CLEAR BEAUTY

CLEAR BEAUTY

We’re embracing the clear beauty movement, and it couldn’t align with us more!

For as long as we’ve been in the industry and beginning to deeply understand it, we’ve noticed - and frankly, been disheartened - by the lack of information being openly provided, vague claims being made by some of our favourite ‘clean’ self care brands AND in some cases, the strategic and perfectly compliant ways of misinforming consumers. These claims and tactics aren’t being DISHONEST but they aren’t being 100% honest either - there’s a grey area. In a lot of cases, the products themselves are truly ‘clean’ products.

This contributes to a greater problem - if all we as consumers have to go off are blanket claims, and no one is OPENLY sharing truths on how consumers can better understand them, it fuels them with more power. Meaning more genuine brands feel they need to jump on board simply to stay in the market, and around we go!

 And if we’re all using the same claims, how do consumers differentiate the genuine brands from the ones greenwashing? (without doing half a degree in cosmetic science) The answer is, THEY CAN’T.

We have been one of those genuine brands, using the same blanket claims in hopes of staying in the competition.

AND WE'RE READY TO BE THE CHANGE IN STEPPING FORWARD INTO THIS NEW MOVEMENT OF TRANSPARENCY & EDUCATION:  

 

So, what does it mean for a brand to practice Clear Beauty? Aside from the obvious ones, like clear ingredient lists & resources on ingredients, here’s just a FEW from the checklist we used to ensure that we are leaving you informed + empowered:

  • Are we avoiding using fearmongering as a marketing tactic?
  • Are customers able to understand the claims we use?
  • Have we avoided making any claims that could be considered ‘greenwashing’? e.g. vague environmental or ingredient claims
  • Do we list all ingredients? e.g. all ingredients in multi-component ingredients, including solvents & preservatives?
  • Have we done everything possible so our customers can make fully informed purchase decisions?