Top 10 Actually Clean Skincare Brands

What does it even mean to be a “clean” skincare brand? 

I was baffled to find out that in the U.S., the FDA doesn’t need to approve cosmetic claims before products go to market. That means that “clean” skincare doesn’t have an actual definition, and it differs per each brand’s internal policy. For all intents and purposes of what you’ll read here, this is the definition I’ll be using as the standard to measure against: Clean skincare is transparent (every ingredient disclosed in plain view); formulated without parabens, sulfates, phthalates, and synthetic fragrance (four common ingredients most commonly left out); and honest (claimed certifications are validated). 

First Things First

First, we must unlearn some label habits we’ve formed through false marketing. Not everything printed on the bottle means what you think it means. For example, “fragrance-free” and “unscented” are not the same thing. There are many searchable reviews online that show fragrance-free products still contain fragrance, even if it’s just from botanical ingredients. Also, the FDA doesn’t keep a list of approved claims for cosmetics, so using a word like “natural” only lives up to whatever the brand feels is just. The same goes for the term “clean.” “Clean” is not a certification, like Leaping Bunny (i.e., cruelty-free), which can be validated. 

But this doesn’t mean all skincare brands are being deceptive. The cosmetic industry is changing, and there are many brands who devote their entire philosophy to being clean. As consumers, it’s our duty to do our due diligence and understand what we are putting on our skin and how it affects not only us but also the ecosystem and beyond, too. It’s a reason to go back to our definition about being transparent, free-of, and honest when we are exploring new products, which is what I did when curating this list of clean skincare brands.

Ingredients and Sourcing

The first half of the story is about what ingredients are left out of the formulation, but the second half is what’s included and where it’s sourced from. We can see that some of these brands have organic, non-GMO, Fair Trade certifications or validations, which means the brand is being very intentional and transparent.

The brands mentioned in my below list of top clean skincare have created their products based on having strict criteria for what ingredients they use. Take Osea, for example. When you enter their website, they instantly boast their pledges to being ocean responsible, climate responsible, conscious of recycling, and so much more. 

Relevant is another brand that’s taking a similar approach. Their One & Done 4-in-1 Daily Moisturizer with SPF 40 is vegan and paraben-free, with a formulation that combines moisturizer, primer, skin-tone perfector, and 100% mineral sun protection from zinc oxide and titanium dioxide. Relevant’s founder, Nyakio Grieco, also co-founded Thirteen Lune, an online beauty destination dedicated to spotlighting brands created by diverse founders.

Thirteen Lune lured me in with their products, but I kept coming back for the Shop Talk articles. The blog showcases the founders of their featured brands, and they share stories about how their products were created and specific ingredients that inspired them along the way. Depending on your level of commitment to finding “clean skincare,” you’ll need to research more than just what is on the label. Reading up on the stories behind the brands can give context behind the “why” they do what they do.

Familiarizing yourself with the logos for certifications is also quite helpful, so you can know that when you see them proudly displayed, it’s a brand you can trust. Below are some of the most common to know, but always do the research if you are highly conscious of your contributions to the clean movement.

Certifications to Recognize

Name	Logo	What It Means
Leaping Bunny		Fully free of animal testing
USDA Organic		Verified that the farm, ranch, or handling facility complies with all national standards set forth with the USDA Organic certification process
Fair Trade Certified		Validated for safe working conditions, community development funds, fair compensation, and environmental protection
1% for the Planet		Donates 1% of profits to approved nonprofits benefiting the planet
Made Safe		Ingredients screened for harmful substances

My Top 10 Clean Brands

Well People

Well People is a force to be reckoned with in the clean beauty industry. They offer both makeup and skincare that are all created with plant-powered ingredients and sustainability at the forefront. Well People takes “clean beauty” very seriously with their strong level of certifications, free-of lists, and transparency shown throughout their website with every click. They’ve earned their spot at the top of my list and deserve a “trustworthy brand” badge from me.

