Clean Beauty

Clean beauty is the ultimate buzzword, and many perfumeries, drugstores and online shops now even have their own category for it.

But how exactly is clean beauty defined?

There is no single definition. The "clean beauty" label is equated with being "free from" something, but this does not mean that products falling under this category must meet the same criteria at every online shop. Ultimately, it is a matter of interpretation by the providers and leaves a lot of room for leeway. 

The term originated in the USA and expresses the desire for very "pure" cosmetics. Thus, the slogan "clean beauty" can stand for cruelty-free products or those free from harmful ingredients. There is no precise and, above all, uniform guideline or definition. This also applies to the definition of "non-clean" ingredients. Every manufacturer can set its own criteria at will and categorize ingredients however it likes. It is therefore particularly difficult for consumers to understand exactly which ingredients are harmful and which are not. 

As transparency is our top priority, we would like to define our clean beauty criteria precisely:

  • no animal testing & cruelty-free ingredients
  • pure natural raw materials from certified organic farming
  • cold-pressed natural oils
  • Free from: parabens, mineral oils, PEG, silicones, microplastics, SLS, nanoparticles, colorants and preservatives (according to the EU Cosmetics Regulation)
  • Vegan
  • no synthetic fragrances, no ingredients or essential oils used to perfume the product
  • natural cosmetics produced without: nut oils, almond oil, soy oil, ethanol & ingredients with allergenic potential
  • well-tolerated active ingredients that support the skin in its natural function
  • no fillers or additives; all ingredients have a positive effect on the skin
  • active ingredients that can be excellently absorbed and processed by the skin
  • good for people and the environment
  • high tolerance due to mild formulations

Why natural cosmetics are not to be equated with clean beauty.

The biggest misconception is that clean beauty is natural cosmetics.

Unfortunately, this misconception has manifested in many consumers, as natural cosmetic products often suggest that they are very mild and well-tolerated due to their natural content, or that they contain no substances harmful to people and the body. But unfortunately, the exact opposite is often the case. 

Misconception No. 1: Natural cosmetics consist only of natural or pure natural ingredients. Unfortunately, this is not the case. In order to be able to use the designation natural cosmetics, products merely need to contain a certain proportion of ingredients of natural origin.

Misconception No. 2: Natural cosmetics are equivalent to "organic cosmetics". The natural ingredients in natural cosmetics do not have to come from certified organic farming. In addition to the type of cultivation, there are also no clearly defined guidelines regarding the method of extracting raw materials, such as a cold-pressing process for vegetable oils.

Natural cosmetics do not necessarily mean that the product is safe, particularly mild, well-tolerated and free from fillers and additives. In most conventional natural cosmetic products, (natural) ingredients can be found that are irritating and can cause allergies. A good example is the use of essential oils. These are often used generously, especially in their function as a natural fragrance, in natural cosmetic products. However, they are among the main causes of irritation and allergies.

As consumers with sensitive skin conditions and allergies are looking for an optimal skincare solution in the clean beauty segment, a clear distinction must be made here from natural cosmetics that do not pursue a clean beauty approach. However, as there is also a lack of a uniform guideline here prescribing the use of certain ingredients, the respective brand guides should always be carefully considered and the INCI lists checked.

To create optimal skincare results and highly well-tolerated care products, we have not only developed a clean natural cosmetic with the highest possible proportion of natural and pure natural ingredients from certified organic farming, but also refrain from using ingredients with allergenic potential. All ingredients used in the Love it Pure products fulfill a valuable function for the skin, are vegan and have neither an irritating nor a burdensome effect on the skin and body. We combine natural cosmetics and clean beauty and also rely on gentle processes in raw material extraction to preserve the best possible efficacy of our ingredients.

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