One of my biggest passions is clean beauty and skincare. Using clean products on my skin makes me feel amazing, and let me tell you – it’s a total game-changer. So, I just couldn’t resist the urge to share some of my favorite finds with you.
“Clean beauty” might sound like just another trend, but it’s so much more. It’s about products that are gentle on our bodies. I’m talking about skincare and makeup made with natural, non-toxic ingredients that won’t mess with your health. Plus, these brands are going to be more transparent about what’s in their products, which I personally love and respect.
It used to be that clean beauty meant “just ok” but now you have tons of high-performance beauty brands on the market. So, with so many clean beauty brands popping up, it can be a little overwhelming to find the best ones. That’s why I’ve put together this guide for you, featuring my absolute favorite clean beauty brands that are worth shopping!
The Best Clean Beauty Brands
100% Pure
100% Pure is known for creating natural, cruelty-free beauty products, rich in potent, naturally occurring antioxidants. The brand uses a ‘fruit-pigmented’ approach to makeup, utilizing pure and organic ingredients that are beneficial for the skin.
Alima Pure
Alima Pure believes in using the simplest ingredients for maximum impact. It offers a range of cosmetics products that are cruelty-free, free of parabens, sulfates, synthetic dyes, phthalates, dimethicone, petroleum, talc, bismuth oxychloride, and nanoparticles.
Alitura
Alitura is the most amazing skincare brand, hands down. The company prides itself on using only the highest quality, all-natural, organic ingredients available in active quantities. The brand provides skin and body care products designed to nourish the skin and improve appearance, and they really do work like nothing I’ve ever tried before. I love their facial moisturizer, night cream, and exfoliator. Try this brand — TRUST ME!
Annmarie Organics
Another wonderful skincare brand, Annmarie makes botanical-infused skincare and beauty products. I have loved their anti-aging skin serum and cleanser. The products also last forever.
Araza Beauty
Araza Natural Beauty, with its unique Paleo-certified beauty products, is a brand for health-conscious consumers. It creates beauty products with nutrient-dense, sustainable, unrefined ingredients, and is the first to use a specific, health-promoting diet as a basis for their product formulations.
Au Naturale
Au Naturale revolutionizes cosmetics with its pure, vegan, and organically sourced ingredients. The brand is known for its clean, fresh, and contemporary approach to beauty, and offers a broad range of products, including lipsticks, blushes, foundations, and more.
Beauty by Earth
Known for their self-tanner, Beauty by Earth also offers natural and organic skincare products like a facial scrub, suncare and sunscreen, cleansers, and an anti-aging bakuchiol skincare line.
Beautycounter
Beautycounter is renowned for its “Never List” of 1,800 harmful or questionable chemicals that it promises never to use. This brand is a leader in the clean beauty industry and offers a comprehensive range of skincare and makeup products, all held to rigorous safety standards. I love Beautycounter because their products are high-performance, accessible, and effective. Check out my favorite Beautycounter products (and Beautycounter alternatives) here.
Crunchi
Crunchi aims to set a new standard for cosmetic safety, and as such, its products are made with a combination of safe, certified organic, and EcoCert ingredients. The brand stands out with its transparency and commitment to education about cosmetic safety. Crunchi has been one of my go-to beauty brands and I highly recommend their products! Check out my Crunchi review here or shop the brand (new customers can save $10 on your first order $50+ with Crunchi discount code ADVOCATE10).
Dime Beauty
Known for its affordable and sustainably packaged products, Dime Beauty creates cruelty-free, clean skincare and makeup. Their mission is to provide luxurious yet affordable beauty staples that are kind to both the skin and the environment. Use code YASMINEM to save 20%.
Ere Perez
Australia-based Ere Perez is known for healthy, natural makeup made from powerful botanical ingredients. With a commitment to clean and conscious beauty, their products are vegan, cruelty-free, non-GMO, and sustainably produced.
Fitglow
Fitglow Beauty’s products are designed with plant-based ingredients and a clear understanding of skin biology. With a focus on active, organic, plant-based ingredients, the brand aims to harness the best of nature’s restorative and nourishing benefits.
Gabriel Cosmetics
Gabriel Cosmetics offers a broad range of gluten-free, vegan, and cruelty-free skincare and makeup. The brand believes in simplifying beauty routines with naturally effective solutions.
