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We’re living in a “greenwashed” world, and things are often not what they seem to be. Since about 2017 (when the clean beauty movement exploded) it’s become more and more difficult to discern truly clean beauty products from their greenwashed counterparts — those simply relying on terms like “natural” in the title or pastel-y, minimalist packaging to evoke a feeling of “good for you” beauty…without actually being good for you.

Even in a universe of beauty where ingredients can sound like a science experiment, these clean makeup brands are like a breath of fresh air. We’re talking about formulations that steer clear of the nasty stuff, cruelty-free testing, and packaging that’s not just pretty but easy on Mother Earth.

We spoke to the Credo Beauty Senior Scientist, Christina Ross, as well as the legendary makeup artist Carmindy of Carmindy Beauty (now on Amazon!) and What Not to Wear to get some professional insight into this new-ish clean beauty phenomenon. “It’s a real debate,” Carmindy admitted. But, as Ross stated, there are some “brands that are really walking the walk when it comes to clean and great products.”

Click to go straight to our clean makeup FAQs and read more:

Best Clean Makeup Brands, Per Experts

Gen See

Ross recommends Gen See as a standout clean makeup brand known for its commitment to sustainability and transparency. Their product line, including the Clean Sheen Cheek + Lip Color, includes vegan and cruelty-free cosmetics with a focus on using ethically sourced ingredients and eco-friendly packaging. Gen See’s dedication to clean beauty extends beyond its products, as it actively engages in environmental initiatives.

MOB Beauty

Ross touts MOB Beauty as a clean makeup brand that prides itself on creating products free from harmful ingredients such as parabens, sulfates, and phthalates. With a diverse range of shades and innovative formulations, MOB Beauty offers clean alternatives to traditional makeup without compromising on performance, the brand’s Matte Eyeshadow being a perfect example. Their commitment to inclusivity is evident in their product offerings, catering to a wide range of skin tones.

Exa

Exa, Credo’s own brand, is a clean beauty label known for its high-performance makeup products that prioritize inclusivity. Their foundation range is extensive, offering a wide array of shades to suit diverse skin tones. Exa’s clean formulations, including the High Fidelity Balancing Color Corrector, are free from toxins, ensuring a flawless finish without compromising the health of the skin.

Iris & Romeo

Iris & Romeo, a Ross recommendation, is a clean beauty brand that combines skincare and makeup, offering multitasking products for a simplified beauty routine. With a focus on clean and non-toxic ingredients, their products, such as the bestselling Best Skin Days with SPF 30, aim to enhance natural beauty while providing skincare benefits. Iris & Romeo’s commitment to simplicity and efficacy makes them a standout choice in the clean beauty landscape.

Ilia

A favorite of Carmindy’s, Ilia has redefined the beauty landscape by seamlessly merging skincare and makeup. Renowned for their clean beauty innovations, Ilia’s cruelty-free formulations, like the cult-favorite Super Serum Skin Tint SPF 40, not only meet the highest standards but also deliver a luxurious, high-performance experience. With a commitment to transparency, Ilia is a fantastic source for those desiring a fusion of elegance and sustainability in their makeup routine.

Burt’s Bees

Burt’s Bees, a Carmindy favorite, has become a household name in the realm of natural beauty, celebrated for its commitment to harnessing the power of beeswax and botanical ingredients. Renowned for its lip balms, Burt’s Bees has expanded its product line to include a wide array of clean beauty solutions, offering skincare and makeup, such as their blush, that prioritizes nature’s bounty. With a focus on sustainability and eco-friendly practices, Burt’s Bees continues to resonate with consumers seeking effective, affordable, and environmentally conscious beauty options.

Saie

Another Carmindy-recommended brand, Saie is carving a niche in the clean beauty scene with a dedication to simplicity, both in presentation and ingredients. The brand’s minimalist approach to makeup ensures that each product is not only free from harmful ingredients but also emphasizes efficacy, offering a clean beauty experience that aligns with the evolving preferences of health-conscious consumers. Read more about why we love the Slip Tint with SPF 35.

Kosas

Carmindy approved, Kosas is one brand at the forefront of the clean beauty movement, with its well-known and highly coveted product range infusing botanical ingredients into modern formulations. Beyond offering inclusive shade ranges, Kosas is recognized for its commitment to clean beauty standards, ensuring that its makeup — like the popular tinted Air Brow — not only enhances natural beauty but also nourishes the skin with every application.

W3ll People

W3ll People, another Carmindy-selected brand, stands as a trailblazer in the clean beauty landscape, delivering makeup products that prioritize purity without compromising on performance. With innovative, plant-powered formulas like their Supernatural Stick Multi-Use Blush, W3ll People caters to those seeking a clean alternative without sacrificing the efficacy and elegance of traditional cosmetics.

