It's easy to roll your eyes when it comes to 'clean beauty', isn't it? We've heard the term bounced around the beauty industry for years and, with no regulated definition, it's been snatched by marketing teams and pasted across every other bottle in your local beauty hall. 'Greenwashing' has become prevalent, making it confusing to find the beauty products that really commit to the principles that matter to you. I get it.
But if you want to use your purchasing power for good (I'm with you), don't worry, because all is not lost. Right now, and for our purposes, Cosmopolitan UK considers clean beauty to include brands and products that take the health and wellbeing of people and the planet into consideration, when they're being developed, manufactured and sold. But trying to narrow down 'clean beauty' into a digestible guide is, quite frankly, impossible. Head to any 'clean beauty' aisle, and you'll get a product packaged in a plastic bottle with a 100% cruelty-free formula, next to a sustainably packaged product with not-so sustainable ingredients. I told you, it's a minefield.
With that in mind, I think the easiest way to talk to you about clean beauty is to shine a light on the individual products that we love (and why).
Whether they're breaking new ground in the realms of sustainable packaging, or they have more eco-certificates than we can count, these are the responsible buys to consider the next time you run out of shampoo or need to invest in a new foundation. Now, I'm not saying that these products will solve the world's climate crisis or clean up our oceans once and for all, but if you need a new moisturiser, why not buy one that'll help work toward a positive change, right?
Best conscious beauty buys – Skincare
The moisturising cream
Pure enough to eat (although we'd advise against it), this green, natural, botanical moisturiser works to replenish a broken-down skin barrier, while offering all-day hydration and to soothe inflammation. The brand opts for rain-fed, wild-foraged ingredients in its formulations and uses plastic-free (glass) pots that can be reused or refilled, while packaging materials are natural, biodegradable and even plantable, thanks to the addition of wildflower seeds.
The hydrating serum
If your skin is Sahara-dry (I relate), this serum will sort you out. Loaded with squalane and ceramides to deeply nourish and fight flaky skin, a little goes a long way, so just a few drops will help target stubborn dryness. When it comes to sustainability creds, the brand has offset 110% of its carbon footprint, plus, it's B Corp-certified, vegan and cruelty-free.
The mineral SPF
Pai British Summer Time Glow™ SPF30 Illuminating Sunscreen
Glowy, luminous, mineral sunscreen that's also non-greasy and fragrance-free? Yes, please. Pai also has an epic guide on its website that details exactly how to recycle every single part of your order, from the box to the spray tops - it is serious about fighting waste. And the fun doesn't stop there - it boasts a whole host of ethical and organic certifications from the likes of COSMOS, Soil Association, The Vegan Society and Cruelty Free International.
The skin smoother
Solid skincare is, quite frankly, genius. Less water, less waste — what's not to love? Everything about SBTRCT's offering is innovative, from the planet-friendly packaging (which is very minimal, just a carton and paper wrap, both of which are 100% compostable) to the gentle-yet-exfoliating formula. The little bar is made with white willow bark and upcycled rice powder, both of which are known for their exfoliating, cleansing and oil-absorbing properties. Win, win, win.
The glow-boosting oil
When it comes to creating planet-friendly products, UpCircle really does deserve a round of applause. This hydrating, firming serum gives a serious lifted, dewy glow to dry skin, thanks to the vitamin C, antioxidant-rich coffee and rosehip oils. Formulas are 100% natural and organic-, vegan, cruelty-free- and B Corp-certified. As if that wasn't enough, it also offers a refill scheme, where you can send back an empty product to have it refilled at a discounted price. Amazing.
The caring cleanser
Kind to the skin and kind to the planet, this uber-gentle, nourishing cleanser has been designed to dissolve impurities from reactive, sensitised skin, leaving the complexion clean and soft. Every step of Tata Harper's production process takes place on the brand's 1,200-acre organic farm in Vermont, including growing some of its ingredients. Plus, the majority of its packaging is made of glass, allowing it to be widely recycled or reused.
Best conscious beauty buys – Haircare
The everyday wash duo
Faith in Nature Grapefruit & Orange Shampoo & Conditioner Set
It's hard not to be impressed by the sheer volume of eco-credentials Faith in Nature has amassed - it isn't playing around when it comes to sustainable beauty, from B Corp certification to The Vegan Society-approved and UK-made. The newest launch from the brand offers a plastic-free approach to your hair wash. Its shampoo and conditioner now come in large (500ml) infinitely recyclable aluminium bottles, with an aluminium screw cap or a recyclable pump that can be used again and again.
The anti-breakage scalp soother
There's a myth out there that sustainable beauty products don't offer as powerful results as their less-than-eco-friendly counterparts, but this scalp serum (with its ethically sourced ingredients) is definitive proof of the opposite. It is incredibly effective when it comes to remedying hair breakage, plus it soothes a sensitive scalp, tackles dandruff and removes product build-up. As a brand, it's B Corp-certified and opts for primarily glass packaging, which is infinitely recyclable.
