By Dr Errika Papavenetiou, CEO & co-founder Aegli-Premium Organics
In recent years, the term Clean Beauty has been appearing more and more frequently in the beauty industry. We see it on labels, in campaigns, on social media, and on products of all categories and prices. For many companies, it has become a key element of communication.
But what does Clean Beauty really mean, and when is what is presented as “clean” just a term without clear content? Let’s see what the pitfalls are and how you can choose cosmetics that are worthy of your trust.
WHAT IS CLEAN BEAUTY?
The concept of Clean Beauty originated mainly in the American market. There, the regulatory framework is limited, with only 11 ingredients explicitly banned by cosmetics regulations. In this environment, the need for greater safety and transparency was expressed through a new marketing language: “clean,” “non-toxic,” “free from.”
In Europe, however, the regulatory framework is different. Regulation (EC) 1223/2009 prohibits or restricts more than 1,300 substances and sets clear requirements for the safety, labeling, and documentation of cosmetic products. In addition, there are certifications for natural and organic cosmetics in the EU with strict and verifiable criteria. Despite this peculiarity and difference, the term “clean” has found its place in the European market with the potential to reinforce commitments and credibility.
What is usually meant by the term “Clean Beauty”?
Although there is no official, legally binding definition, international literature and experts agree that products marketed as clean beauty usually:
Promote the use of ingredients considered safe or “low risk,” avoiding substances for which there are scientific or regulatory concerns (such as parabens, phthalates, formaldehyde derivatives, or undeclared synthetic fragrances).
Emphasize label transparency (INCI), and in some cases the origin of raw materials or production practices.
Are associated with values such as sustainability, cruelty-free practices, and environmental responsibility.
They tend to prefer simpler compositions and plant-based ingredients, without this meaning that “natural” always equates to “safe.”
In summary, Clean Beauty is described as an approach that aims for safety, transparency, and often sustainability.
The main problem: lack of an official definition
The lack of an institutionally established definition of Clean Beauty is the biggest source of ambiguity and misinformation in the industry. The term is not regulated by any legislation or certification in Greece, the European Union, or internationally. This means that any company can use it freely, even when its product does not meet objective criteria of “cleanliness” or environmental responsibility.
WHAT IS CLEAN WASHING?
Clean washing occurs when the term “clean” is used primarily as a marketing tool in the cosmetics industry, without substantial documentation. We would say that it is a form of greenwashing in the beauty industry.
These are cases where a product:
- is promoted as “clean” without clear criteria,
- is not accompanied by certifications or verifiable data,
- creates impressions that do not correspond to its composition.
Indicative examples of clean washing include:
– attractive, “natural” packaging without published or complete composition
– general terms such as “natural,” “green,” “chemical-free” without regulatory background
– highlighting individual natural ingredients without certifications or traceability
products that claim to be clean but contain petrochemicals or environmentally harmful substances, such as chemical sunscreen filters
– communication claims that confuse legal obligations (e.g., the ban on animal testing in the EU) with a supposed competitive advantage.
WHY CLEAN WASHING IS A REAL PROBLEM
Clean washing is not just about labeling. It affects:
Consumer trust
When the term “clean” is used indiscriminately, the credibility of the entire industry is undermined.
Environmental responsibility
Focusing on image rather than substance often leads to practices that are not truly sustainable.
Innovation
When resources are directed toward marketing rather than research and meaningful improvement, progress slows.
HOW CAN YOU DISTINGUISH BETWEEN “CLEAN” AND “CLEAN WASHING”?
- Look for data, not just words.
Transparency in labeling and communication is a key criterion for credibility. Look for companies that promote transparency in labeling and communication. Terms such as “natural,” “eco-friendly,” or “green” mean nothing without data to back them up. - Check for valid certifications.
Certifications such as COSMOS Natural/Organic or Leaping Bunny provide independent verification. - Read the entire list of ingredients (INCI).
The overall composition is more important than a “hero ingredient.” Look for a clear and regulated whitelist/blacklist of ingredients.
Consumers today are more aware than ever, with over 60% saying they consider the purity of the products they buy to be important. But at the same time, this increased awareness makes it harder for people to distinguish what is truly clean from what merely appears to be.
Clean Beauty can be a valuable claim, but only when accompanied by:
✔ transparency
✔ documentation
✔ certifications
✔ real commitment beyond marketing
AEGLI PREMIUM ORGANICS CLEAN & ORGANIC STANDARD
AEGLI PREMIUM ORGANICS follows a structured CLEAN & ORGANIC strict safety and purity standard for the development and production of organic cosmetics, avoiding any ingredient that is considered controversial for human health or the environment, with complete transparency, certifications, and a sustainable approach at all stages of production. This concept is in line with the COSMOS-standard organic certification standards, European Regulation (EC) 1223/2009 on cosmetic products, the principles of green chemistry, and the sustainable and responsible cosmetics industry.
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