BARE NECESSITIES: CLEAN BEAUTY

BEYOND NOISE DEBUNKS CLEAN BEAUTY MYTHS, RESTING ON THE ETHOS THAT LESS IS MORE.

By Morgan Becker

Clean beauty—it’s a term that comes up a lot in the industry as of late. Every brand, young and established, seems to have a page on its site dedicated to its uniquely sustainable offerings, some Earth Month activation, and an origin story that rails against testing cruelty, proclaiming a love of nature and a skincare-first ethos by way of an essentials-only ingredient list.

But is clean beauty more than a buzzword? Can it transcend the churn of the trend cycle?

The beauty industry is set to generate $677.19 billion in revenue in 2025 alone, which means that newcomers and veteran brands alike face stronger pressure than ever to evolve. This means cultivating personalized routines, taking in factors like health (allergies, irritants, chemicals, preservatives), affordability (distinguishing skyrocketing price points with real effectiveness), and their own needs (identifying skin types, sensitivities, immediate concerns versus preventative measures, often via trial-and-error).

Undoubtedly, it’s a good thing that clean beauty has entered the mainstream. Brands recognize their responsibility to align with the movement, and there are some established ways to determine whether their standards are up to par: certifications like USDA Organic, EWG Verified, Leaping Bunny, and on a company level, stuff like the Clean at Sephora seal. There is no regulatory, overarching definition, though, of what makes a product truly safe—truly clean—and beyond that, what makes it feel and look good. Not everyone has the time to brush up on the science of skin anatomy and active ingredients, or the money to try a million new formulas or consult a dermatologist on what would best serve them; there’s no easy way to tell what’s a marketing ploy, and what’s a genuine attempt at product that’s as caring toward the body as it is to the earth.

Most experts agree to start at less is more. “Particularly after lockdown,” said facialist Tarryn Warren, “there has been more overtreated skin, and when I ask for a list of all the products my clients are using, it’s way too many actives and concoctions… It’s fun buying new skincare, but I’ll get clients asking me, ‘Is there anything new?’ and I always say, ‘Why do you feel you need something new?’”

Dermatologist Dr. Sam Bunting concurs, emphasizing slow phasing-in and a manageable practice: “Like your workout routine, skincare is about showing up regularly, it’s about regular habits… I’m all about simplification.” Thus the products we do choose, we should have the utmost confidence in. Ideally, they’ll carry us through decades, environmental changes, beauty fads. Where to find products of that caliber; products we’re comfortable dedicating ourselves to? Beyond Noise’s resident expert, Lucia Pieroni, weighed in with a few brands that go beyond the baseline, offering truly innovative approaches to the realm of clean beauty.

RMS, founded by makeup artist Rose-Marie Swift, is veritable by way of its pioneer status. “I had a website exposing the chemicals in the [cosmetics] industry in 2004, and I got a lot of press for it,” she explained in one interview. The industry’s transition to digital (literally) zoomed in on the drying and damaging effects of big beauty, pushing Rose-Marie to go her own way, controversial as it was at the time. RMS has upheld the highest of standards since its inception in 2009: Only using raw food-grade ingredients, practicing complete transparency, and manufacturing exclusively with GMP Certified partners, specialized in handling products with at least 90 percent natural and organic ingredients, without compromising their potency. In terms of what they avoid, RMS goes above and beyond: “The United States currently bans only 30 ingredients from personal care products,” the brand states. “There are currently over 2,700 ingredients that we do not use.”

One of the biggest myths in clean beauty is the notion that synthetic is always bad, and natural, always good. A close second: That skincare is intrinsically cleaner than cosmetics. ILIA takes care to debunk both, with poppy, colorful, sensitivity-friendly products where the basics and chemical innovation meet. Sasha Plavsic, founder, was raised in rural Canada, forming a close relationship to the world around her; her mother, an early figure in the health and wellness space, worked constantly on homeopathic treatments for her brother (and now business partner), who suffers from asthma. Echoing Tarryn and Sam, she emphasizes “a more holistic approach to life... It’s important to have balance though and do live by the 80/20 rule. Meaning that if you choose to give clean beauty a go, take it in stages, as trying to be perfect and overanalyzing every detail can lead to disappointment.” ILIA, though, cuts no corners: Beyond those research-backed, scientific formulas, iconic lip-stains and blushes that protect just as they enhance, ILIA is a trailblazer in sustainable packaging. End-of-life is where it counts most: The brand encourages its base to mail back empties, ensuring recycled aluminum and glass have the potential to keep on giving.

Ceremonia, from the haircare space, is also a packaging trailblazer—with a slightly different approach. Founder Babba Rivera set out to “celebrate the richness of Latin culture,” inspired by the rituals she grew up with: first and foremost, honoring the “harmony of nature.” Ceremonia uses PCR bottles, but it’s a plastic-negative brand. For each product they sell, they remove twice its amount of waste from landfills. This isn’t consolation; Ceremonia tackles yet another myth—that glass is altogether better for the environment than recycled PCR, or any product that can’t be used again and again and again. “The remelting process, which is the most energy intensive part of glass production, [accounts] for 75 percent of the energy consumption of its production,” states the brand. Babba’s made choices that go against immediate optics, a champion of clean beauty through her products—crafted with more than 95 percent natural ingredients, bypassing silicones, parabens, sulfates, phthalates, and artificial colorants—and through the education her brand provides.

Newcomer Merit, founded in 2021, and Chanel Beauty, at the height of the luxury market, in a sense represent opposite ends of the industry’s spectrum. But they each play an important role in championing the wave of genuine clean beauty: a household name, drawing from a strong foundation to reestablish industry standards, next to a mission-driven fledgling brand conceived as an “antidote to the overwhelming, saturated world” of cosmetics and skincare. The two push one another to innovate and improve—a vital component of environmental progress, as consumers grow better informed about what serves them, in the face of a lack of regulation and shelves stocked with a dizzying expanse of options.

In the end, what we ought to remember is that clean beauty isn’t meant to be complicated. Its ethos—fewer ingredients, less processing, shedding the need for a 25-step routine—is actually anything but. What’s most important is finding our way out of the realm clean beauty in its buzziest manifestation, locating the founders and organizations in line with our needs and values; the brands mentioned here share something in common—a story of connection to the earth and a track record of challenging the status quo, no matter how long they’ve been around. If clean beauty is here to stay, we need to ensure that it’s serving us.