What Makes A Brand Clean?
The term clean beauty is a hot term in marketing of beauty brands these days but what does it really mean? Being “Clean” has no straightforward definition but typically means that products do not have harmful toxic chemicals, or synthetic ingredients. With rise of concern for conservation of our Earth, Clean beauty brands also use materials in their packaging to help protect the environment making them “Green”.
If you see the EWG Verified logo, the products packaging is made from sustainable resources. Green and clean terms are often seen side by side, but it is important to know that they mean completely different things.
What does it mean to be cruelty free?
First, it is important to realize that everyone is slapping the words cruelty free on their products more every day. While this may sound like a good thing, it is not. There are a few specific things that you must look out for, when determining if a brand is truly cruelty free. 1. The easiest way to tell is the box will have the PETA Approved cruelty free bunny logo on it. 2. Check where the product is sold, as brands sold in Mainland China have animal testing laws to abide by. 3. Research which parent company umbrella it is under. For example, NYX is supposedly cruelty free, but they were bought by Loreal in 2014, making them not 100% cruelty free. 4. If when in doubt, email the company with your specific question to determine its cruelty free status