The Soil Association is the country's leading organic certification body. You will see their logo on all Pai products, which means that they are really organic. In this guest blog, the Soil Association explains how the clean beauty trend is cleaning up the industry.
Clean Beauty viewed our Instagram feeds as the most widespread trend of 2017 last year. But what does that mean? Well, it depends who you ask …
For some, Clean Beauty means products without synthetic ingredients, non-toxic or avoiding certain ingredients. For others, it means natural and sometimes even organic. One can assume that clean beauty can be interpreted.
When we look back at what happened to clean eating and the negative connotations that resulted, it is surprising how clean beauty without sound definition became so popular.
Although ambiguous, the consumer-oriented trend of clean beauty has had a positive impact on the cosmetics industry. It has enabled people to question cosmetics companies healthily, to be better informed about ingredients and to open the space for organic and natural alternatives.
It also challenged brands and made them rethink existing wording and news on products.
From the Soil Association's perspective, we used the Clean Beauty movement as a platform to inform, educate and inspire people about what organic beauty really is, what it means to be certified and why certification is so important is.
In April 2017, as part of our “Come Clean About Beauty” campaign, we highlighted the widespread green washing in the industry. We found a number of "organic" products on the main street with organic information on the labels, but which contain ingredients that do not meet organic standards.
Thousands of people have signed a petition to access the brands in the Come Clean About Beauty report and to use the terms "natural" and "organic" responsibly or not at all. We recommend using any amount of organic ingredients in beauty products, but do not believe that brands should take misleading risks by claiming marketing for these ingredients if the rest of the product does not meet organic standards.
Consumers agreed; 76% told us they felt misled when they found out that products were not certified and could not meet organic standards.
Clean beauty must be clearly defined, otherwise it is simply another form of greenwashing for the beauty industry.
When you are looking for Clean Beauty, you have to ask yourself what you are really looking for in a clean product. If it is a product that has been developed for sensitive skin, non-toxic, natural, organic or vegan – there are very different requirements that are not defined under the umbrella of "clean".
Learn more about organic beauty here.