The skin care industry is buzzing about the concept of clean beauty. Analysts estimate that the market value of the clean beauty industry will double in the next five years, making this trend one that professionals and retailers cannot ignore. Largely driven by growing consumer demand over the past five to seven years, more products and brands claim to be cleaner than ever before. But what exactly is clean beauty?

The words natural, clean, and green all allude to a healthier product for people and the planet; however, upon deeper inspection, one finds that these words have a different meaning, depending on where one looks. The varying standards can include everything from ethical ingredient sourcing to sustainable packaging choices to lists of chemicals that are omitted from formulas. Proponents of clean beauty claim that the cosmetics industry is largely underregulated and they advocate for more transparency and research into the tens of thousands of chemicals typically found in personal care items.

While clean beauty retailers across the country have their own standards and definitions, there are a few key points that seem to be universal. The first is that ingredients that have been linked to various human health issues, like paraben preservatives, formaldehyde, aluminum, and ethoxylated ingredients (like polyethylene glycol and sodium lauryl sulfate) are not allowed. The second is a firm stance against animal cruelty. Lastly, packaging using safer plastics and glass are preferred.

With synthetics fillers, emulsifiers, and binders left out, formulas have more room for potent botanical extracts and actives. Clean beauty devotees claim fewer sensitivities and breakouts with chemical-free products, while experiencing a healthy glow due to using pure plant ingredients regularly.

One of the simplest and most effective ways to begin a transition to clean beauty is to begin with a natural face oil for homecare or in a treatment. This category, which was nearly non-existent in the United States retail space 10 years ago, is brimming with choices that range from a single oil, like rosehip, to sophisticated formulas that layer over 20 botanical oils from seeds, leaves, fruits, and flowers for everything from purifying congested skin to deeply moisturizing dry or mature skin types. Face oils absorb best when applied to moist skin or when blended in the palm of the hand with an alcohol-free tonic prior to application. Clients may find that it takes about a week for their skin to make the transition into an oil-based product before they feel balanced, youthful, and hydrated.