Let’s be clear on clean

If there’s one skincare or wellness trend that’s here to stay, it’s clean beauty. As we become more discerning of what we put on our skin, many brands shift to clean, natural ingredients that are sustainably sourced.

But what does clean beauty really mean? Different brands have their own definition of clean beauty. After all, there’s very little regulation when it comes to cosmetics or skincare, leaving the beauty industry to regulate itself. However, what seems to be common across most brands is the dedication to making beauty safer and more sustainable, by shifting to natural, non-toxic ingredients.

If you’re searching for a new product to try, you’re sure to come across terms like “natural”, “organic”, “non-toxic”, “green”, and “sustainable”, especially from brands that appeal to the growing segment of women who aim for natural beauty. These are often mixed and matched, but have very distinct differences. We can break it down for you.


Put simply, it’s anything derived from or made with natural ingredients from plants, animal by-products, or minerals. The quality of these ingredients are preserved in the manufacturing process, and no chemicals or artificial ingredients are added to it.


When you think organic, you think natural. These two are often used interchangeably, however, the key difference lies in the growing of the natural ingredients used. Organic products are stricter in the sense that no chemical herbicides, pesticides, fungicides, and antibiotics are used in the majority of the components.


This is the most straightforward out of all the buzzwords around, and probably the base requirement for all clean brands. What this means is that the product is free of any chemical that can be harmful or have adverse effects on your skin such as phthalates, parabens, formaldehyde, synthetic colors or scents, and triclosan among many others.


“Green” is often synonymous to “sustainable” when it comes to how brands describe their product, and is one of the major buzzwords for skincare. The key difference would be that green products are eco-friendly, highlighting their lack of potential for environmental harm and animal cruelty. These would be the ones that are not tested on any animal or contain any chemical that can possibly harm the environment.


To be sustainable is to be green and more. It’s the broader term of the two, and is primarily designed with the future in mind not just for the environment, but also for the community. A truly sustainable product puts careful consideration in the producing, harvesting, manufacturing, distributing, and recycling processes so that it’s environmentally, economically, and socially good from start to finish.


These buzzwords, while can be a bit confusing at times, are indicative of our growing consciousness in terms of the products we choose to support. Now, it’s no longer enough to simply look at the final product. We also consider how these products are made and packaged. Most importantly, we scrutinize the ingredients used in making them. After all, if a product is clean, natural, and good for the environment, then it’s highly likely that it will also be good for our skin. We go beyond brand names and look at the brand’s sustainability promise.

With so many brands claiming to be clean, it’s important to verify how legitimate that claim is. An easy way to check is to see if it’s vetted by the Environmental Working Group, dedicated to empowering women to make well-informed decisions in what they buy. If there’s an EWG-verified mark on the product, you can be assured that it’s clean and safe not just for you, but also for the world around you.

Every NENA skincare product is EWG-verified, passing a strict and high standard when it comes to safe, worry-free ingredients. It is also Halal-certified and gluten-free for truly vegan-friendly beauty.

As a verified clean brand, NENA actively supports the clean beauty movement and has sponsored  EWG CleanCon 2020 happening online this September 30, from 1 p.m to 6 p.m. EDT. 

This digital event is open to the public, and is packed with some of the biggest personalities in the movement for clean beauty. Join us and learn from innovators, entrepreneurs, influencers, and scientists on what it really means to be “clean”. Tickets start at $5, so get yours here.

Together, let’s support and advocate for #beautymadebetter.


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