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What does natural, nontoxic, organic & clean beauty mean?

Resources · September 8, 2023 · Updated on September 21st, 2023

When you’re shopping for beauty products, it can be easy to get confused with all the various terms used to market the product to you. Clean, green, non-toxic, safe, eco, organic vs natural… the list goes on, but what does it all mean?! Some of these terms are often used interchangeably (guilty myself on this one!) but in this post I’ll be breaking down some of the commonly used marketing terms to find out what they really mean when it comes to your beauty products.

Please note: This page is updated periodically. Some (but not all!) links on this page are affiliate links, which means I might receive a small commission on any purchases made, at absolutely no additional cost to you. For more info, you can read my disclosure policy.

Organic vs Natural: What does organic beauty mean in 2024?

Organic beauty relates to products that are formulated with organically grown ingredients – this is often considered the gold standard with better quality than conventionally grown ingredients. In general, this means that ingredients are grown using organic farming methods, without the use of artificial herbicides, synthetic pesticides or genetically modified organisms (GMOs). The term ‘organic beauty’ is unregulated in skincare and cosmetics. So you have two choices: you can choose to take the brand’s word for it and trust that their ingredients are organically sourced, or you can go a step further and look for products that are certified organic by an independent third party body like the Soil Association in the UK.  

How to know if a beauty product is organic

Certification by an independent body is one of the easiest ways to know if a product is truly made with organic ingredients, otherwise the term organic beauty can actually be meaningless. For example, the Soil Association reviews the entire sourcing and manufacturing process of a product to rigorous standards and also guarantees no animal testing, nano particles, parabens, synthetic dyes and artificial fragrances. You can find out more about the Soil Association Certification here.

It’s worth noting that not all certification bodies have the same standards so the exact quantities of organic ingredients included in the products can vary.

Organic beauty certifications

Some certifications to look out for depending on where you are in the world include:

  • Soil Association (UK)
  • NaTrue
  • Ecocert
  • Cosmebio
  • BDIH
  • Australian Organic
  • USDA 

For universal certified organic beauty worldwide, COSMOS (Cosmetic Organic Standard) has been developed collaboratively with the Soil Association in the UK, BDIH in Germany, Cosmebio and Ecocert in France and ICEA in Italy as a new harmonised standard for organic and natural cosmetics.

Why you should swap to organic beauty

Each year, the Soil Association champions switching to products made with organic ingredients with their ‘Organic September’ campaign. In 2023, Organic Beauty & Wellbeing week falls between 11th-17th September, encouraging you to make just One Small Swap to a Certified Organic Beauty or Wellbeing product, to “make a world of difference to climate, people and the planet”. 

Products made with organic ingredients are undoubtedly better from a sustainability standpoint. Organic farming keeps the soil healthier with no artificial fertilisers and pesticides used. This reduced use of pesticides in turn is also better for nature and wildlife – according to the Soil association “On average, plant, insect and bird life is 50% more abundant on organic farms, and there are around 75% more wild bees on organic farms”. 

Using organic beauty products also benefits you, to reduce your toxin exposure from pesticides and other controversial ingredients. Certain ingredients like parabens and phthalates, and synthetic colourings, dyes or fragrances are not permitted in certified organic products. 

Some of my favourite brands with certified organic products by various independent bodies:

  • Botanicals – read my reviews here
  • Green People – read my reviews here
  • Fushi – reviewed here
  • Herbfarmacy – reviewed here
  • Inika – reviewed here
  • Inlight Beauty
  • John Masters Organics – reviewed here
  • Madara 
  • Neal’s Yard Remedies – reviewed here
  • Odylique – reviewed here
  • Pai Skincare – reviewed here
  • Therapi Honey Skincare – reviewed here

What does natural beauty & clean beauty mean?

When it comes to the natural cosmetics industry, there are many terms that may be used to describe a product like “naturally active”, “plant-based” or “inspired by nature” but phrases like this are currently unregulated. With the rise in popularity of natural beauty, there are unfortunately some mainstream brands that may market themselves as natural using certain buzz words and design features, but in reality only contain a very small percentage of naturally derived ingredients – this is what’s known as “greenwashing”.

Chemical-free is another term that is sometimes used, but to be honest there is no such thing. Simple water itself is a chemical and many natural plant derived ingredients have chemical components, so personally I’m not a fan of promoting a product as “chemical-free”.

There seems to be a lot of differing views on what makes a product natural, so it’s generally open to interpretation. Some other terms you might hear often which are used interchangeably with natural beauty, particularly on social media, are “clean beauty” or “green beauty”.

