What Makes a Skincare Brand Clean? A Guide to Evaluating Clean Beauty Standards

I've stood in front of a skincare shelf comparing two products that both described themselves as “clean,” only to realize I couldn't tell what either brand actually meant. One highlighted naturally derived ingredients. Another emphasized being fragrance-free. Both looked equally convincing, yet neither explained the standards behind the claim.

That uncertainty isn't unusual.

The word “clean” has become one of the most recognizable terms in skincare, but it's also one of the least defined. Brands use it to describe everything from ingredient sourcing and sustainability to safety and transparency, often without explaining what those commitments actually involve.

Here's the uncomfortable truth: “Clean beauty” has no legal definition in either Canada or the United States. A product can describe itself as “clean” regardless of whether the brand follows a consistent formulation standard or provides evidence to support its claims.

That doesn't mean “clean beauty” is meaningless. It simply means consumers need a better framework for evaluating it.

Instead of asking which brands call themselves “clean,” a more useful question is:

What standards does a brand follow, and can those standards be verified?

Understanding that distinction makes it much easier to separate thoughtful formulation from marketing language.

Why “Clean” Is So Confusing

One reason “clean beauty” generates so much debate is that consumers, brands, and regulators don't all use the term the same way.

In both the United States and Canada, cosmetics are regulated for safety, but neither country legally defines “clean” or “natural” for cosmetic labeling. While regulators oversee ingredients that are prohibited or restricted for use in cosmetics, the word “clean” itself remains an unregulated marketing claim.

Regulatory approaches also vary across regions. While the United States, Canada, and the European Union all regulate cosmetic safety, they do so differently. The U.S. Food and Drug Administration (FDA), the European Union, and Health Canada each maintain their own requirements for prohibited or restricted cosmetic ingredients. However, none of these regulatory frameworks establishes a legal definition of “clean” skincare.

As a result, two products can both be marketed as “clean” while following entirely different formulation standards.

The confusion extends beyond the word “clean.” Terms such as “natural,” “plant-based,” “green,” and “non-toxic” are often used interchangeably, even though they describe different concepts.

Here's how they differ:

Understanding these distinctions makes skincare claims easier to evaluate. A product can be plant-based without following a defined “clean beauty” standard, just as a product can include carefully selected synthetic ingredients while still prioritizing safety and transparency.

Adding to the confusion is the rise of greenwashing. A 2022 Harris Poll conducted for Google Cloud found that 58% of executives globally said their organizations were guilty of greenwashing. In skincare, this often means emphasizing a handful of naturally derived ingredients while offering little information about the overall formulation, ingredient transparency, or the standards behind product development.

The result is a marketplace where consumers are often expected to judge complex formulations based more on marketing language than clearly defined standards.

So, if governments don't define “clean beauty,” what should consumers look for instead?

The Certifications That Actually Mean Something

In the absence of a legal definition of “clean,” independent certifications have become one of the most reliable ways to evaluate a skincare brand's formulation standards, ingredient transparency, and overall approach to product development.

Not all certifications assess the same things. Some focus on ingredient safety, others evaluate manufacturing practices, while some look at a company's broader environmental and social impact. Understanding what each certification measures makes it easier to interpret a brand's claims.

• EWG Verified™

EWG Verified™ is one of the most widely recognized certifications in North American skincare, developed by the Environmental Working Group.

To earn the certification, products must meet standards for ingredient safety, transparency, and good manufacturing practices. Brands are also required to disclose all intentionally added ingredients, including fragrance components that may otherwise be grouped under generic terms such as “parfum” on conventional ingredient labels.

Products are also screened against EWG's list of unacceptable or restricted ingredients, providing consumers with an additional layer of assurance beyond a brand's own marketing claims.

• MADE SAFE®

MADE SAFE® takes a broader approach.

Instead of screening against a restricted ingredient list alone, it evaluates entire formulations for a wide range of known or suspected human health hazards, including certain carcinogens, endocrine disruptors, reproductive toxicants, neurotoxicants, and contaminants that may result from manufacturing.

