What is Clean Beauty? (And Why Do People Love It So Much?) Averr Aglow

What is Clean Beauty? (And Why Do People Love It So Much?)

Clean beauty. You’ve seen it on your feed and heard all about it from that one eco-warrior coworker.

Suddenly, clean beauty is everywhere. Is it a trend? Or a movement?

Whatever it is, clean beauty has attracted millions of dedicated devotees. But if you’re new to the idea, you may be left wondering,

“Why are people so obsessed with ‘clean beauty?’ What is it, and how is it different from regular skincare?”

Why Clean Beauty is Disrupting the Skincare Industry

If the existing skincare market was already stellar and bulletproof, then the phenomenon of clean beauty wouldn’t be making such a splash. After all, you’ve heard the classic phrase: “If it ain’t broke, don’t fix it.”

Unfortunately, the flawed American skin industry does need a fix. But, what exactly is wrong with it?

Lack of Regulation

Unlike products like food or pharmaceuticals, which are closely monitored by the FDA, skincare is barely regulated. Let’s put it this way: In the European Union, there are over 1,328 dangerous chemicals and ingredients banned from cosmetics. In the United States, there are only 11.

We’ll do the math for you. That’s a difference of 1,317 potentially hazardous chemicals that could still be hiding in your American skincare and makeup, contributing to health issues from cancer to birth defects. These sneaky but technically legal ingredients include villains such as:

  • Known carcinogens
  • Skin irritants
  • Common allergens
  • Hormone disruptors
  • Industrial-grade preservatives

And these aren’t rare occurrences — the use of these ingredients is widespread in the American skincare industry. How confident are you that none of these are lurking in the products on your bathroom shelf?

Even if you took a comprehensive list of undesirable chemicals and went looking, you might not find all of the dangerous ingredients slipped into your favorite lotion or cleanser. You see, a lot of them are working under a seemingly innocent alias:

Artificial fragrance.

The Fragrance Loophole

Thanks to an old FDA loophole, artificial fragrances can smuggle all sorts of toxic chemicals and preservatives into your beauty products. And you don’t have to be a perfume junky to get more than your fill. Love a fruity dry shampoo or bakery-sweet body butter? Artificial fragrance is probably laced throughout your skincare and haircare collection.

The FDA loophole allows manufacturers to leave certain ingredients off their packaging, so instead they can sweep them all under the vague umbrella term “fragrance.” In this way, skincare companies can hide the presence of unsavory chemicals in their products — including shady ingredients like phthalates and other hormone disruptors.

11 Toxic Skincare Ingredients to Avoid at All Costs


Propylene glycol is a main ingredient in antifreeze. Antifreeze for your car? Sure. But antifreeze in your face products?

Why are companies still getting away with using all of these European-banned ingredients and chemical-hiding fragrances?

Unfortunately, America’s limited cosmetics laws were laid down over 80 years ago, in 1938. That’s before we even knew how many of these ingredients were dangerous to human health. And now, these laws have become legal dinosaurs, completely out of touch with the modern market.

So it’s no surprise that health-conscious skincare enthusiasts are flocking to clean beauty in droves.

At its very core, clean beauty is simply the idea that products should be free of harmful ingredients. An attractive prospect! Just pick up the latest “clean beauty” product on your next Target run, and you’ll be good to go, right?

If only it were that simple.

Looking Deeper Than “Clean Beauty” Labels

As with any beauty trend, once clean beauty started gaining popularity, it began sweeping product shelves from Nordstrom to Walmart. No longer confined to niche and high-end skincare lines, “clean beauty” labels started popping up from every inescapable drugstore brand.

You’d think this is a sign of positive progress. Isn’t it a good thing to see mainstream brands holding their products to a higher, healthier standard?

Unfortunately, clean beauty doesn’t mean the same thing to everyone. And some companies use a tactic called “greenwashing” to make their products seem like clean, safe options...when they aren’t.


From the get-go, clean beauty sounds like a wholesome solution. Clean is literally in the name! But if the FDA isn’t monitoring cosmetics, who is regulating the term “clean beauty?”

