What Clean Beauty Actually Is (and How to Spot Greenwashing Without Going Crazy)

When I first started caring about ingredients, it was during pregnancy. I went from “whatever is on sale” to “WHY are there 47 things in this lotion and half of…

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Do you ever feel overwhelmed by trying to figure out which products are actually clean?

If you have ever stood in the Target skincare aisle holding two “clean” moisturizers and thought, Okay… why do I feel like I need a chemistry degree and a nap? — same.

When I first started caring about ingredients, it was during pregnancy. I went from “whatever is on sale” to “WHY are there 47 things in this lotion and half of them sound like villains?” I wanted to do the right thing, but I did not know what I was actually supposed to be looking for. And I 100% fell for greenwashing in the beginning, because the packaging was cute, the buzzwords were comforting, and the word “natural” made me feel like I was making a good choice.

So let’s clear this up in a way that is calm, practical, and not fear-based.

This post will explain:

  • what “clean beauty” really means (and what it does not mean)
  • the most common greenwashing tactics brands use
  • a simple label-reading checklist
  • a top 10 list of ingredients to avoid (in normal human language)
  • and a deeper dive on the sneakiest one of all: fragrance

Key notes

What “Clean Beauty” Means (and Why It’s Confusing)

Here’s the honest truth:

“Clean beauty” is not a regulated term.
There’s no single official definition that every brand has to follow. That means two products can both claim “clean” and have completely different ingredient standards.

So when a brand says:

  • “clean”
  • “non-toxic”
  • “natural”
  • “green”
  • “eco”
  • “chemical-free” (more on that one in a second)

…they are usually describing a marketing vibe, not a legally consistent standard.

So what is clean beauty, practically?

In real life, “clean beauty” usually means:

  • avoiding certain controversial or high-risk ingredients (like some preservatives, certain fragrance components, formaldehyde releasers, etc.)
  • choosing products that are generally gentler or less irritating for many people
  • sometimes prioritizing transparency, sustainability, and ethical sourcing

And what is “low-tox”?

I like “low-tox” better than “clean,” because it implies reality:

Low-tox = reducing exposure where it matters most.
It’s about making swaps that feel doable and focusing on the things you use most often (daily skincare, deodorant, body lotion, lip products, shampoo, etc.).

If you want a starting point, here are a couple of reads that can help:

The Biggest Greenwashing Tricks in Clean Beauty (So You Don’t Get Played)

Greenwashing is when a brand uses “green” language to sound safer, cleaner, or healthier than it actually is.

Here are the most common tricks — and what to look for instead.

1) “Natural” and “Plant-Based” as a Shield

Natural does not automatically mean safer or gentler. Poison ivy is natural. So are essential oils that can potentially irritate your skin.

What to do instead: Look at the ingredient list + your personal sensitivities.

2) “No Harsh Chemicals” (…but everything is a chemical)

Water is a chemical. Salt is a chemical. The phrase “chemical-free” is basically a red flag that the brand is hoping you won’t ask questions.

What to do instead: Ignore the vibe. Read the ingredients.

3) “Dermatologist-Tested” or “Clinically-Proven” With No Context

These phrases can be meaningful… or meaningless. Sometimes it just means they tested it on a small group and nobody had a major reaction.

What to do instead: Look for specifics (what was tested, how, and results). If there’s no detail, treat it as fluff.

4) “Clean at Sephora / Clean at ___”

Retailer programs can be helpful for narrowing options, but they are still criteria-based marketing programs, not universal safety standards.

What to do instead: Use these as a starting filter, not a final answer.

5) Loud Claims on the Front, Tiny Ingredients on the Back

A product can say “free from parabens” and still contain other ingredients you might be avoiding. “Paraben-free” is often used because it’s familiar.

What to do instead: Flip it over. Always.

6) “Fragrance-Free” vs “Unscented” Confusion

Unscented sometimes means they used fragrance to mask smell. Yep.

What to do instead: Look for “fragrance-free” and scan for fragrance ingredient names (we’ll cover them below).

7) Fake “Eco” Symbols and Vague Sustainability Claims

Leaf icons, earth tones, “conscious,” “clean,” “planet-friendly”… none of that is regulated.

What to do instead: Look for specifics – refillable packaging, verified certifications, transparent sourcing, clear recycling info.

The Calm, Practical Clean Beauty Shopping Checklist

When you are overwhelmed, do this:

Step 1: Start with your “daily drivers”

Focus on what you use most often:

  • moisturizer
  • sunscreen
  • deodorant
  • body lotion
  • lip balm
  • shampoo/conditioner

Step 2: Do the quick label scan

Look for:

  • fragrance/parfum (big one)
  • “free from” claims that feel like distraction
  • long ingredient lists where you cannot recognize anything (not always bad, just a clue to slow down)

Step 3: Pick your personal “non-negotiables”

My general approach (and you can steal this):

  • I am picky, but I try to not panic.
  • I prioritize avoiding fragrance, endocrine-disruptor concerns, and certain preservatives.
  • I’ve found that stressing never helps and choose to rest in doing my best.