The deep-repair treatment
Neal's Yard Remedies Rosemary & Cedarwood Hair Treatment
If your hair has been ravaged by colour or heat and has entered 'straw-like' territory, this works wonders for getting shine and softness back. Certified organic by the Soil Association, cruelty-free and vegan, sustainability is built into the DNA of the brand, which celebrated its 16 year anniversary of becoming the UK's first carbon neutral high-street retailer.
Best conscious beauty buys – Bodycare
The spa-like salts
There's a common misconception that 'clean beauty' means a little less luxe. Enter, Commune. Made in the UK, its bath salts are truly one-of-kind luxury, formulated with pink Himalayan salt and Hawaiian black lava sea salt combined with rich essential oils, including lavender, geranium and clary sage. Everything from the plastic-free, recyclable aluminium packaging to the reusable XXL size bottles (to limit waste) makes sustainability feel premium.
The nourishing oil
Dry skin really doesn't stand a chance against this nourishing, silky body oil. The 100% recyclable packaging includes reusable glass bottles with aluminium lids, rather than plastic. The oil is scented with a woody, smokey base of vetiver, Canadian black spruce and cedar. Close your eyes, slather it on and you could be in the middle of a serene forest somewhere - sounds pretty dreamy, huh?
The body-soothing wash
Wildsmith Skin Stillness Nourishing Body Cleanser
That faded bottle of artificially sweet bodywash in the corner of your bathtub is about to get a major upgrade. Let me introduce you to Wildsmith Skin's Body Cleanser, with English chamomile (grown and harvested at the brand's Heckfield Estate) to calm and restore irritated skin, while hyaluronic acid offers deep hydration. When it comes to packaging, the brand doesn't believe in secondary boxes and, instead, the aluminium bottles can be widely recycled or reused.
Best conscious beauty buys – Makeup
The high-shine gloss
Capsule makeup brand Oceanly has a plastic-free approach to cosmetics. All of its formulas are housed in biodegradable FSC-certified cardboard to reduce waste as much as possible. While its cute concealer and cream blush give a pretty, dewy glow, the lip gloss is a firm favourite thanks to its non-sticky, balm-like texture that leaves a stunning wash of colour.
The nail enhancer
With stamps of approval from The Vegan Society and certified cruelty-free by PETA, Manucurist is paving the way when it comes to its nail polish formulas. It strictly steers clear of any potentially harmful, toxic or sensitising ingredients and opts to keep formulas majority plant-based where possible. Ideal if you're prone to reactions or allergies, plus, the high-shine sheer tint gives a healthy glow to nails.
The perfect foundation
Lumene Invisible Illumination Vegan Collagen Serum in Foundation SPF30 30ml
This vegan foundation is infused with an 89% skincare formula and it gives a healthy glow thanks to the addition of hydrating triple hyaluronic acid. Plus, the brand is determined to make its production line more sustainable. The Lumene factory in Espoo, Finland, runs on 100% sustainable hydroelectricity and uses a SmartWater programme to reduce water consumption.
The sun-kissed bronzer
One of the very first clean, sustainable beauty brands, Kjaer Weis has been championing conscious cosmetics since 2010. Its organic formulas are impeccable - the cream bronzer melts into the skin beautifully and gives a long-lasting glow. The refillable and 100% recyclable Red Edition compacts are made from glossy, featherweight paper that's eco-friendly and compostable, offering a clever (and cute) way to house makeup.
The glowy skin tint
Ilia Beauty doesn't scrimp on formulations - products are made with natural and organic ingredients, active botanicals and synthetics that have been proven safe for both humans and the environment. Oh, and with donations from sales of the Super Serum Skin Tint SPF 30, the brand has planted 831,000 trees so far. Pretty cool, huh? Well, we also love it for its glowy finishes and hybrid skincare-makeup formulas.
Victoria Jowett is an award-winning journalist and the former Beauty Director at Cosmopolitan UK. She was named one of PPA’s 30 Under 30 for her work in beauty journalism and oversees the skincare, hair, makeup and fragrance content across all of Cosmopolitan’s platforms. She's worked in the beauty industry for over 13 years (and tested 1000s of products), making her an expert when it comes to recommending beauty brands that truly work. Having started her career working weekends on a makeup counter, Victoria began interning at the likes of AnOther and IDOL magazine, before landing her first Beauty Writer job at weekly fashion magazine, LOOK. Joining Cosmopolitan in 2016, Victoria has always remained a beauty fanatic and has been lucky enough to interview everyone from Britney Spears to Kourtney Kardashian about their beauty routines. Follow her on LinkedIn.
