Clean Beauty: The Ideal, Reality, and Future of Transparency

Abstract

In recent years, the Clean Beauty movement has gained momentum. Generally, clean beauty refers to brands and products that do not contain ingredients harmful to the human body, are environment- and animal-friendly, and are sustainable and transparent. However, there is no clear definition, and its interpretation is largely left to companies and consumers. While clean beauty aims to encompass diverse values, the concept remains somewhat uncertain and ambiguous. This paper will focus on the current state of clean beauty, particularly in relation to ingredient safety, and explore what steps can be taken to realize this ideal. In response to the growing demand for ingredient transparency, ingredient evaluation platforms have been introduced internationally. Additionally, as clean beauty continues to expand, the need to address issues like greenwashing and “free-from” claims has become a global concern. Product safety initiatives, sustainability, and environmental considerations are also essential pillars of clean beauty. The end-to-end (E2E) approach─understanding and improving the entire supply chain from the origin of raw materials to post-use by consumers, with transparency at each stage─is also gaining ground. As we work to address these issues, we cosmetics technologists must embody clean beauty with careful attention to detail and a commitment to scientific evidence.