One trend that has become increasingly popular over the last few years is clean beauty, as consumers become increasingly conscious about how the products they use can affect them and the wider environment.
It has gone under several names in the past, such as natural or organic beauty, and sometimes look for products that are chemical-free.
All three of these terms, lacking solid definitions, have been co-opted by marketers who added the term to products that either had dubious ethical credentials or outright lied.
As a result, increasingly savvy ethical consumers scrutinize each choice they make to ensure that they do not have specific aggressive ingredients, synthetic colors, and preservatives and ingredients that can harm the skin.
Typically, there are five particularly suspicious types of ingredient that are avoided in a lot of clean beauty products;
· Mineral oils, as they are a byproduct of crude oil and can clog pores,
· Silicones, molecules that can cause skin irritation,
· Parabens, a preservative linked to reproductive issues,
· Synthetic colors/fragrances, which can be absorbed through the skin and cause sensitivity and irritation,
· Sodium lauryl sulphate (SLS), which strips moisture from the skin.
In general, the focus is on minimally processed ingredients found in nature.