The certification also considers process residues, not just the ingredients listed on the label. Because of its comprehensive review process, MADE SAFE® is considered one of the more comprehensive product certifications available for consumer goods, including skincare.

• Certified B Corporation®

Unlike EWG Verified™ or MADE SAFE®, Certified B Corporation® doesn't evaluate individual skincare formulas. Instead, it assesses the company behind them.

The certification measures environmental performance, governance, employee practices, community impact, and accountability. While it isn't a product certification, it gives consumers insight into whether a company's values extend beyond product formulation to its broader business practices.

No single certification tells the whole story. A product may be EWG Verified™ without coming from a Certified B Corporation®, while a Certified B Corporation® may sell products that aren't independently certified for ingredient standards. Looking at multiple indicators together often provides the most complete picture of a brand's formulation philosophy, transparency, and broader business practices.

Certifications should support a brand's claims but not replace them. Many brands describe themselves as “clean,” but far fewer explain the standards behind that claim or provide independent verification. Certifications are a useful starting point because they introduce a level of transparency and accountability that's difficult to achieve through marketing language alone. 

The next step is understanding how those standards appear in a product's formulation.

What the Ingredient List Tells You (and What It Doesn't)

Even without third-party certifications, an ingredient list can reveal a great deal about how a skincare product is formulated.

Known as the International Nomenclature of Cosmetic Ingredients (INCI), it provides a standardized way to identify every ingredient in a cosmetic product. While most people won't recognize every scientific name, learning to recognize a few common ingredients and patterns can make it easier to evaluate a brand's commitment to transparency.

An ingredient list has its limits. It doesn't reveal ingredient quality, sourcing practices, manufacturing standards, or the thinking behind a formulation. That's why it's most useful when considered alongside a brand's formulation philosophy and any independent certifications it holds.

Red Flags to Understand (Not Automatically Avoid)

The ingredients below are frequently discussed in conversations about “clean beauty.” Their presence doesn't automatically make a product good or bad, but understanding their role can help you evaluate a brand's formulation choices.

• Fragrance (or “Parfum”)

Under many cosmetic regulations, “fragrance” or “parfum” can represent a blend of fragrance ingredients without requiring each component to be listed individually. While many people tolerate fragrance well, it can be a source of irritation for sensitive skin. Brands that disclose fragrance ingredients or formulate without added fragrance offer greater transparency.

• Sodium Lauryl Sulfate (SLS)

SLS is an effective cleansing ingredient, but it can be drying or irritating for some people, particularly those with dry or sensitive skin. Many brands instead use gentler surfactants, such as sodium cocoyl isethionate or decyl glucoside.

• Parabens

Parabens are preservatives that help prevent microbial growth and remain permitted within established regulatory limits. As part of their formulation philosophy, many brands that identify as clean beauty choose alternative preservation systems.

• Mineral Oil and Petrolatum

These ingredients are effective occlusives that help reduce water loss by forming a protective layer on the skin. Some brands instead use plant-derived emollients that better align with their sourcing philosophy or focus on biomimetic barrier support.

• Phthalates

Historically used in some fragrance systems, phthalates are now avoided by many skincare brands in response to evolving regulations, consumer preferences, and ongoing scientific research.

• Formaldehyde-Releasing Preservatives

Preservatives such as DMDM hydantoin and diazolidinyl urea help prevent microbial contamination by releasing small amounts of formaldehyde over time. Although permitted within regulatory limits, some brands choose alternative preservation systems.

Ultimately, no single ingredient determines whether a product is “clean.” Looking at the overall formulation, the brand's transparency, and the standards behind its ingredient choices provides a far more meaningful picture than focusing on one ingredient in isolation.

Signs of a Transparent Brand

Just as important as the ingredients themselves is how openly a brand talks about them. Signs of a transparent skincare brand include:

• Complete and regularly updated INCI lists on every product page.
• Clear explanations of why key ingredients are used instead of vague terms like “botanical blend.”
• Ingredient sourcing information, where relevant.
• Independent certifications that support formulation claims.
• A clearly defined formulation philosophy that explains both what is included and what is intentionally excluded.