Against my definition of “clean”:

• Transparent: All ingredients listed
• Free Of: Parabens, avobenzone, oxybenzone, GMOs, phthalates, sulfates, synthetic fragrance, dimethicone, petrolatum, PEG, propylene glycol, mineral oil, talc, nanoparticles, as well as thousands of other potentially toxic ingredients
• Honest: 100+ products verified by the Environmental Working Group (EWG), dermatologist-developed, vegan, Leaping Bunny Certified, Fair Trade Certified, pregnancy-friendly, Sorette approved*

*Some products

Ilia Beauty

Ilia Beauty offers a wide array of makeup and skincare that gleams with its skin-centric clean beauty standards. They see skincare and beauty products as one and formulate their beauty products with skincare ingredients like hyaluronic acid and plant-based squalene, to mention a few. Ilia also subscribes to the belief that SPF should be included in formulations because it allows the active skincare ingredients to stay put longer when put into direct sunlight. 

Against my definition of “clean”:

• Transparent: Not all ingredients are listed, but they adhere to worldwide regulatory standards within the countries sold.
• Free Of: Parabens, phthalates, lauryl/laureth sulfates, talc, and more
• Honest: 1% for the Planet partner, Leaping Bunny Certified

Relevant: Your Skin Seen

Relevant: Your Skin Seen is a clean, science-led skincare line designed to work across every skin tone and type. The founder, Grieco, is a longtime advocate for inclusive beauty and was inspired by her Kenyan roots. She partnered with a diverse team of chemists to create products with superfruits and skincare ingredients, like vitamin C, azelaic acid, peptides, and much more. You can find both skincare and cosmetics within Relevant’s portfolio that celebrate your skin tone without compromising ingredients. 

Against my definition of “clean”:

• Transparent: All ingredients listed
• Free Of: Sulfates, phthalates, parabens, mineral oil, synthetic fragrance, artificial coloring, triclosan, and nanoparticles of zinc or titanium
• Honest: Leaping Bunny Certified 

Osea

Osea was mother and daughter founded with a generational love of the sea. The founders have partnered with SeaTrees, Heal the Bay, and the Surfrider Foundation to create skincare solutions from seaweed-powered formulas, all while being committed to clean beauty and sustainability for our globe. They have four main seaweeds across their product line: undaria for replenishing the moisture barrier, red seaweed for moisturizing and smoothing, brown seaweed for visible radiance and firming properties, and Japanese miru seaweed for hydration and balance.

Against my definition of “clean”: 

• Transparent: All ingredients listed
• Free Of: Animal-derived ingredients, benzene/benzene compounds, coal tar ingredients, formaldehyde/formaldehyde releasers, gluten, heavy-metal compounds, hydroquinone, nanoparticles, PEGs, parabens, phthalates, silicone-based compounds/polymers, SLS, SLES, synthetic fragrance
• Honest: Dual Leaping Bunny and PETA Certified, vegan

Oak Essentials

The Oak Essentials skincare formula meets strict EU and UK standards and is built for skin that holds up over the years, not just for a quick bathroom selfie. The brand is cruelty-free, non-GMO, and made from organic and natural-origin ingredients “whenever possible,” per their site. Their offerings range from gel cleansers to mineral sunscreens for your daily ritual, and their packaging is aesthetic for your vanity shelves and bathroom counter. 

Against my definition of “clean”:

• Transparent: All ingredients listed
• Free Of: Parabens, phthalates, silicone, PEG, artificial dyes, BHTs, BHAs, or sulfates
• Honest: Leaping Bunny Certified, vegan*

*Most products

KOBA Skincare

KOBA Skincare products are designed with a heavy focus on nourishing, restoring, and protecting the skin through helping people and the planet. They’ve made a long-term commitment to sustainability, and it’s a core principle throughout all of their products. You’ll find most of their skincare line leads with the safou fruit as their natural fragrance, which can smell like a mix of citrus and pine. 

