“Clean” is one of the words that often gets thrown around when it comes to makeup and skincare products. Its meaning is a bit difficult to pin down because it can stand for many different things, but you’re going to hear it more than ever as the times go by. In the last few weeks, several beauty brands dropped their brand-new “clean” beauty lines.
Clean makeup brand Exa launched with 43 shades of foundation, promising “clean makeup made for everyone and every frequency”—and it wasn’t the only one.
Sephora entered the scene with their own clean makeup and skincare line, with products priced at $20 or less. Around the same time, the reality star Lauren Conrad announced the surprise launch of her own beauty brand, promising clean, environmentally friendly, and ethically-sourced products.
These brands all seem to be promising one thing—beauty products made with ingredients that are responsibly grown, non-toxic, and safe. Like many brands before, they’re making sure to only offer cruelty-free and vegan products, and this is quickly becoming the norm in the cosmetics world.
