IS clean A dirty WORD?
If you open your beauty bag today, you’re likely to find at least one clean makeup or skincare product. Once a niche concept found primarily in health stores, natural cosmetics are now commonplace in supermarkets and luxury retailers alike. The granola packaging (commonly bearing some variation of a leaf or garden), often ineffective formulations and strongly scented oils are gone, replaced with shelfie-worthy cult products that claim to offer a natural, high-performance alternative to conventional cosmetics.
When you think about it, it’s not surprising we’ve reached peak green. Wellness is now a mainstream, multibillion-dollar business. More than that, it’s a lifestyle advocated by A-listers such as Gwyneth Paltrow, Emma Watson and Miranda Kerr, who publicly encourage others to make the switch to all-natural, nontoxic living. Subsequently, it’s afforded green beauty an affluent new image. Our fear of chemicals is also at an all-time high, with consumers opting out in favour of what