Against my definition of “clean”:

• Transparent: All ingredients listed
• Free Of: Parabens, SLS, SLES, silicones, mineral oils, artificial colouring, aluminium, synthetic perfume and alcohol
• Honest: PETA Beauty without Bunnies program, PETA approved, vegan

Macabalm

Macabalm is a natural, certified organic Australian skincare brand that built its philosophy of “less is more.” Founder Pia Whitesell is a mother, model, and actress that saw a gap to showcase true beauty with a multitasking product. She wanted to use a native Australian ingredient and landed on macadamia. The result: Macabalm. Macabalm is a multi-purpose balm that you can use head to toe to moisturize, highlight, nourish, soothe, and protect. It’s made from just nine ingredients and also has a core promise to the ecosystem, with their recycled and biodegradable packaging making them a beautifully clean brand.

Against my definition of “clean”:

• Transparent: All ingredients listed
• Free Of: “Nasties or fillers” (per the website)—not explicitly listed, but the brand prides itself on only containing nine ingredients
• Honest: Leaping Bunny Certified, certified organic

True Botanicals

With an array of skincare options, True Botanicals has your back (and your face). They have products that will set you up for success via their routines! All of their products have strong certifications, and we’re led to believe they do not include any of the four common ingredients that would go against our definition: parabens, sulfates, phthalates, and synthetic fragrance. 

Against my definition of “clean”:

• Transparent: All ingredients listed
• Free Of: Not explicitly listed, but the brand notes it “eliminates 15,000 toxic ingredients”
• Honest: Made Safe Certified, 1% for the Planet partner, B Corp Certified, Sorette approved*, EWG verified, vegan, Leaping Bunny Certified, microbiome friendly

*Some products

Kora Organics

A brand that was built on holistic healing and clean eating, Miranda Kerr’s company prides itself on the exclusion of toxins and the use of organic ingredients and antioxidants in their products. You can browse their products by category or concern to build a complete set for your skincare needs. 

Against my definition of “clean”:

• Transparent: All ingredients listed
• Free Of: Not explicitly listed, but the brand notes it “exclude[s] 13,000 harmful ingredients”
• Honest: Climate Label Certified, certified organic, Leaping Bunny Certified, vegan, pregnancy safe, non-GMO

Juice Beauty

Touting a tagline “Juice In. Junk Out.,” every product has a unique “Super Juice” complex packed with antioxidants for visible results. The beauty brand offers skincare and makeup for consumers looking to keep skin looking fresh beyond their years. 

Against my definition of “clean”:

• Transparent: All ingredients listed
• Free Of: Parabens, sulfates, phthalates, preservatives, artificial fragrance, synthetic dye, microbeads, dimethicones, silicones, glycols, chemical sunscreens
• Honest: Leaping Bunny Certified, California Organic Products Act compliant, American Vegetarian Association Certified

Get Comfortable with the Unknown

Most of us are programmed to find something we like and continue purchasing just because it works. The same five branded products are typically always on repeat—primer, foundation, bronzer, eyebrow pencil, and mascara—maybe along with a few others. If you’re someone who has scrolled or strolled right by the “clean” section because you couldn’t tell what it actually meant, you now have three questions you can ask yourself: 

• Is every ingredient in plain view? 
• Is there a “free-of” list displayed? 
• Can the brand’s claims be verified? 

More of us need to refine how we look at the clean cosmetics industry, and it doesn’t have to be as overwhelming as it may seem. Start small. Next time you’re sitting at your vanity, grab the first product you use, and glance at the label. Look through the ingredient list and check if it’s all there, notice if there is a “free-of” section, and lastly, check for those certification logos. Founder stories, like the ones on Thirteen Lune Shop Talk blog, can also help you understand not just what’s in a product but why it’s there in the first place.

Repeat this process until you run through your entire makeup bag or skincare setup. When it’s time to replace something, use that same clean lens on what you purchase next.