You've probably heard a lot about 'clean beauty' lately and it appears to be the next new trend following the huge boom of the 'clean eating' gurus.
Without any nutritional qualifications I can't really speak for the health benefits of ‘clean eating' as such but I am a firm believer in the 80:20 rule and think a healthy balanced diet combined with exercise is a pretty solid approach for most people.
One undeniably positive outcome of this new healthy eating trend is the massive increase in awareness of what we are actually eating. People are becoming wise to the ill effects of eating too much processed food and sugar rich diets - the same thing is now happening in the beauty world.
For decades the beauty industry has been largely unregulated and when it comes to product claims such as 'organic' and 'natural' the shelves are flooded with green wash. Current regulation (or lack of) allows products containing as little as 1% organic ingredients to be able to call themselves ‘organic’.
Hopefully not for much longer!
There is a rapidly growing number of women and men who are tired of being fed unsubstantiated claims and are instead seeking out 'clean beauty' products.
It's not rocket science either. Simple and effective products don't need million pound budgets and years spent being smeared in animals eyes to know they're safe.
New organic skincare brands are popping up all over the place now and it's a wonderful thing. A favourite of mine is Skin & Tonic London. What you see is what you get with them and that is how I believe skincare should be. They avoid gender stereotyping in their marketing, they genuinely care about making things better for others giving 10% of profits too charity: water plus they create incredibly effective products using a maximum of 7 ingredients.
For me, this is just further proof that luxury quality skincare doesn't need to be complicated. Nature has some pretty awesome oils on offer and many (like Jojoba) that closely match our bodies natural oil structure so why spend time trying to formulate synthetic products?
As a firm believer in moderation I would approach the idea of 'clean beauty' in much the same way I do most things - 80:20. Yes, it would be wonderful if you can use ethically sourced, organic products 100% of the time but in reality, most of us have that one guilty product that may not be the cleanest, greenest or most organic but hey, don’t beat yourself up for not being perfect. We all need to start somewhere and before you know it, lots of little steps will add up to create a big impact.
I will save my reasons for choosing a cleaner approach to skincare for another blog post but if you know you want to make a start then try thinking about which products spend the longest time in contact with your skin and for most people this is MOISTURISERS.
You could swap your regular body and face moisturiser for something that is certified organic. The Soil Association are a great benchmark when it comes to choosing authentic 'clean beauty' products so remember to #lookforthelogo when you hit the shops.
I have chosen to work with two of the best 'clean beauty' brands around and offer a range of organic facial treatments from my therapy room in Impington, Cambridge.
Neal's Yard Remedies // Skin & Tonic London
Give me a shout if you have questions on clean beauty, want to book an appointment or have any other enquiries:
photo: Evegeny Atamanenko