Herbivore Botanicals
Herbivore Botanicals is a skincare-focused brand that is safe, non-toxic, and highly effective. They believe in the power and versatility of natural ingredients and create products that bring tangible results you can see and feel.
Honest Beauty
Founded by Jessica Alba, Honest Beauty aims to exclude questionable ingredients from its formulations. Honest makes cleaner skincare and makeup, and is committed to transparency and high ethical standards. I have used their mascara for a long time and love it!
ILIA Beauty
ILIA bridges the gap between natural and conventional beauty products and is adored for its clean, skin-centric, and light-reflecting makeup. The brand creates products with active levels of skincare ingredients that shield the skin from environmental stressors. Their Super Skin Foundation is amazing and my current foundation of choice.
Inika Organic
Another gem from Australia, Inika Organic offers a wide array of organic, vegan, and cruelty-free makeup and skincare. Known for its strict ingredient standards, Inika Organic products use the finest natural and organic ingredients designed to hydrate and nourish the skin while providing a flawless finish.
Jane Iredale
Jane Iredale is known for its mineral makeup and skincare products. The brand offers a wide range of clean, cruelty-free, and eco-friendly beauty products that are good for the skin.
Juice Beauty
Juice Beauty is a skincare and makeup brand that uses certified organic ingredients as a base, and boasts clinically validated results for its skincare range. The brand emphasizes its patented, antioxidant-rich, and organic juice base as being more beneficial for the skin than water or petroleum glycol. One great thing about Juice Beauty is that you can often find it in-store at Target and Whole Foods.
Kjaer Weis
Offering high-performance, luxury organic makeup, Kjaer Weis prides itself on its sustainability and design. The brand features sleek, refillable packaging and the formulations focus on creating luxurious, long-lasting products that rival traditional cosmetics. LOVE!
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Kosas Cosmetics
Kosas aims to simplify beauty routines with utility-first, easy-to-use, and skin-loving products. Their slogan is “makeup for skincare freaks,” so you know this company has a fun vibe. If you’re all about skincare, you’ll love their tinted moisturizer. Kosas is also known for its “10-ingredient-or-less” formulations that prioritize skin health and aim to enhance natural beauty.
Lily Lolo
This British brand is known for its high-performing, high-quality mineral makeup that is free from harsh chemicals, dyes, and fillers. Lily Lolo is an award-winning brand offering products that cater to different skin tones and types, and are gentle yet effective.
Luminance Skincare
If you’re looking for a skincare brand that’s made with REAL ingredients — that also works — Luminance is for you. Check out their amazing line of peptide serums, face masks, body care, and more! You’ll love how natural and fresh their products (and ingredients) are.
Primally Pure
One of my all-time favorite clean beauty brands, Primally Pure is AMAZING. Do you know that feeling of relaxation you get when you go to a really nice spa? If you could bottle that comfort up, it would be a bottle of anything from Primally Pure. Their tallow-based body butters, skin serums, and Gua Sha routines are a must-have. The Everything Spray is something I use daily on my face, and I also love the smell. I love, love, love Primally Pure!
Pretty Farm Girl
If you’re looking for a go-to clean skincare and makeup brand that uses nourishing ingredients like tallow, pomegranate, seabuckthorn oil, and carrot seed oil, Pretty Farm Girl might be for you! They also make and carry a ton of other products, including deodorants, castor oil packs, shampoo, and more!
Pure Haven
Known for clean household and self-care products, Pure Haven’s beauty lines are worth exploring! The pre and probiotic skincare line is super popular and the blemish stick is also a best-seller.
Root Pretty
Root Pretty is one of the brands that I learned about from my Facebook community. So many mamas have tried and loved this brand, and it ranks high with the truly non-toxic crowd. Root makes clean, safe, and effective beauty products that are handcrafted in small batches. They’re believers in beauty made better, offering a range of vegan, gluten-free, and cruelty-free products with an emphasis on being affordable. I haven’t tried Root Pretty myself (yet), but judging from all of the positive experiences in my FB group, I would definitely give this brand a try.
Rowe Casa Organics
One of my favorite all-natural brands, Rowe Casa, makes amazing skincare products and essentials like makeup remover, microderm facial scrub (amazing!), and lash growth serum. The detox mask is great for an armpit detox too. Check out their skincare and all their products, and save 20% with code GN20.
