco Marrone initiated The Organic Pharmacy in 2002, beginning with the first store on London’s King’s Road. Since then, the brand has expanded its line of products to include some of the most effective makeup items on the market.
With over two decades of experience and knowledge, The Organic Pharmacy has set new standards in clean, high-performing beauty. The brand’s formulations integrate herbal, homoeopathic and cosmetic elements, using organic ingredients whenever possible. All of their formulation ingredients meet the highest pharmaceutical and cosmeceutical standards. They are sourced sustainably and, when available, organically. Many of the products are vegan and none have ever been tested on animals.
Furthermore, the company’s packaging is eco-friendly, adhering to strict standards that include environmentally friendly production and processing – responsible use of natural resources, respect for biodiversity, and the avoidance of petrochemical parabens, phenoxyethanol, perfumes, synthetic colourants, and GMOs.
This company is truly one of the pioneers in clean beauty. In fact, it even supports causes such as ‘Women Supporting Women,’ an initiative powered by The Prince’s Trust charity, dedicated to helping vulnerable young women build a better future.
The organic pharmacy has pledged to help fund these women across The Prince’s Trust programs as part of the #changeagirlslife campaign.
Tower 28 Beauty
If you’re someone with ultra-sensitive skin, Tower 28 Beauty is the brand for you. Not only does it have an extensive list of banned ingredients, but it also adheres to National Eczema Association guidelines, ensuring there are zero potentially irritating components such as natural fragrances or essential oils in any of its products.
MY PERSONAL FAVOURITE:
One of my favourite products from the brand is the SOS Facial Spray, which contains hypochlorous acid to heal inflammation caused by acne, eczema, rashes, and sunburn. Applying it on clean skin before makeup can help soothe your skin and prevent any redness from showing through your makeup.
Beautycounter
Beautycounter has always been highly recommended to me, but I only recently decided to give it a go. Let me tell you, I regret not trying it sooner!
The brand’s primary objective is to provide clean makeup and beauty products that are actually effective, and they have certainly delivered on that promise.
With over 1800 ingredients on its “Never List” Beautycounter’s products are always formulated without harmful substances. Their Dew Skin Tinted Moisturiser is my personal favourite, as it contains non-nano zinc oxide that protects against UV rays without harming the skin or coral reefs.
TROPIC
Revolutionizing the beauty industry with their award-winning ethical products, Tropic Skincare has become one of the UK’s fastest-growing beauty companies. Their vegan products are freshly made using powerful, natural botanicals, harnessing the latest in green beauty innovation to be kinder to your skin and the planet and are free from artificial preservatives and toxins to give you a natural, healthy glow while being sustainable for the planet.
MY PERSONAL FAVOURITE:
My favourite is the Lip Fudge which repairs cracks and flakiness while sealing in moisture, so my lips look smooth and sumptuous. It contains 26 skin-conditioning plant extracts, naturally plumping omegas 6 and 9, and a creamy cocktail of botanical waxes for a high-shine finish, and is available in three options – Clear, Rosewood (a neutral tone), and Pink Guava (for a flush of pink).
Activist Skincare
Activist Skincare founder, Allison, and her assistant personally handcraft every small batch of products in their studio lab located in California, with a focus on environmental and ethical standards.
The brand only uses low-impact packing materials that are recyclable and/or compostable and made with post-consumer waste for every single order. Here are some key facts about this company that makes it one of the most successful in clean beauty:
- They’re proud members of 1% for the Planet, which means that they donate at least 1% of the annual sales revenue to environmental advocacy. In some years, they’ve been able to donate as much as 5%. These donations help support many nonprofits working in various aspects of protecting the environment.
- All their products are vegan and cruelty-free made using gentle, effective active ingredients that are non-irritating to the skin and non-toxic for the body and the planet.
- The company ensures a fair living wage for their employees with health benefits, paid holidays, PTO and sick days. They work in clean, safe, and respectful conditions that include mandatory breaks, music, and lots of free skincare.
- They provide a refilling service for all their beauty products. This practice helps reduce emissions and waste compared to single-use glass containers, even when the glass is recycled. Their refill pouches generate 99% less carbon dioxide (CO2) emissions and 75% less plastic waste than recycled glass containers, thanks to the manufacturing and shipping efficiencies created by using less material.
MY PERSONAL FAVOURITE:
My personal favourite product from Activist Skincare is their sea to skin cleansing gel, a sumptuous cleanser that gently removes makeup and impurities, it’s ocean-inspired, with a naturally-derived scent and is 100% natural in colour from blue spirulina. Another favourite is their deep moisture cleansing balm, an ultra-rich cleanser and makeup remover made with shea butter for dry, sensitive skin.
As previously mentioned in this article, ethical makeup is not just about the makeup itself, but what you use to take off your skin and what happens to those chemicals once they are washed down the sink. With these cleansers, I have found peace and reassurance in knowing I’m not harming the environment by taking care of my skin.
Aillea
Aillea is a marketplace for clean beauty and strives to offer the safest products on the market. The company’s founder, Kathryn Dickinson, says:
“We believe in beauty products based in nature that are clean. I lead our team that curates all of the products in our stores and are available here.”
Based in New York City, she set out to create a safe haven where people can be sure that every product is clean and natural, while also still working and delivering all of the performance.
MY PERSONAL FAVOURITE:
The Kosas Cloud Set Setting Powder is my personal favourite – it’s a super soft, sheer setting, and smoothing powder that sweeps away shine, pores, lines and uneven texture, without imparting coverage or changing the colour of makeup. It’s made from Bamboo stem extract which supports skin that experiences excess oil production, Passion fruit extract which hydrates and helps reduce the appearance of fine lines and Chinese peony which helps to detoxify pores. It’s also silicon-free and talc-free and perfect for sensitive skin.
Aillea uphold some of the industry’s most stringent standards. In fact, the team continuously researches ingredients to ensure we are utilising the most up-to-date information available. While I can’t list all of the 1300+ banned ingredients in their products, I can assure you they seek to eliminate major ingredients and categories of concern and you can check out which ones here. Have you heard of one of their natural brands before?
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