Clean Beauty

Far more than a mere fad or fashion trend, this is full groundswell! The ‘clean beauty’ concept aims to create treatments that are ‘clean’, natural, and fair.

What is Clean Beauty?

This means that not only their composition, but also their packaging, call for more transparency, more organic, more Cruelty-Free (vegan products, not tested on animals) and genuine efforts to protect the environment. Cosmetics and perfumes that take care of us and the planet.

Before we begin, it is perhaps useful to specify that clean beauty is not a label, it is a (new) way of consuming, perhaps even a philosophy. More and more of us expect brands to have a coherent, more ethical message regarding people, nature, animals, and the ocean. Buy less, but better. To avoid excessive consumption of plastic and the use of undesirable substances (of petrochemical origin), we are switching to ‘clean’, environmentally friendly products. The idea is to draw inspiration from the treasures of nature and to associate them with the latest active ingredients and biotechnical breakthroughs. Cosmetics that do us good, appealing body care and fragrances that are remarkably exclusive: this is the holistic approach we need!

Our choice: Sérum EGF (Epidermal Growth Factor) Jour de Bioeffect ; Cycle Jour (6-en-1 Facial lotion) by 66°30 Crème Sorcière by Delbôve ; La Crème de l’Homme (99% natural source) by Absolution Hydra-Repair Day Cream Camellia & Geranium Blossom by Grown Alchemist

A true return to nature Natural

cosmetics generally use ingredients of plant origin and claim a work method that enables physiologically and ecologically responsible treatments to be bottled. Thus, in the light of several years of research, they limit as far as possible, or even prohibit, the systematic use of synthetic chemicals, such as mineral oils, silicones, artificial colourings, and preservatives. Exit parabens, benzophenones, phthalates (DBP, DEHP, DEP, BPA), sodium lauryl sulphate...thought, at the least, to be a skin irritant, at the worst to be carcinogenic that even disrupts the hormonal system. Water? In fact, it can lead to product stability issues. More specifically, preservatives and emulsifiers must be added to combine water and oil, which, as we know, do not mix naturally. The Korean brand Whamisa, for example, guarantees all its organic products are naturally fermented without distilled water; they are formulated using botanical water from plants, obtained through steeping at a low temperature. It is obvious that the ‘green beauty’ movement is all the rage.

Our choice: Organic Flowers Toner Refresh by Whamisa; Savon Exfoliant Fresh Up Your Game by Savonneries Bruxelloises (in partnership with the Brussels Beer Project brewery); Making Waves Mouthwash (100% Natural Aromatic Flavor) by LebonRose de Damas facial treatment by Aèsop

Parfum Vetiver Veritas by James Heeley
Candle Figue 15 by Le Labo

More ecological perfumes

At what point can we say that a perfume is more ecological than another? When the brand is dedicated to products that, inside and out, are respectful of the planet and our health, in both the formulation and the packaging. Even if the list of ingredients in perfumery often lacks detail (due to competition), there are reliable indicators to trust in what we buy and consume. A perfume with natural ingredients is a perfume made, as the name suggests, with raw materials from nature, but not solely. Thanks to ‘green chemistry’ we can recreate scents that are very faithful to the raw material without damaging its environment. An alternative to certain molecules from the petrochemistry sector to accompany the perfume sector in its conversion to more naturalness and sustainability. When choosing an organic perfume or cosmetic, the label it has received needs to be considered. Ecocert, Cosmébio, Nature & Progrès, COSMOS, NaTrue… These imply that the product contains at least 95% of organic ingredients and has been elaborated without using ingredients that are harmful to our health or the environment.

Our choice: Eau de parfum Rosamonda by J.U.SEau de parfum Vetiver Veritas by James Heeley ; Verbena Perfumed Candle 32 by Le Labo ; Eau de Lavande (Pillow Spray) by Marie-Stella-Maris

Advice and expertise

Our advisors are experts in studying the composition of each product. They check every proposition, every component, the origin of each ingredient. They also ensure that the performance promises are true - from a scientific point of view but also in terms of consumer experience - from chemical cleanliness to the enjoyment factor the scents and textures bring. In addition to new, natural technological progress, it is important to be informed of the substances that you want to avoid and then make your own informed decision.

Posted in: Parfum, Style, Cosmetics