What Does Clean Beauty Actually Mean?
What Does Clean Beauty Actually Mean?
"Clean beauty" refers to cosmetics formulated without ingredients linked to health concerns, environmental harm, or ethical issues. However, the term is not regulated by the FDA or any governing body, which means brands can define it however they choose—leading to confusion, greenwashing, and inconsistent standards.
Here's what clean beauty should mean, how to identify truly clean products, and what MAD Minerals' standards are.
The Problem with "Clean Beauty"
Unlike terms like "organic" (regulated by USDA) or "non-comedogenic" (based on comedogenicity testing), "clean beauty" has no legal definition. This allows brands to slap "clean" on their labels while still using questionable ingredients.
Some brands call themselves clean while using:
Synthetic fragrances
Parabens or phenoxyethanol
Talc or bismuth oxychloride
Silicones or PEGs
Undisclosed "proprietary blends"
Without transparency or third-party verification, "clean" becomes a marketing term—not a safety guarantee.
What Clean Beauty Should Mean
A truly clean beauty product should meet these criteria:
1. Free from Harmful Ingredients
At minimum, clean beauty should exclude ingredients with known or suspected health risks, including:
Parabens (endocrine disruptors)
Phthalates (reproductive toxins)
Formaldehyde and formaldehyde-releasing preservatives
Synthetic fragrances (allergens, hormone disruptors)
Talc (potential asbestos contamination)
Oxybenzone and octinoxate (hormone disruptors, coral reef toxins)
Lead, mercury, and other heavy metals
2. Transparent Ingredient Lists
Clean brands should disclose every ingredient—no "proprietary blends" or vague terms like "fragrance" that hide dozens of undisclosed chemicals.
3. Minimal, Purposeful Formulations
Clean beauty prioritizes simplicity: fewer ingredients, each with a clear purpose. No fillers, no unnecessary additives.
4. Ethically Sourced
Clean beauty should consider the environmental and social impact of ingredient sourcing—avoiding child labor, habitat destruction, or exploitative practices.
5. Safe for Sensitive Skin
Clean formulations should be hypoallergenic, non-comedogenic, and free from common irritants like fragrance, alcohol, and harsh preservatives.
Common Clean Beauty Certifications
While "clean beauty" itself isn't regulated, some third-party certifications provide verification:
EWG Verified: Products meet Environmental Working Group's strict ingredient safety standards.
USDA Organic: At least 95% organic ingredients; no synthetic pesticides or GMOs.
Leaping Bunny or PETA Cruelty-Free: No animal testing at any stage of production.
Ecocert or COSMOS: European organic and natural cosmetics standards.
Made Safe: Free from known carcinogens, endocrine disruptors, and toxic chemicals.
These certifications provide accountability that the term "clean" alone does not.
Greenwashing: How to Spot Fake Clean Beauty
Many brands use "clean" as a marketing buzzword without backing it up. Red flags include:
Vague claims: "Natural," "pure," or "clean" without specifics.
Hidden ingredients: "Fragrance" or "parfum" on the label (can contain hundreds of undisclosed chemicals).
Long ingredient lists: 30+ ingredients suggest fillers, binders, and preservatives.
No third-party verification: No certifications or testing to back up claims.
Contradictory ingredients: Claims to be "clean" but contains parabens, talc, or synthetic dyes.
Always read the ingredient list—not just the marketing copy.
What MAD Minerals Defines as Clean
At MAD Minerals, clean beauty means:
Minimal ingredients: Only what's necessary for coverage, performance, and skin health.
No fillers or irritants: No talc, bismuth oxychloride, parabens, fragrances, or synthetic dyes.
Transparent formulations: Every ingredient is listed and serves a purpose.
Safe for sensitive skin: Hypoallergenic, non-comedogenic, and dermatologist-recommended.
Ethically sourced: Ingredients are sourced responsibly with attention to environmental and social impact.
No water = no preservatives: Loose mineral formulas don't require preservatives because they contain no water to support microbial growth.
We don't use "clean" as a marketing term. We use it as a standard.
Is Clean Beauty the Same as Natural Beauty?
No. "Natural" means derived from plants, minerals, or animals—but natural doesn't always mean safe. Poison ivy is natural. Arsenic is natural.
Clean beauty focuses on safety and transparency, regardless of whether an ingredient is natural or synthetic. Some synthetic ingredients are safer than their natural counterparts.
MAD Minerals uses naturally occurring minerals because they're both safe and effective—not just because they're "natural."
How to Choose Truly Clean Beauty Products
Read the ingredient list: Look for short, transparent lists with recognizable ingredients.
Avoid vague terms: "Fragrance," "parfum," or "proprietary blend" are red flags.
Check for certifications: EWG Verified, Leaping Bunny, USDA Organic, or Made Safe.
Research the brand: Do they disclose sourcing, testing, and manufacturing practices?
Prioritize minimal formulations: Fewer ingredients = fewer potential irritants.