Decoding Clean Beauty

Let’s talk clean beauty! The first step to shopping clean beauty is understanding what exactly it means, so you know which ingredients to look for and which to avoid. By definition, clean beauty products are safe, non-toxic, and transparently disclose their ingredient list. This is not to be mistaken with organic and natural products, which don’t necessarily mean the product is non-toxic or certifiably clean. This terminology is referred to as “greenwashing,” a marketing tactic by brands to ride the coattail of the clean beauty movement, without actually having to revise their ingredient list or formulations. Throwing around this vernacular muddies the water making it more difficult for users to decipher what the labels are truly saying. The use of the words “natural” and “organic” is not regulated by the FDA in the United States.

Essentially, these words hold no true meaning behind the ingredient list or the safety of the product. Luckily, ESUM cosmetics products are formulated and manufactured in the EU, and abide by the EU standard of safety, making our products certifiably clean – and we have the certifications to back it up! Aside from our modern formulations, there are countless other reasons to shop certifiably clean brands, starting with ESUM’s commitment to producing with environmentally sustainable, committed manufacturers. Beyond just using clean ingredients, we are mindful of ensuring they are ethically sourced as well. We intentionally designed our outer packaging with 100% FSC Certified recyclable paper. The palette itself is developed with 30% post-consumer recycled materials, making the entire outer case recyclable without use of mirrors, metals, or prohibitive inks! We’ve broken down the basics so you can start your clean beauty journey one product at a time.

What to Avoid … & Why

• Parabens: Research indicates it can mimic the hormone estrogen, and suggested a potential link between parabens and breast cancer (UPMC HealthBeat, 2023).

• Formaldehyde: This ingredient can cause allergic skin reactions and rashes in some users (Campaign for Safe Cosmetics, 2023).

• Petrolatum: Research suggests exposure to PAHs is associated with cancer. The EU classifies it as a carcinogen and restricts its use in cosmetics, however, it is still approved by the FDA for use in makeup (David Suzuki Foundation, 2023).

• PEGs: PEGs contain impurities, for example, ethylene oxide and 1,4-dioxane. These are two known respiratory irritants and carcinogens. Long-term exposure can cause damage to the nervous system amoung other health consequences (Simply Organic Beauty, 2022).

• Sulfates: They can remove too much oil, thus washing away the skin’s protective barrier and resulting in dry, itchy, or red skin. For sensitive skin users, it can clog pores and cause acne (Healthline, 2018).

• Talc: Talc can contain asbestos, a known carcinogen (The Mesothelioma Center, 2023).

• Triethanolamine (TEA): This ingredient can be irritating to the skin. The main concern when using TEA in cosmetics is that they can combine with nitrites to form carcinogenic compounds (The Toxic Free Foundation, 2023).

What to be conscious/mindful of:

The following specifications may or may not be important to you, depending on your lifestyle! If these features are important to you, make sure you look for the leaping bunny symbol, which signals cruelty-free, or an enclosed V which symbolizes the product is vegan!

• Vegan products

• Gluten-free products

• Cruelty-free products

We’ve covered all our bases, shop fuss-free, certifiably clean beauty with ESUM! All of our artistry palettes are vegan, gluten-free, and cruelty-free. We have vegan makeup brush options as well.