The Truth About Clean Beauty: Transparency or Marketing Hype?

Did you know that over 50% of consumers now actively seek out ‘clean’ beauty products? Yet, despite its growing influence, the term remains wildly unregulated—a marketing tool as much as a movement. The rise of clean beauty has sparked a much-needed conversation about ingredient safety, transparency, and ethical production. But it has also given way to misinformation, fear-based marketing, and industry gaslighting. Let’s explore The Truth About Clean Beauty.

The question is: What does ‘clean’ really mean, and how can consumers separate fact from fiction?

What Is Clean Beauty?

At its core, clean beauty champions safety—for both people and the planet. It prioritises formulations free from known toxins, endocrine disruptors, and controversial ingredients such as PFAS (forever chemicals), parabens, phthalates, and synthetic pesticides. Ideally, it promotes transparency, simplicity, and efficacy, focusing on purposeful formulations rather than excessive ingredient lists designed to confuse rather than educate.

However, the lack of official regulation leaves the term open to interpretation. Some brands rigorously research their formulations, using science-backed safety assessments to justify ingredient choices. Others slap a ‘clean’ label on anything that sounds natural, exploiting consumer concerns without the evidence to support their claims.

So, where does the line between genuine concern and fear-mongering marketing fall?

The Industry Pushback: Is Clean Beauty Being Gaslit?

As clean beauty gains momentum, larger industry players have responded with skepticism—and, at times, outright dismissal. A pattern of gaslighting consumers has emerged, where valid concerns about harmful ingredients are labeled as alarmist or unfounded.

Take PFAS (per- and polyfluoroalkyl substances), for example. These synthetic ‘forever chemicals’ are widely used for their water-resistant properties in cosmetics, yet research links them to hormonal disruption, immune impairment, and even cancer. Despite these risks, many companies continue to defend their use, claiming they are “safe in small amounts”—even as new studies suggest otherwise.

The same argument applies to endocrine disruptors, including parabens and phthalates. While some formulations use them in low concentrations deemed “acceptable,” growing research highlights potential long-term health effects, particularly regarding fertility, hormone regulation, and developmental health.

Rather than addressing these concerns transparently, many beauty conglomerates dismiss clean beauty as pseudoscience, often without offering independent, updated research to back their claims. This deliberate confusion erodes consumer trust and slows progress toward better regulatory standards.

The reality? Demanding safer formulations isn’t fear-mongering—it’s progress.

Small Brands Leading the Way

This is where small businesses like mine play a crucial role. My journey into clean beauty wasn’t just about skincare—it was about taking control over what I expose my body to every day.

As someone who carries the BRCA2 gene mutation, I have a heightened awareness of the impact of toxins and endocrine disruptors on long-term health. When I first started formulating skincare, it was out of necessity—my skin was constantly irritated, and high-end products weren’t delivering results. After scrutinising the ingredient lists in my bathroom cabinet, I realised I was unknowingly applying PFAS, synthetic fillers, and endocrine disruptors daily.

That moment changed everything.

I decided to create something better—formulations that are safe, effective, and transparent. At Rebecca Isabel Skincare, I refuse to use:

• PFAS or ‘forever chemicals’ – These persist in the body and environment, with severe long-term implications.
• Pesticide-contaminated ingredients – We ethically source raw materials to avoid harmful residues.
• Endocrine disruptors – Any ingredient known to interfere with hormone balance is non-negotiable.
• Unnecessary fillers – Every ingredient in our formulations serves a clear purpose for skin health or product stability.

But clean beauty shouldn’t be about fear—it should be about empowerment. It’s not about rejecting every synthetic ingredient or believing that ‘natural’ equals better. It’s about balance—choosing ingredients that are both scientifically validated and safe for long-term use.

Why This Matters

Clean beauty isn’t about creating paranoia or dismissing science. It’s about pushing for higher standards, better regulations, and more informed choices.

Take aloe vera and glycerin, for example. Both are natural, yet scientifically proven to hydrate and soothe skin. This demonstrates that clean beauty can be both practical and evidence-based—it doesn’t have to rely on fear-driven narratives.

By challenging the industry’s gaslighting, we are advocating for a future where skincare is safer, simpler, and more transparent.

So here’s to small businesses, conscious consumers, and those willing to challenge the status quo. Clean beauty is complex, but it’s a fight worth showing up for.

Join the Conversation

What are your thoughts on clean beauty? Have you experienced confusion or misinformation while shopping for skincare? Share your experiences in the comments below or connect with me on social media to continue this important discussion. Let’s push for transparency, demand better standards, and create a cleaner, safer future for skincare—together.