And that’s not a bad thing—according to the Environmental Working Group, women use 12 personal care products per day on average, exposing themselves to 168 chemical ingredients. The only issue? As popular as it’s become, the clean beauty arena is essentially the wild, wild west. There are no industry-wide regulations or even agreed-upon guidelines as to what makes a product “clean.” Not to mention that it’s a completely lawless space as well; pretty much any manufacturer can slap the word “natural” on a label, even if it’s full of chemical ingredients. So if you are looking to make the switch to clean beauty, it’s more important than ever to be an educated, savvy shopper. First and foremost, don’t be swayed by product alone; take the time to actually read the ingredient label. There are a few, more well-known categories of chemicals to steer clear of, parabens and phthalates being two of the big ones. It’s also about avoiding fragrance or perfume/parfum, says clean beauty expert Jenny Duranski, owner and founder of Lena Rose Beauty in Chicago. “Synthetic fragrance can be loaded with other ingredients and still be labeled as just fragrance,” she explains. Duranski also recommends avoiding formaldehyde, toluene, and any ingredient that starts with PEG-. Searching for third-party seals is another good idea. Duranski likes the EcoCert seal, as well as the Made Safe certification, the latter of which has the highest standard when it comes to ingredients. But you may want to think beyond just the ingredients. “Clean beauty to me means that products are crafted with intention so that the ingredients, packaging, and life cycle of the product are good for both the people and planet,” says Duranski, who adds that she also seeks out certified B-corp companies as an indication of the brand’s ethos. Hopefully these tips are a helpful starting point for your next clean beauty shopping trip. But when in doubt, you can also pick up goodies from any of the six clean beauty brands we’ve vetted below. Try: One Love Organics Skin Savior Multi-Tasking Wonder Balm ($49; oneloveorganics.com). Try: Town & Anchor Vegan Anti-Aging Face Oil ($39; townandanchor.com). Try: Laurel Skin Antioxidant Mask ($68; laurelskin.com). Try: Ilia Beauty Limitless Lash Mascara ($28; sephora.com). Try: Acure Ultra Hydrating Shampoo ($10; ulta.com). Try: Fitglow Beauty Lumi Firm Highlighter ($39; fitglowbeauty.com).
