Clean beauty has become one of the top buzzwords in the beauty industry over the past few years, but what does it really mean? While there’s no official definition, clean beauty generally refers to products made without ingredients that are considered potentially harmful. On top of that, many brands in the clean beauty space also prioritize sustainability, ethical practices, and transparency.
For health-conscious individuals and those living vegan lifestyles, clean beauty offers the chance to feel good about what you’re putting on your skin—and where it comes from. But with so many options out there, it can be challenging to know where to start. That’s where this guide comes in. Below, we’ll spotlight 10 amazing clean beauty brands that are shifting the industry toward healthier, more sustainable practices.
1. Beautycounter
Beautycounter is a pioneer in the clean beauty industry, known for its rigorous ingredient screening process. This brand has a “Never List” of over 2,800 ingredients that you won’t find in any of their products. From skincare to makeup, Beautycounter emphasizes transparency at every level—making it great for those who want peace of mind about what they’re using.
What’s even better? The brand is heavily involved in pushing for stronger cosmetic safety laws, proving they're not just in it for sales—they care about real change.
2. Thrive Causemetics
If you’re looking for a brand that pairs clean beauty with a strong mission, Thrive Causemetics is a must. This vegan and cruelty-free makeup brand offers everything from mascaras to blushes, all with clean formulations.
What really makes Thrive Causemetics special is its commitment to giving back. For every product purchased, the brand donates to causes that help women thrive, such as shelters for women escaping domestic abuse or those battling cancer. It’s beauty with a purpose.
3. OSEA
OSEA (pronounced “oh-see-ah”) is an ocean-inspired skincare brand that puts plant-based and seaweed-derived ingredients in the spotlight. Based in California, OSEA’s products are vegan, cruelty-free, and environmentally friendly.
If sustainability tops your list of priorities, this brand delivers. Their glass packaging is recyclable, and they’re dedicated to reducing their environmental footprint. Plus, their ultra-nourishing products, like the best-selling Undaria Algae Body Oil, offer luxurious self-care with a conscience.
4. Herbivore Botanicals
Herbivore Botanicals combines simplicity and effectiveness. This brand’s skincare products are all about natural, plant-based ingredients and are known for their aesthetically pleasing packaging. Think minimalist glass jars and pastel hues perfect for Instagram.
But Herbivore isn’t just about looks. They craft products like the truly unique Blue Tansy Resurfacing Mask, a blend of soothing botanicals with exfoliating power. All their formulations are vegan, cruelty-free, and free of synthetic additives like dyes or fragrances.
5. Cocokind
Cocokind keeps things simple and affordable without sacrificing quality. Their skincare solutions focus heavily on natural, plant-based ingredients, making them accessible to anyone, from clean beauty newbies to seasoned enthusiasts.
Sustainability is also a core value for Cocokind. With eco-friendly packaging and ethically sourced ingredients, the brand proves that clean beauty doesn’t have to cost a fortune or harm the planet. Their best-selling Matcha Stick, perfect for hydration on the go, is both wallet and eco-friendly.
6. The Ordinary
The Ordinary is all about transparency. This no-nonsense brand has become a household name for those who want clean, effective skincare at an affordable price. They focus on pure, science-backed formulations, offering products that target specific skin concerns (like hyperpigmentation, dryness, or acne) without unnecessary fillers.
Take their iconic Hyaluronic Acid 2% + B5 serum, for example. High-quality hydration, no fluff, and shockingly low prices make The Ordinary an excellent clean beauty choice for budget-conscious shoppers.
7. Honest Beauty
Founded by actress Jessica Alba, Honest Beauty is part of The Honest Company, which focuses on creating safe, eco-friendly products. Honest Beauty’s makeup and skincare lines reflect the brand’s mission to provide clean, effective solutions that don’t sacrifice quality or affordability.
From their cult-favorite Extreme Length Mascara to the Vitamin C Radiance Serum, this brand’s products are formulated with safer ingredients so you can feel good about what you’re using—especially for sensitive skin.
8. Youth To The People
Youth To The People is a vegan skincare brand that merges superfood ingredients (think kale, spinach, and green tea) with advanced science. Their vitamin-rich formulations are designed to deliver serious results while staying kind to the planet.
Packaging-wise, Youth To The People checks the sustainability box with glass bottles and eco-conscious materials. Their products, like the Superfood Cleanser, are widely praised for their ability to brighten and balance skin without irritation.
9. 100% PURE
The name says it all—100% PURE prides itself on creating natural beauty products free of synthetic chemicals. This brand’s makeup, skincare, and haircare offerings are made with nutrient-rich, organic ingredients, many of which are whole-food derived.
Their standout feature? Fruit-pigmented makeup. Instead of relying on synthetic dyes, 100% PURE uses colors derived from fruits like berries and beets. Not only is it fun, but it’s also proof of the brand’s commitment to using ingredients sourced from nature.
10. True Botanicals
True Botanicals is where luxury meets clean beauty. This brand takes a science-driven approach, using plant-derived ingredients that are formulated to deliver clinical-level results.
Whether it’s their Pure Radiance Oil or their Resurfacing Moisture Mask, True Botanicals proves that clean beauty doesn’t have to compromise on performance. They’re also eco-certified and committed to sustainability, using responsibly sourced ingredients at every step.
Tips for Exploring Clean Beauty
Now that you know about these amazing brands, how do you start finding clean beauty products that fit your lifestyle? Here are four practical tips:
- Check the Ingredient List – Look for products free of known irritants or harmful chemicals, like parabens and synthetic fragrances.
- Research Brand Philosophy – Take a moment to read about a brand’s mission, sourcing practices, and transparency efforts. This will tell you a lot about whether their values align with yours.
- Look for Certifications – Certifications like Leaping Bunny (cruelty-free) or USDA Organic can give you extra confidence in a product’s claims.
- Start Small – You don’t have to overhaul your entire routine overnight. Experiment with one clean beauty product at a time to see what works for your skin and preferences.
