The Rise of Clean Beauty

How to Make Informed Skincare Choices?

Clean beauty is more than just a trend; it’s a movement redefining the skincare industry. Consumers are becoming increasingly conscious of what they put on their skin, seeking paraben-free, sulphate-free, and non-toxic products while prioritising transparency and sustainability. But with so many buzzwords like "organic," "cruelty-free," "vegan skincare" etc. floating around, how do you truly determine what’s best for your skin?

What is Clean Beauty?

Clean beauty refers to skincare and cosmetic products formulated without harmful or questionable ingredients. While there is no universal definition, clean beauty brands typically avoid:

• Parabens (linked to hormone disruption)

• Sulfates (potentially irritating and drying)

• Phthalates (associated with endocrine disruption)

• Synthetic Fragrances (often trigger allergic reactions)

• Mineral Oils & Silicones (can clog pores and impact skin health)

Instead, clean beauty emphasises non-toxic formulations backed by scientific research, ensuring effectiveness and skin compatibility.

Why is Clean Beauty Gaining Popularity?

• Consumer Awareness & Transparency: With access to information, consumers now demand ingredient transparency, preferring paraben-free, sulphate-free, and cruelty-free skincare products that align with their values.

• Skin Sensitivities & Allergies: Harsh chemicals contribute to irritation, leading people to opt for gentler, non-toxic alternatives.

• Sustainability Concerns: Eco-conscious consumers seek sustainable skincare, preferring biodegradable formulas and recyclable packaging to minimise environmental impact.

• Influence of Dermatologists & Experts: Skincare professionals advocate for clean beauty, highlighting the benefits of vegan skincare and cruelty-free formulations over synthetic-heavy products.

How to Identify Authentic Clean Beauty Products?

With greenwashing (false marketing claims about sustainability) on the rise, it’s crucial to verify a product’s authenticity:

• Check the Ingredient List: Look for science-backed active ingredients like niacinamide, peptides, and ceramides, and avoid known irritants.

• Look for Transparent Brands: Authentic brands disclose full ingredient lists and explain their formulations in detail, ensuring they’re truly paraben-free, sulphate-free, and non-toxic.

• Read Reviews & Patch Test: Consumer feedback and personal testing help assess a product’s efficacy and compatibility with your skin.

Clean Beauty vs. Natural Beauty: What’s the Difference?

• Clean beauty focuses on safe, non-toxic formulations, whether synthetic or naturally derived.

• Natural beauty refers to products that use plant-based or mineral-derived ingredients but may not always be safe or effective.

Why Do We Believe in Clean Beauty?

At Twenty-Seven, we take a science-backed approach to clean beauty. Our formulations combine safe, globally sourced actives with gentle yet powerful ingredients to ensure effective skincare without unnecessary irritants.

We believe in sustainable skincare with an edge, simplifying your skincare routine with cruelty-free, paraben-free, and sulphate-free products that work. Our focus is on high-performance vegan skincare with no fillers, no false promises—just real results.

The Future of Clean Beauty

As the clean beauty movement evolves, brands are integrating more science-backed, effective sustainable skincare formulations while reducing their environmental footprint. Innovations like biodegradable packaging, waterless skincare, and lab-grown botanical actives are shaping the future of skincare.

Conclusion

Clean beauty is here to stay, but making informed choices requires understanding beyond marketing claims. By reading ingredient labels, researching brand ethics, and prioritising high-performance non-toxic formulations, you can embrace sustainable skincare that’s both safe and effective.

Stay tuned to learn more about how to read ingredient labels.