What is Clean Beauty? The complete guide to choosing well

"Clean beauty" is everywhere—on labels, in shop windows, and in search engine recommendations. And yet, no one really agrees on what it means. Does it mean organic? Natural? Without what, exactly? At THE CARE, it is the first of the three pillars upon which we built our selection—so we wanted to set the record straight, without jargon or empty promises.

Clean beauty: A (deliberately) vague definition

Unlike organic (regulated by specifications such as COSMOS or Cosmébio) or vegan (certified by labels like the Vegan Society), "clean" is not a legal category in cosmetics. No French or European law defines what a brand is allowed to call "clean." It is a marketing term, popularized by American concept stores in the 2010s, that covers an idea more than a standard: formulas designed without ingredients considered controversial, with a readable composition and more responsible manufacturing.

This lack of a legal definition is precisely what calls for vigilance—our own, and that of the authorities. In 2024, the DGCCRF conducted a vast investigation into environmental claims in cosmetics: 129 operators were checked, 19 warnings and 18 formal notices were issued, with an explicit focus on the terms "natural," "organic," and "clean" susceptible to greenwashing. In other words: the word "clean" alone guarantees nothing. It is the composition that speaks for itself.

Clean, organic, natural, vegan: we are not talking about the same thing

These words are often used as synonyms even though they follow different logic:

A formula can be clean without being organic (it may use non-controversial synthetic active ingredients), and an organic formula is not automatically clean in the broad sense (natural does not exclude certain allergens). It is this nuance that distinguishes a genuine approach from a simple sales pitch.

The 5 criteria to identify a truly clean formula

Faced with the lack of an official definition, here is the framework we use to judge a formula, product by product:

1. A short and readable INCI list. A clean formula is first recognized by its transparency: between 10 and 25 identifiable ingredients, without jargon that is impossible to decode. The simplest test: if you can read the list out loud without stumbling over half the words, that's a good sign.

2. The absence of controversial substances. Parabens, aggressive sulfates (SLS/SLES), non-biodegradable silicones, suspected endocrine disruptors, allergenic synthetic fragrances, mineral oils: these are the families of ingredients that a clean approach seeks to avoid or limit.

3. Verifiable certifications. COSMOS Organic, Cosmébio, Ecocert, Vegan Society, Leaping Bunny: these are third-party labels with specifications and audits. A "clean" claim with no associated label is worth looking at more closely.

4. The brand's traceability and transparency. Where is the product made? Does the brand communicate about its suppliers, its active ingredients, its formulation choices? A clean brand takes responsibility for this level of detail rather than hiding behind sleek packaging.

5. Packaging designed with coherence. Glass, aluminum, refillable, recyclable: the clean approach rarely stops at the formula. The container is part of the same logic of impact reduction.

How to spot greenwashing

A few warning signs: a formula that multiplies claims ("clean," "green," "bio-inspired") without any supporting label; packaging with pastel colors and a "natural" aesthetic that says nothing about the actual composition; an INCI list that is absent or impossible to find on the site; unproven efficacy promises. The authorities' vigilance on this subject has increased over the last two years, which is good news for brands that play the game sincerely.

How we select brands at THE CARE

Our credo is summed up in three words: clean (transparent and conscious), high-performance (effective and respectful), desirable (textures, scents, emotions). Concretely, this means we do not select a brand based on its storytelling alone: we look at the INCI list, the origin of the active ingredients, the effectiveness of its products, and the brand's actual commitments before adding it to the 30+ niche brands present at THE CARE. Beauty that tells all and allows for conscious choices: that is what we try to offer on every product page.

FAQ — Clean beauty, the questions we are asked most often

Is clean beauty the same thing as organic? No. Organic meets precise specifications regarding the agricultural origin of ingredients. Clean beauty is a broader approach, focused on the absence of controversial substances and the transparency of the formula, without a mandatory legal label.

Is there an official "clean beauty" label? No, to date, no regulatory label defines this term in France or Europe. This is why the composition and associated certifications (COSMOS, Ecocert, Vegan Society...) remain the most reliable criteria.

How do I know if a cream is truly clean? By reading its INCI list: few ingredients, identifiable names, the absence of controversial families (parabens, aggressive sulfates, non-biodegradable silicones). Third-party certifications are a good supplementary check.

Is clean beauty suitable for sensitive skin? Often, yes: by limiting synthetic fragrances and known irritants, clean formulas are frequently better tolerated. This is not automatic, however—every skin reacts differently, which is why it is important to check the composition product by product rather than relying solely on the word "clean."

Sources: DGCCRF — 2024-2025 review of controls on environmental claims in cosmetics (presented at the Cosmed Congress, April 2026); ISO 16128 standard on ingredients of natural and organic origin.