Step 4: Use apps/certs wisely (but don’t become dependent)

Apps can be a useful training wheel when you’re learning, but they sometimes:

  • flag ingredients without context
  • miss nuance about concentration/formulation
  • disagree with each other

Use them to learn patterns, then rely more on your own short list.

The Top 10 Ingredients (and Ingredient Groups) to Avoid in Beauty

Quick note: This isn’t meant to make you afraid of everything. It’s meant to give you a short, practical list so you can shop faster and with more confidence.

Fragrance / Parfum (the sneakiest one)

“Fragrance” can be a catch-all term that protects a brand’s proprietary scent blend — meaning they don’t have to list every component individually.

Why it matters:
– it’s a common trigger for irritation and sensitivities
– it can hide a cocktail of compounds under one vague word

How to spot it:
– fragrance
– parfum
– aroma
– perfume
– sometimes essential oil blends (more on that below)

Keep reading because I’m giving fragrance its own full section.

Phthalates (often connected to fragrance)

Phthalates are sometimes used to help fragrance last longer. Not every product lists “phthalates” clearly, which is why fragrance is the bigger “umbrella” red flag.

Commonly found in:
– fragrance-heavy products (perfume, body spray)
– hair styling products
– deodorant
– nail polish
– scented lotions

Why it Matters:
Science links phthalates to multiple health hazards including:
– Hormone disruption (especially with BBP, DBP, and DEHP)
– Lower sperm counts in men
– Asthma, allergies, and potential links to obesity and diabetes
– Cardiovascular disease (DEHP)
And even more health concerns.

How to spot it:
– Unfortunately, phthalates are generally not listed on ingredient lists. Products that contain “fragrance” on the label generally contain phthalates. So if you see that a product has “fragrance” or “parfum”, you’ll want to skip it.

Parabens (preservatives)

Parabens are preservatives that prevent mold/bacteria growth in products (which we do want!). Thankfully there are more natural options for avoiding mold and bacteria growth.

Commonly found in:
– lotions, creams
– body wash
– shampoo/conditioner
– makeup (foundation, concealer)
– shaving creams
– some baby products

Why it matters:
– Can mimic estrogen in the body
– Can affect thyroid function

How to spot it:
– methylparaben
– propylparaben
– butylparaben
– ethylparaben

Formaldehyde-releasing preservatives

These are preservatives that can release small amounts of formaldehyde over time. They come up often in hair products and some personal care items.

Why it matters:
– Formaldehyde is considered a known human carcinogen

Commonly found in:
– Nail Polish
– Nail Glue
– Eyelash Glue
– Eyelash Serum
– Hair gel
– Hair-smoothing products
– Baby Shampoo
– Body Soap
– Body Wash
– Color Cosmetics

How to spot it:
– Quaternium-15
– DMDM hydantoin
– Imidazolidinyl urea
– Diazolidinyl urea
– Polyoxymethylene urea
– Sodium hydroxymethylglycinate
– 2-bromo-2-nitropropane-1,3-diol (bromopol)
– Glyoxal

PFAS (aka “forever chemicals” ingredients)

PFAS can show up in some long-wear makeup, waterproof products, and certain “stay put” formulas. Many people avoid them because they build up in the environment and in our bodies.

Commonly found in:
– waterproof mascara
– long-wear foundation
– liquid lipstick
– setting spray
– “24-hour” makeup
– some primers
– sometimes shaving/anti-frizz products

Why it matters:
There have been links to many health issues including:
– Increased risk of kidney and testicular cancer
– Pregnancy-induced hypertension and preeclampsia
– Changes in liver enzymes

What to look for:
– PTFE
– perfluoro-
– polyfluoro-
– “fluoro” ingredients (scan for fluor)

Oxybenzone and certain chemical UV filters

Studies have been coming out that show the dangers of using oxybenzone and octinoxate.

Commonly found in:
– sunscreen
– facial moisturizers
– lip balm
– lipstick
– anti-aging creams
– hair conditioners
– fragrances

Why it matters:
Studies have linked it to:
– hormone disruption
– cellular damage
–

BHT & BHA (synthetic antioxidants/preservatives)

BHT (butylated hydroxytoluene) and BHA (butylated hydroxyanisole) are synthetic antioxidants used to keep oils/fats in products from oxidizing (aka going rancid), which helps formulas stay stable and last longer on shelves.

