The clean beauty movement has exploded, but with it comes confusion. What does "clean" even mean? And which brands actually deliver on their promises? We've done the research to bring you 15 brands that truly walk the walk.
What Makes Beauty "Clean"?
There's no FDA regulation for "clean beauty," so brands define it differently. Generally, clean beauty means:
- Free from potentially harmful ingredients (parabens, sulfates, phthalates)
- Transparent about all ingredients
- Often focused on sustainability
- Cruelty-free
Clean Makeup Brands
1. Ilia Beauty
For nearly a decade, Ilia has been pushing the clean beauty movement forward with skincare-powered formulas. Their Super Serum Skin Tint and Limitless Lash Mascara are cult favorites. The brand goes the extra mile with packaging made from recycled aluminum and responsibly sourced paper.
2. Kosas
Their "makeup for skincare freaks" philosophy means every product pulls double duty. The Revealer Concealer brightens while treating skin, and their hyaluronic lip balms deliver color with hydration. Available at Sephora and higher-end retailers.
3. RMS Beauty
Founded by makeup artist Rose-Marie Swift, RMS focuses on raw, organic ingredients that enhance rather than mask. Their "Un" Cover-Up concealer and Living Luminizer are backstage staples that deliver a natural, dewy glow.
4. Merit
This minimalist brand focuses on easy, buildable products for the "no-makeup makeup" look. The Flush Balm and Day Glow highlighting balm have developed serious cult followings for their foolproof application.
5. Westman Atelier
Created by celebrity makeup artist Gucci Westman, this luxury clean brand offers high-performance products like the Vital Skin Foundation Stick. Pricey but delivers editorial-quality results with clean ingredients.
6. 100% Pure
True to its name, this brand uses fruit pigments and plant-based ingredients. Their Coffee Bean Caffeine Eye Cream and Fruit Pigmented Mascara prove natural doesn't mean less effective.
Clean Skincare Brands
7. Tata Harper
Luxury farm-to-face skincare made on a Vermont farm. The Resurfacing Mask and Regenerating Cleanser are expensive but exceptional, packed with high concentrations of active botanicals.
8. Drunk Elephant
Their "Suspicious 6" philosophy avoids essential oils, drying alcohols, silicones, chemical sunscreens, fragrances, and SLS. The Protini Polypeptide Cream and T.L.C. Sukari Babyfacial have become skincare staples.
9. True Botanicals
Award-winning skincare using organic and wildcrafted ingredients like chebula (an Ayurvedic fruit) and algae extract. They offer everything from acne-prone sets to pregnancy-safe products.
10. Youth to the People
This brand merges superfoods with science. They focus on pH levels and are sulfate-free, cruelty-free, and 100% vegan. The Superfood Cleanser and Superberry Hydrate + Glow Dream Mask are standouts.
11. Cocokind
Ultra-affordable certified organic skincare that's also cruelty-free and gluten-free. The Texture Smoothing Cream and Ceramide Barrier Serum prove clean skincare doesn't have to be expensive.
12. Versed
Clean skincare at drugstore prices, available at Target. The Press Restart Gentle Retinol Serum and Dew Point Moisturizing Gel-Cream make effective clean beauty accessible to everyone.
13. Beautycounter
One of the strictest ingredient standards in the industry, with over 1,800 banned ingredients. Their Countertime collection and Vitamin C Serum are backed by serious science.
14. One Love Organics
Small-batch crafted and free from fillers, this brand's Skin Dew Coconut Water Cream and Botanical B Enzyme Cleansing Oil deliver impressive results with minimal ingredients.
15. Herbivore Botanicals
Beautiful, Instagram-worthy products that actually work. The Blue Tansy Resurfacing Clarity Mask and Bakuchiol Retinol Alternative Serum are favorites for sensitive skin types.
Where to Shop Clean Beauty
Credo Beauty is the gold standard for clean beauty retail—all products must meet their rigorous "Credo Clean Standard." Other great options include The Detox Market, Follain, and the clean beauty sections at Sephora and Ulta.
Red Flags to Watch For
- Vague claims like "natural" or "green" without specifics
- No full ingredient list available
- Greenwashing packaging without substance
- Missing third-party certifications
- "Fragrance" listed without disclosure of components
Our Verdict
Clean beauty is worth exploring, and the market has matured significantly. The 15 brands above have proven track records, transparent practices, and products that actually perform. Start with one or two products from brands that align with your concerns, and build from there.