Clean Formula, Clean Beauty: Everything You Need to Know
Clean formulas, clean beauty: we explain
If you’re here, it’s probably because you’ve already read or heard the term Clean Beauty , which literally means ‘clean beauty’ and refers to a new generation of more natural and sustainable cosmetic products.
Originally part of industry jargon and then picked up by the media, terms relating to ‘clean’ formulations and ‘clean beauty’ are now entering everyday language, driven by the general public’s growing interest in products that are kind to people.
What do these terms actually mean? How can you make sense of them? We’re here to explain.
What is Clean Beauty?
There is currently no clear, formal definition of what ‘clean cosmetics’ might entail on the French market. There is no official designation; at this stage, it is more of a marketing concept.
The idea is that a ‘clean’ formula must be safe for the user.
From this perspective, Aroma-Zone products fully meet the unofficial criteria for ‘clean beauty’. Designed to give you the freedom to create your own formulations, without any nasty surprises and with as much information as possible at your disposal, they represent a pioneering revolution in the way we look after ourselves and our loved ones.
At the same time, and because it is not endorsed by any official label, ‘clean beauty’ has many limitations. Some manufacturers see it as an opportunity to market themselves in a way that’s in tune with current trends, without necessarily being consistent.
Bear in mind, for example, that a formula may be promoted as ‘clean’ whilst:
fail to disclose the exact details of its composition;
in fact prove to be ineffective;
have packaging that undermines its ‘cleanliness’ over time …
What connection can be made between holistic beauty and Clean Beauty?
From its very beginnings, when the original aromatherapy information website was launched in 1999, Aroma-Zone has been driven by a desire to take a holistic approach to beauty.
Indeed, we have always believed that radiant skin, healthy hair or a toned body cannot be achieved simply by applying cosmetic products, however promising they may be. We believe it is essential to take one’s entire lifestyle into account in order to adopt healthy routines and a coherent approach to self-care: diet, sleep, physical activity, stress and emotional management… Not forgetting a good dose of letting go and joy, of course!
Moreover, taking a holistic view of beauty is no easy choice: it means setting ourselves high standards in our daily lives. This vision drives us to pay attention to every detail and to consider the role each one can play in the ‘whole’ that is physical beauty – and its corollary, well-being. It is an uncompromising philosophy that goes far beyond the myriad ‘free-from’ claims (free from aluminium salts, free from fragrance…) which are not always meaningful.
So, is holistic beauty ‘clean’ as we understand the term today? Yes, by its very nature! Holistic beauty cannot tolerate harmful additives, practices that are detrimental to producers, or the denaturation of its ingredients… It strives for excellence in formulation and the absence of substances harmful to humans and the environment, right through the entire supply chain.
In short, holistic beauty encompasses the concept of Clean Beauty whilst taking it a step further. A holistic skincare product is necessarily clean, but the reverse is not necessarily true.
How can consumers find their way around?
In a somewhat vague context that is riding the wave of a strong consumer trend, we recommend – if these issues concern you – that you seek as much guidance as possible to help you understand the products.
Indeed, we believe that a consumer educated in Clean Beauty becomes a conscious, responsible stakeholder in their purchases and actions.
At Aroma-Zone, the expansion of the network of boutique-workshops and the growing range of in-depth online content provided by experts (on our website and social media) are designed to inform both our existing community and new customers accurately, enabling them to become 100 per cent self-sufficient on these topics. No greenwashing, just the facts.
“The way Aroma-Zone operates is very different from ‘traditional’ beauty companies. We don’t have a marketing department. The innovation and product development team is also responsible for what is written on the packaging and on the website. As a result, our messaging is based on science.”
“We want to be completely transparent.”
Sabrina Herlory
Managing Director of Aroma-Zone
Why and how do Aroma-Zone products fit into this ‘clean beauty’ concept?
Driven by a commitment to safety and positive health benefits across its range of over 2,000 products, the brand made the decision very early on to:
focus exclusively on ingredients of natural origin: essential oils, hydrosols, vegetable oils, natural extracts, etc.;
prioritise transparency regarding these ingredients, their origins, their organic quality, their extraction processes, and the detailed compositions and INCI lists of the ready-to-use formulations;
promote a sustainable and ethical approach, particularly in terms of partnerships with suppliers, whether through short supply chains within France or in specific regions where the nature of an ingredient so requires;
not to test its products on animals and to verify the absence of pollutants and contaminants where necessary, through meticulous quality controls;
switch to fully recyclable packaging for parcels from online orders;
to constantly improve and innovate, whilst showing the utmost respect for the human body and the planet. We also remain constantly attentive to our community’s views on these matters, which are likely to evolve regularly in line with research and societal concerns.
“We don’t want any middlemen, so whether it’s Ashwagandha in India or Kigelia in South Africa, we know exactly who is growing the plants and under what conditions.”
Pascale Ruberti
Head of Innovation & Products at Aroma-Zone
But that’s not all… Whilst Aroma-Zone products can undoubtedly be considered ‘clean’, they also aim for optimal effectiveness and affordable prices – criteria that fall outside the scope of Clean Beauty but which are of great importance to us and, we are convinced, to consumers too.
Finally, to find out more about some of our French producers and ingredients, please do take a look at our previous features:
Article written by Lou Dumas, Naturopath
Lou graduated from HEC in 2012. She gained ten years of experience in marketing for cosmetics and perfumes before becoming an independent consultant in this field. She recently completed a three-year naturopathy program at the European College of Holistic Naturopathy (CENATHO, Paris) with the goal of supporting the physical and mental health of the people she works with through a holistic approach to lifestyle.
