These days, the phrase 'clean beauty' is everywhere... but it’s not always clear what it means.

There’s no official standard for what qualifies as “clean,” which means any brand or retailer can use the term. Even when their products contain synthetic fragrance, emulsifiers, silicones, or other ingredients many of us are trying to avoid. It’s no wonder there’s confusion and frustration, especially for those just beginning to explore more mindful choices.

So here’s some clarity around what “clean” actually means and how to spot it when you're browsing products.

How to Spot Truly Clean Skincare (and Cut Through the Confusion)

“Clean” and “natural” aren’t regulated terms, which means brands can use them freely (even if their formulas aren’t truly natural). So how can you tell what’s good, what’s questionable, and what falls somewhere in between?

Here's what I recommend:

1. Always start with the ingredient list.
It might feel like the most boring part of the package, but it’s the most important. Ideally, you’ll see a short list with recognizable plant names (including the official Latin plant names). If the label includes long, hard-to-pronounce chemical names, the word fragrance, or colorants (like FD&C Blue 1), the formula isn’t truly natural. Even if a product or brand advertises itself as “free from” certain things, it may still contain ingredients you’d rather skip.

Want a deeper dive into understanding ingredient lists?  Check out this blog post.

2. Look for transparency.
Trust brands that list all of their ingredients clearly, not just a few highlights. Bonus points if they also share why those ingredients are used. (Full ingredient lists are required on packaging, but some brands leave this off their website product pages.)

3. Pay attention to scent.
If you see fragrance or parfum on the ingredient list without any clarification, that usually includes a synthetic blend—and a potential irritant. The cleanest sources of scent come from plants (like distilled oils, flower waters, and resins) that offer both aroma and therapeutic properties.

4. Consider how the product is made.
Mass-produced skincare products are often formulated for long shelf lives and large-scale distribution. So that usually means including synthetic preservatives, emulsifiers, and fragrance to ensure consistency and stability. Smaller, artisan brands—especially those that make products in small batches—can prioritize truly natural ingredients, since they’re not relying on long-term shelf stability or industrial processes.

(This doesn’t mean bigger brands can’t be clean or that small-batch brands are always clean. But in general, the more intimate and intentional a brand's production process is, the easier it is to maintain ingredient integrity.)

5. Ask questions.
Any brand truly committed to clean beauty should be willing—and happy—to explain their sourcing, standards, and philosophy. Their website and social media should reflect their values. And if you’re unsure, reach out and ask.

What Clean Beauty Looks Like at Pure Luxe Apothecary

For Pure Luxe Apothecary, clean beauty isn't just a trendy phrase. It’s been my foundation from the beginning. Rooted in what I learned during my training in London and refined through years of hands-on experience, my approach is simple: use ingredients that are truly natural, genuinely effective, and aligned with both human and environmental well-being.

From those raw natural ingredients, I create formulas that are both simple and sophisticated, luxurious to use, and crafted to support well-being on every level. Body, mind, and spirit.

I’ve spent over a decade developing products that are beautiful and truly clean. They're made with therapeutic ingredients that work with your body’s natural rhythm and vibrancy.

Here’s what you'll always find in Pure Luxe Apothecary products:

🌱 100% Natural Ingredients 
🌱 Gentle, Holistic Formulas 
🌱 Fresh, High-Quality Products
🌱 Environmentally Friendly Packaging 
🌱 Handmade in Small Batches

For me, clean beauty isn't about perfection. It's about clarity, intention, and reconnecting with what’s always worked. Whole plants don’t just support us; they nourish, repair, and remind us of our own natural rhythms. When we care for ourselves with ingredients that come directly from the earth, we align with what's essential. And that’s where real beauty begins.

The Big Picture: Why Clean Beauty Matters for Your Skin, Your Health, and the Planet

Your skin is your largest organ, and what you use on your body doesn’t just sit on the surface. It absorbs and circulates. Many ingredients used in conventional skincare (like those all-too-common synthetic fragrances, parabens, phthalates, and silicones) can disrupt the skin’s natural function, affect hormone balance over time, and more.

Clean beauty is more than just a safer option - it’s a nourishing one. Whole plant ingredients are the original skincare, used for centuries to soothe, protect, and revitalize. These aren’t trends; they’re time-tested allies. And because we are nature, it makes sense that our bodies respond best to what’s natural. When we care for our skin with real botanicals, we’re not just avoiding harm. We’re working in harmony with something deeper. Plants help us restore balance, build resilience, and show up as our most vibrant selves.

And it’s not just about what’s safe for you. It’s also about what’s safe for the environment. The production and disposal of synthetic ingredients contribute to water pollution, toxic runoff, and long-term ecological damage. Choosing clean beauty is a way to care for yourself and the planet, one product at a time.

Thank you for being here. For being curious. For choosing ingredients with intention.

Every act of care, no matter how small, sends positive ripples out into the world! 
Keeping choosing well. It matters.

Love and gratitude,