Clean Beauty

This is a trend that started a few years ago in the USA that refers to natural, “chemical-free” cosmetics that do not contain substances deemed harmful to our skin, but instead are formulated with natural ingredients compatible with our skin, sustainable, and promote a conscious consumption lifestyle.

Don't underestimate this

The definition of clean beauty has not actually been regulated yet. Brands that use this definition do not have to provide scientific evidence of their ingredients' effectiveness, unlike active chemical ingredients that have been extensively studied in dermatological scientific literature.

So every brand, every product, and every ingredient can easily jump on this trend.

And sadly, we find ourselves hearing public figures like Gwyneth Paltrow who, to sell more products from her “clean” brand, discourage the use of sunscreen, forgetting that it is the most powerful preventive weapon we have against skin cancer.