RMS Beauty
Founded by makeup artist Rose-Marie Swift, RMS Beauty offers organic, non-toxic beauty products. It is known for its “un” cover-up concealer and uses food-grade and organic ingredients in its formulations. I love the highlighter!
Toups & Co
I love Toups & Co and use so many of their products! Toups is probably best known for their organic and grass-fed tallow skincare, but they also sell clean makeup and other skincare products like serums. Toups & Co. emphasizes clean ingredients and is THE REAL DEAL. They sell a range of products, from organic makeup to body care items, all focusing on traditional nourishment of the skin. I love the Frankincense face balm and the glow serum. I’ve also bought their lip liner because it’s hard to find a non-toxic lip liner these days! Save 10% with code GENTLENURSERY10.
True Botanicals
Known for their organic skin serums, True Botanicals is a luxurious skincare brand that is definitely worth checking out. They’ve also expanded their range to include sunscreen, haircare, and even more skincare products like an eye cream. Definitely a favorite!
Well People
Well People offers plant-based, toxin-free, eco-friendly skincare and makeup products. The brand aims to provide clean and simple products that offer skincare benefits in addition to enhancing natural beauty. This is a great go-to makeup brand! I love their mascara!
Wildling Beauty
If you’d like to start a Gua Sha routine, Wilding is a great brand to explore. They sell a variety of Gua Sha tools and serums that are non-toxic, vegan, and organic. I truly love their brand and all of the ways they help you uplevel your skincare routine naturally.
Vapour Beauty
Vapour Beauty delivers high-performance cosmetics made from natural and organic ingredients. The brand stands out for its innovative approach to color and commitment to sustainable practices. Their products are designed to instantly enhance beauty while nourishing and improving skin health over time.
Zuii Organic
An Australian brand, Zuii Organic is a pioneer in certified organic, vegan, and cruelty-free cosmetics. The brand promises products made from real flowers and offers an extensive range of products, from lipsticks and eyeshadows to foundations and self-tanners.
Each of these brands represents the very best in clean beauty, offering products that are as safe and natural as they are effective. Whether you’re looking for skincare that nourishes your skin, makeup that enhances your features, or body care that respects your skin and the environment, these brands have you covered.
Why Clean Beauty Matters
As someone who’s deeply immersed in the world of clean products, I have to emphasize that clean beauty is more than just a marketing term. It’s an important revolution in the beauty industry, and it really matters from a health perspective.
Our skin is our body’s biggest organ. It soaks up a ton of what we put on it, and if you’re slathering on traditional beauty products and lotions from places like Bath & Body Works, you’re introducing a cocktail of chemicals through your skin (remember, that’s the largest organ you have).
Many of these chemicals are harsh and added for effectiveness, without concern for your health or well-being. And they can disrupt the endocrine system and mess with our bodies over time. Think: allergies, hormone imbalances, and even certain cancers. But the good news is that clean beauty (when done right and not just used as a marketing term) is all about ditching these harsh, cheap, and unhealthy ingredients — and focusing on natural, organic ingredients that won’t contribute to health issues.
Another issue with traditional transparency. Ever try to decipher the ingredient list on a beauty product? It’s like trying to crack a secret code! But when it comes to clean beauty, most companies are transparent and they won’t hide hundreds of chemicals behind a label like “fragrance”.
You deserve to know what you’re putting on your skin, where it’s from, and what it does. When you choose the right clean beauty brands, you get to make informed choices that are right for your health and values.
Clean beauty isn’t just a trend – it’s a new way of thinking that’s here to stay. It’s all about making healthier, smarter choices that are better for us and better for the world around us. So, when you’re shopping for beauty products, ditch the mainstream brands that exposed us to unhealthy chemicals for decades and give clean beauty a go.
Enjoy Cleaner Beauty
I hope this list of the best clean beauty brands helps you on your journey to clean living. You honestly can’t go wrong with any of these brands, and I would recommend trying a couple of them out and then sticking with the brands that work for you. AND, if you’re pregnant or breastfeeding, be sure to check out my guide to clean beauty for pregnancy, which includes links to some of the products I personally use while caring for a baby.
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