Commonly found in:
– hair products with oils (serums, styling products)
– lipstick + lip balm
– eyeshadow + blush/bronzer + face powder
– long-wear foundation + concealer
– moisturizers + creams (especially richer formulas)
– sunscreen + SPF makeup (sometimes)

Why it matters:
Many people choose to avoid BHT/BHA because:
– BHA has been classified by IARC as possibly carcinogenic to humans (Group 2B), and it’s also listed by some health agencies as a chemical of concern based on animal data
– BHT has been specifically evaluated for potential endocrine-related activity

What to look for:
– BHA (butylated hydroxyanisole)
– BHT (butylated hydroxytoluene)

Talc (powders — contamination concerns)

Talc is used to help makeup feel silky and to absorb moisture/oil. The concern is that talc can sometimes be contaminated with asbestos, and FDA has continued testing talc-containing cosmetics for asbestos contamination.

Commonly found in:
– some dry shampoos
– setting powder
– pressed powder
– eyeshadow
– blush/bronzer
– some foundations

Why it matters:
People avoid talc because:
– asbestos-contaminated talc is considered carcinogenic
– ongoing attention/testing exists around asbestos contamination in talc-containing cosmetics

What to look for:
– talc

Sodium Lauryl Sulfate / Sodium Laureth Sulfate (SLS/SLES)

SLS and SLES are surfactants—basically the ingredients that make products foam and feel super “clean.” They are not automatically “toxic,” but a lot of people avoid them because they can be drying or irritating, especially if you have sensitive skin, eczema-prone skin, a compromised skin barrier, or you are washing your hands/face a million times a day.

Commonly found in:
– shaving cream
– shampoo (especially clarifying or “deep clean” types)
– body wash + bubble bath
– face cleansers (especially foaming cleansers)
– hand soap
– toothpaste

Why it matters:
Many people choose to avoid SLS/SLES because:
– they may cause scalp dryness/itchiness for some people, especially with frequent use
– they can strip oils and weaken the skin barrier, leading to dryness and irritation for some people
– they can contain 1,4-dioxane, which is a group 2B carcinogen
– SLS in particular is a well-known skin irritant in dermatology testing and can aggravate sensitive or eczema-prone skin

What to look for:
– ammonium laureth sulfate (ALES)
– sodium lauryl sulfate (SLS)
– sodium laureth sulfate (SLES)
– ammonium lauryl sulfate (ALS)

Petrolatum (aka Petroleum Jelly)

Petrolatum is an occlusive, meaning it sits on top of the skin to help prevent water loss (which is why it can feel so protective for dry, cracked skin).

Commonly found in:
– classic petroleum jelly products (Vaseline-style)
-“healing” ointments and barrier balms
– lip balm and “lip masks”
– diaper rash creams and baby barrier products
– heavy-duty hand creams / cracked-heel treatments
– some fragrance-free eczema-friendly moisturizers

Why it matters:
Many people avoid petrolatum because:
– it is petroleum-derived… need I say more?
– there’s concern about possible contamination with polycyclic aromatic hydrocarbons (PAHs) PAHs are considered to be a possible carcinogen.

What to look for:
– petrolatum
– petroleum jelly
– white petrolatum

Why “Fragrance” Deserves Its Own Section

If you only remember one thing from this post, let it be this:

Fragrance is the easiest way for a product to look “clean” while hiding a lot of what you actually care about.

Why fragrance is so sneaky

“Fragrance-free” vs “unscented”

How to spot fragrance on labels

Look for:

And also watch for common fragrance allergens listed separately, like:

(These are not automatically “toxic,” but they are common fragrance-related sensitizers for a lot of people.)

A realistic mom takeaway

If you are overwhelmed and want the biggest “bang for your buck” swap:

Go fragrance-free in your daily leave-on products first (lotion, moisturizer, deodorant, lip balm).
That one change alone can simplify everything.

Side Note About Essential Oils

I love products that are scented with essential oils, but they are not for everyone. Essential oils are natural, but they can be very irritating for some people — especially in leave-on products.

How to spot it:

My advice: Essential oils can be fine for some people, but if you have sensitive skin, I recommend avoiding them, or patch testing it on your skin before using it all over your face.

So… Is “Clean Beauty” a Scam?

No — but the marketing can be.

Clean beauty can be a helpful category if you treat it like this:

Some helpful tips:

Frequently Asked Questions

Is clean beauty the same as non-toxic?

Not necessarily. “Non-toxic” is also not consistently regulated in beauty. Think of clean beauty as a marketing category, and low-tox as a personal strategy.

Do I need to throw everything away and start over?

No. Use what you have, replace as you run out, and start with your daily and most toxic products first. It took me years to fully reach a full low-tox beauty routine.

Are “clean at” retailer labels trustworthy?

They can be a helpful filter, but they are not a universal safety standard. Always check the ingredient list.

Is fragrance always bad?

Not necessarily. It is one of the most common irritants and the least transparent label term. It is possible to find scented products that have naturally derived fragrances, you just have to know what your skin can tolerate.

What’s the best clean beauty app?

To be honest, I haven’t found any that I just love. Part of it is that most of them require subscriptions and just haven’t fit in my budget. But also, while apps can help you learn, they can also be inconsistent. I found the most helpful tool is just educating myself and learning what to look for. If I don’t recognize an ingredient, I look it up myself.

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