How Drunk Elephant, The Ordinary, and Aesop Are Pushing for Cleaner Skincare Products

The Clean Beauty Movement: What Does It Mean?

Before we delve into how specific brands are influencing this movement, let’s first define what “clean beauty” means. In the most basic sense, clean beauty refers to skincare products that are free from harmful chemicals and toxins that could potentially irritate the skin or contribute to long-term health risks. But it’s not just about what’s not in the product—it’s also about how the product is made, the transparency of its ingredients, and its environmental impact.

Key Principles of Clean Beauty:

Transparency:

Clean beauty brands prioritize clear labeling and ingredient transparency. They provide consumers with a comprehensive list of ingredients, allowing them to make informed choices.

Non-Toxic Ingredients:

These brands avoid ingredients linked to health risks, such as parabens, sulfates, phthalates, synthetic fragrances, and other potentially harmful chemicals.

Ethical Sourcing:

Many clean beauty brands commit to sourcing their ingredients from sustainable and ethical suppliers, ensuring that their products don’t harm the planet or exploit workers.

Cruelty-Free:

An essential feature of clean beauty is being cruelty-free, meaning that products are not tested on animals.

Now, let’s explore how some of the most popular skincare brands are driving the clean beauty movement forward.

Drunk Elephant: The Brand That Pioneered Clean Beauty

Drunk Elephant is often credited with popularizing the clean beauty movement in the skincare industry. Founded by Tiffany Masterson in 2009, the brand was created with the vision of simplifying skincare by removing ingredients that could cause irritation or damage to the skin. Drunk Elephant is known for its commitment to high-quality ingredients and a strict “Suspicious 6” list—six ingredients the brand actively avoids, which includes:

• Essential Oils
• Drying Alcohols
• Silicones
• Chemical Sunscreens
• Fragrances/Dyes
• Sulfates

Why Drunk Elephant Is Leading the Clean Beauty Revolution:

Ingredient Integrity:

Drunk Elephant goes to great lengths to ensure that its products are free from any harmful or irritating ingredients. Their formulations are designed to be as pure and effective as possible, with a focus on nourishing and balancing the skin.

Eco-Friendly Packaging:

The brand has made strides toward sustainability by using recyclable packaging and opting for eco-friendly materials whenever possible.

Effective Simplicity:

The brand is committed to creating simple, multitasking products that work for a wide range of skin types, proving that clean beauty doesn’t have to be complicated.

Drunk Elephant’s commitment to clean skincare has resonated with consumers who seek products that are as kind to their skin as they are to the planet.

The Ordinary: Making Clean Beauty Accessible to All

The Ordinary, part of the DECIEM group, has revolutionized the skincare industry by offering high-quality, effective ingredients at affordable prices. While it’s not explicitly marketed as a “clean” beauty brand in the same way as Drunk Elephant, its commitment to using simple, non-toxic ingredients aligns with the clean beauty ethos. The Ordinary is best known for its minimalist approach—offering high-potency, active ingredients without fillers or unnecessary additives.

Key Features of The Ordinary’s Clean Beauty Approach:

Minimalist Formulas:

The Ordinary’s focus is on providing potent, scientifically-backed ingredients without added fragrances or unnecessary chemicals. This makes their products effective and suitable for various skin types, even sensitive ones.

Ingredient Transparency:

The Ordinary is all about transparency, providing customers with detailed information about the ingredients in each product, their purpose, and how they benefit the skin. Each product label features a simple list of ingredients, often with a breakdown of the active components.

Affordable Clean Beauty:

One of the major selling points of The Ordinary is that they make clean, effective skincare affordable. Unlike many other clean beauty brands that can be pricey, The Ordinary has made high-performance skincare accessible to a wider range of consumers.

Impact on the Industry:

Changing Consumer Expectations:

By offering high-quality ingredients at a fraction of the cost of luxury skincare brands, The Ordinary has made it clear that clean beauty doesn’t have to come with a hefty price tag.

Focus on Active Ingredients:

The Ordinary’s commitment to formulating products with active ingredients like retinol, vitamin C, and peptides has helped educate consumers on the importance of ingredient efficacy over flashy marketing claims.

Through its approach, The Ordinary has democratized clean beauty, making it accessible to a global audience while maintaining high standards of product quality and transparency.

Aesop: Clean Beauty with a Focus on Sustainability

Aesop is a high-end skincare brand known for its luxurious products, sophisticated packaging, and commitment to sustainability. While Aesop’s product line might be seen as a step toward more upscale clean beauty, the brand’s philosophy aligns with the clean beauty ethos of using natural, non-toxic ingredients while prioritizing environmental impact.

Why Aesop is a Standout in Clean Beauty:

Natural Ingredients:

Aesop focuses on botanical ingredients, using plant-based extracts, essential oils, and other natural sources to create products that nourish the skin without relying on harsh chemicals.

Sustainable Packaging:

Aesop has long been committed to sustainability, using recyclable glass bottles and other environmentally friendly packaging materials. Their commitment to eco-conscious packaging sets them apart in the luxury skincare market.

Cruelty-Free and Ethical:

Aesop is a cruelty-free brand, ensuring that no animals are harmed in the testing of its products. It also emphasizes ethical sourcing practices for its ingredients.

Aesop’s Commitment to the Environment:

Sustainable Sourcing:

The brand works with suppliers who focus on the sustainable harvesting of ingredients, and they strive to minimize their environmental impact throughout their production process.

Environmental Initiatives:

Aesop continues to invest in sustainability projects, such as reducing waste and offering refillable packaging options to lower the carbon footprint of their products.

Aesop has demonstrated that clean beauty doesn’t have to be about compromise—luxury skincare and sustainability can go hand in hand.

The Future of Clean Beauty: What’s Next?

As the clean beauty movement continues to grow, consumers are increasingly demanding transparency, sustainability, and non-toxic ingredients. This is creating a ripple effect across the industry, forcing more established brands to rethink their formulations and packaging practices. As we look to the future, we can expect several key trends in clean beauty:

Increased Focus on Sustainability:

Beyond clean ingredients, there will be an even stronger emphasis on sustainable practices, including eco-friendly packaging and ethical sourcing.

Personalized Skincare:

As technology advances, brands will move toward more personalized skincare solutions, providing consumers with products tailored to their unique skin types and concerns.

Transparency and Education:

Clean beauty brands will continue to prioritize transparency and educate consumers about the ingredients they use and their benefits.