LYS Beauty

LYS Beauty is a clean beauty paradigm adored by New York Post reporters and David Razzano, Sephora’s beauty director with 10 years at the company, providing affordable yet high-quality makeup solutions. With a commitment to diversity and inclusivity, LYS Beauty’s clean formulations — including the No Limits Cream Bronzer and Contour Stick, not only cater to a wide range of skin tones but also maintain a steadfast standard for ingredient safety, making clean beauty accessible to all.

Tower28

Tower28, another favorite of Razzano’s, distinguishes itself in the clean beauty realm by addressing the needs of sensitive skin. Their makeup line, free from common irritants, offers vibrant and playful options — like the MakeWaves Lengthening + Volumizing Mascara — for those who prioritize clean ingredients without compromising on style. Tower28 is a testament to the idea that clean beauty can be both gentle and glamorous.

Merit

Merit, another Clean at Sephora brand, epitomizes effortless, clean beauty essentials tailored for the modern minimalist. With a focus on quality over quantity, Merit’s curated lineup of products, like The Minimalist Perfecting Complexion Stick, allows users to achieve a polished look with minimal effort and maximum impact. The brand’s commitment to simplicity and sophistication makes it a go-to choice for those who appreciate the intersection of clean ingredients and elevated aesthetics in their beauty routine.

Clean Beauty FAQs

What does it mean for a brand to be “clean”?

“There are so many different versions of what a ‘clean beauty standard’ is,” Carmindy continued, “and it’s more confusing than ever. Some brands describe clean as being 100% natural, organic, vegan and totally chemical free and some claim that just eliminating a certain list of ingredients makes them clean. A few big retailers have even fallen victim to lawsuits as their version of what clean means didn’t suit a consumer’s version.”

Since certain ingredient inclusions are still up for debate, it’s important to note particular brands’ definitions of “clean” and discern whether or not they align with your own. Ross helps us with this difference: “A brand is Credo clean,” she said, “when it complies with our Credo Clean Standard, the strongest clean beauty standard in retail. Credo vets all of our products against our Clean Standard, so customers can be assured that what they’re buying is the highest expression of clean.”

“Our standard requires brands to formulate according to our Dirty List,” Ross continued, “which bans over 2,700+ ingredients that are of concern to human health or the environment. But going further than our Dirty List, our Clean Standard asks brands to run specific safety testing, heavy metal testing, and categorize or disclose all fragrance ingredients so customers can know exactly what is in their fragranced products.”

“Credo believes clean also means more sustainable products, too,” Ross stated. “At Credo, the products we sell also use post-consumer recycled packaging and is free of single-use materials, as per our Sustainable Packaging Guidelines.”

Typically, however, to be clean is to have a general aversion to ingredients that don’t necessarily benefit the skin. But what are these ingredients?

What ingredients should a clean brand be free from?

“Yes, there are some ingredients that once existed in our beauty products that were found to be either linked to health issues or downright proven to be,” Carmindy stated, “and most manufacturers have eliminated the use of many of those dangerous ingredients like formaldehyde, coal tar, mercury, and lead.”

Now that all those truly harmful ingredients have already been eliminated from the cosmetic production process, what more is there to look out for? Carmindy lists 12 ingredient categories to be weary of when shopping for your makeup, all of which align with the Credo Clean Standard as well.

  • Parabens
  • Coal Tar
  • Formaldehyde
  • Lead
  • Aluminum
  • Phthalates
  • Petrolatum
  • Synthetic fragrances
  • Talc
  • Hydroquinone
  • Triclosan
  • Mercury

Are all these ingredients truly bad for you?

“Some synthetic ingredients are proven to be totally safe and even make the product more efficient and effective, but might not be deemed ‘clean’ based on different research. So, they become vilified and called ‘toxic’,” Carmindy mentioned. “Also, the tiny amount of these non-clean synthetic ingredients would never be enough to harm you.” In fact, Carmindy goes on to say that “many fully clean products just don’t work as well and might even cause irritation, allergic reactions, etc.”

Just because it’s natural doesn’t mean it’s perfect for you as everyone’s skin is different.

Carmindy

Carmindy goes on to say, “BHA is a perfect example of hypocrisy in the current clean beauty movement. It’s on the naughty list, but can be found in most clean brands [rebranded as] salicylic acid, but it’s the exact same thing. We have to be rational about this, so if you have sensitive skin stay away from products containing synthetic fragrance; if you have eczema don’t use propylene glycol, and if you don’t want to do your own research, then stick with the 100% clean, organic, vegan brands.”

How do you easily discern a clean beauty product from a non-clean product?

“The best way for a consumer to research quickly what a brand deems ‘clean’,” Carmindy advised, “is to visit the website Environmental Working Group or use an app like Think Dirty.”

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