Ultimately, the cleanest skincare brands don't rely on marketing labels alone. They provide enough information for consumers to understand how their products are formulated and why those decisions were made.

How Three Ships Puts Clean Beauty Into Practice

Throughout this article, we've seen that the word “clean” means very little without clear standards behind it. That's where a brand's formulation philosophy matters.

Three Ships defines “clean beauty” through four core principles:

• Formulated responsibly

• Safety backed by clear, substantiated evidence

• Full ingredient transparency

• No misleading claims

Rather than relying on broad marketing language, these principles shape how products are formulated and communicated. The focus isn't simply on excluding certain ingredients. It’s on explaining what's in each formula, why it's included, and the evidence supporting those decisions.

Those commitments are supported by independent certifications. Three Ships has achieved EWG Verified™ certification across most of its product range, meaning they meet the program's standards for ingredient safety, transparency, and manufacturing quality. The company is also a Certified B Corporation®, reflecting its commitment to responsible environmental, social, and governance practices.

Transparency extends beyond certifications. Every product page includes a complete INCI list, while the brand's ingredient library explains the purpose, origin, and benefits of many plant- and mineral-derived ingredients used across the collection. Rather than leaving consumers to interpret unfamiliar ingredient names, Three Ships provides the context needed to understand its formulations.

The brand also draws a clear distinction between “natural” and “clean,” two terms that are often used interchangeably.

According to Three Ships, natural ingredients are:

• Entirely plant- or mineral-derived

• Not petrochemical in origin

• Processed using approved methods

• Sourced with transparency

“Clean,” by contrast, describes the brand's overall formulation philosophy. It combines responsible formulation, evidence-backed safety, ingredient transparency, and honest communication rather than relying on a simple list of ingredients to include or exclude.

Viewed through the framework we've explored, these are the standards that distinguish a substantiated “clean beauty” claim from a marketing label. Independent certifications, transparent ingredient disclosure, and clearly defined formulation principles won't tell you whether a product is right for your skin. They will, however, give you the information needed to evaluate a brand's claims with greater confidence.

How Different Skincare Brands Approach “Clean”

Every skincare brand has its own formulation philosophy, target audience, and product priorities. As a result, the word “clean” can represent very different standards from one brand to another.

The comparison below isn't intended to rank products by quality. Instead, it highlights publicly available information about certifications and fragrance practices that consumers often consider when evaluating “clean beauty” claims.

These differences don't determine whether a product is effective. CeraVe, Paula's Choice, and The Ordinary all offer well-formulated products that are widely recommended for a range of skin concerns.

Instead, the comparison highlights a broader point: there is no single industry standard for “clean beauty.” Some brands prioritize clinical performance, others focus on ingredient transparency or sustainability, while some support their claims with independent certifications.

Rather than relying on the word “clean” alone, look at the standards behind it. A brand that clearly explains its formulation philosophy, ingredient choices, and certifications gives consumers a stronger basis for making informed decisions.

The Bottom Line

“Clean beauty” has become one of skincare's most recognizable terms, but without a universal definition, it can also be one of the most confusing.

The best way to evaluate a clean skincare brand is to look beyond the label and examine the standards behind it. Does the brand explain how its products are formulated? Is the full ingredient list available? Are its claims supported by evidence, independent certifications, or clearly defined formulation principles?

Together, these questions provide a far more meaningful framework than simply looking for a list of excluded ingredients.

Three Ships is one example of a brand that supports its “clean beauty” philosophy with transparent formulation standards, ingredient disclosure, and independent certifications. More importantly, it reflects the broader principle behind clean beauty: transparency, accountability, and evidence matter more than marketing claims.

Ultimately, the cleanest skincare brands aren't necessarily the ones making the biggest promises. They're the ones that clearly explain those promises and give consumers the information they need to make informed decisions.