That’s right — nobody.

So while the core ethos of clean beauty is admirable (and one that we follow), not every so-called “clean beauty” product is immediately trustworthy. It’s up to individual corporations to define their meaning of clean beauty. While some companies take this very seriously, others use it more as a marketing tactic than anything else.

To determine whether a product is really clean, you’d have to dig deeper — fact-checking its ingredient label, for a start. (Does everything on there fit your definition of “clean?” Are its ingredients gentle, non-toxic, and safe for your health?)

Similarly, you may want to check a company’s credentials when they make these claims:

  • No harmful chemicals. Remember, only 11 are legally considered “harmful,” which leaves a lot of wiggle room with this claim.
  • Hypoallergenic. Like “clean beauty,” this is another non-regulated term.
  • Cruelty-free. This claim is only reliable if backed up by third-party certifications, like ours from PETA and the Leaping Bunny program.

For a full overview of dubious skincare product claims, read our article on the topic.

Long story short, your search for safe products won’t end by simply spotting a “clean beauty” label and taking it at face value. Want products you can trust? Then make sure this clean beauty claim is coming from a company you can trust.

What Clean Beauty Means to Us

Out here in the skincare wilderness, each company must follow its moral compass when claiming the title of “clean beauty.” At Averr Aglow, we take this responsibility very seriously, from the moment we dream up a product to the moment it arrives at your door. That’s why our skincare must meet our own set of clean beauty standards — and the bar has been set high.

Free of Harmful Ingredients, Even If They’re Legal

Just because something is legal doesn’t mean that it’s beneficial. But Averr Aglow isn’t interested in cutting corners or lowering costs at the expense of your skin. Our products are built to cultivate the health of your complexion from its very foundations, and that begins with safe, skin-friendly ingredients.

Averr Aglow products NEVER include cheap, dangerous additives like:

  • Parabens
  • Phthalates
  • Artificial fragrances
  • Chemical preservatives

High Quality

For some companies, clean beauty is only about what’s left out of their products. But we believe it’s just as important to be selective with what goes in. Ultimately, clean beauty products will only make a difference to you and your skin if they work.

At Averr Aglow, we believe that prioritizing clean beauty shouldn’t compromise our skincare’s quality, effectiveness, or sense of luxury. That’s why we use the highest-grade ingredients, choosing every extract, clay, and botanical with care.

If it isn’t the best, then it isn’t in our products.


In our opinion, transparency is a cornerstone of clean beauty. Our ingredient lists are built around recognizable plants and minerals, so you can see our nature-based ideology shining through in each product.

And forget about hiding behind vague, underhanded terminology like “fragrance.” At Averr Aglow, each ingredient is listed individually, so you know exactly what you’re putting on your irreplaceable skin.

Making Clean Beauty Easy and Accessible

The idea of clean beauty is simple, but individually researching each product and ingredient on your skincare shelf quickly becomes an overwhelming task.

Averr Aglow is here to help you shop with confidence. With our products, there is no worry or mystery — only clean, safe formulations that you can feel good about using. And because our products are truly clean, they are safe for all skin types. So whatever your skincare goals, we have a skin-empowering solution for you.

  • Worried about acne blemishes?— Our original line, the Clear Skin Kit, is the perfect place to begin your new journey into clean skincare.
  • Ready to infuse your skin with long-lasting illumination?— Keep fine lines at bay with the deep, preventative nourishment of our Forever Radiant Kit.
  • Need the benefits of both?— Mix and match your way to a unique, clean skincare routine built specifically for your complexion!
Averr Aglow Clear Skin Kit and Forever Radiant Kit


For too long, we’ve put appearance first and our health second. But now, you can treat yourself to skincare that cherishes and supports your skin. With genuinely clean products from an honest, trustworthy company, there’s no need to compromise. So if you’re ready to see what real clean beauty can do, try Averr Aglow today, and unveil your natural glamour with products that put your skin first.

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