Natural or Clean beauty doesn’t have a set definition – it can mean different things to different people

It’s definitely worth becoming clued up on ingredients so you can decide for yourself if a product meets your own ideal of “clean” and “natural”. It’s also worth remembering that sometimes a small amount of non-natural/synthetic ingredients or preservatives can actually be needed to make sure the products don’t go off too quickly.

Related reading: Toxic Cosmetic Ingredients to Avoid in Your Beauty Products

My personal interpretation of a natural beauty product is that it should contain a significantly high percentage of naturally derived ingredients that are kind to the skin and also free from the most common controversial and undesirable synthetic ingredients.

If you’re looking for inspiration, all of the brands listed in my Natural & Organic Brand Directory meet this criteria. 

Ever wondered what's the difference between natural and organic beauty? Click to read
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One other thing you can look out for is the COSMOS Natural signature which is for products containing a larger percentage of ingredients which cannot be organic, such as water, salt or clay, but still meet COSMOS standards of no animal testing, GM ingredients, controversial chemicals, parabens, phthalates, synthetic colours, dyes or fragrances. This certification will give you some peace of mind on the quality and integrity of a product.

Since the organic and natural beauty industry is growing every year, here’s hoping that transparency of beauty brands will soon become a basic custom!

If you’re looking to choose more natural products for yourself, check out these resources:

  • 5 Tips for Switching to Natural, Nontoxic & Clean Beauty
  • Toxic Cosmetic Ingredients to Avoid in Your Beauty Products
  • Where to shop natural beauty & living
  • Natural & Organic Beauty Brands Directory

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Disclosure

Any PR products that have been sent to me by a company/brand are marked with an asterisk (*). My reviews are always my own honest opinions. Some links may be affiliate. In the event of a sale, I may receive a small commission (at no extra cost for you) Read more

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@naturiabeauty

One last makeup fave to end 2021! 100% PURE Fruit One last makeup fave to end 2021! 100% PURE Fruit Pigmented Ultra Lengthening Mascara 🌿

My favourite new encounter this year has been with one of the most well-known mascaras in clean and natural beauty from @100percentpure 

I have no idea why I took me so long to try this one, it’s now firmly in my top 5 for natural mascaras! 

If you’re after extra length for your lashes, this mascara absolutely delivers. It also smells like berries, lasts all day and holds a curl too 🙌

Head over to the blog at naturiabeauty.com for my full review and swatches (link in profile)

What’s been your go-to mascara this year?!
Continuing on with some of my 2021 favourites and Continuing on with some of my 2021 favourites and it’s looking just a little bit pink with some of my most reached for makeup products! 
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Of course we couldn’t go without mentioning my all-time fave makeup brand @inikaorganic 😍 I’ve used and loved their products for years now and lost count of the number of repurchases of the mineral foundation in particular! Pictured here are the lipstick, lipstick crayon and mineral blush puff pot. 
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There’s also my total HG product @hyntbeauty DUET Perfecting Concealer 🙌 If you need a full coverage, naturally-formulated concealer and haven’t tried this one yet… well let’s just say you need to put it to the top of your wish list for 2022! This is going to be a magic essential for when the newborn sleep deprivation kicks in over the next few weeks 😴 
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You can find reviews of all these products over on the blog if you browse through the makeup category! 
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Have you tried either of these brands before?
Captain Blankenship Mermaid Dry Shampoo 🌊
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I briefly mentioned this one the other day, but it deserves it’s own post as one of my favourites this year! 
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Dry shampoo is a life-saver on those days where your hair is starting to look a little greasy, but you don’t have the time for washing it. Let’s be honest, I’m going to have even less time for that dreaded hair-wash day come January with a newborn 🙈
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I’ve tried a fair few naturally formulated dry shampoos over the years and @captainblankenship Mermaid Dry Shampoo is one of the best! I really love the uplifting scent of rose geranium and palmarosa that lingers throughout the day too. 
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You can find a review of this over on the blog if you fancy having a read! Link in profile
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Do you use dry shampoo? Let me know your top recommendations!
A favourite this year for an evening cleanse with A favourite this year for an evening cleanse with @nealsyardremedies Frankincense Intense Cleansing Melt

It’s one of those more unique products as it changes through 3 different textures so it’s ideal to highlight for #texturetuesday too!
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It starts off as a gel which then melts into oil on the skin. Then when you add warm water it emulsifies into a creamy milk consistency (swipe to see)! 
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It’s the loveliest luxurious and relaxing product to use as it smells amazing and leaves the skin super soft too 😊️ 

You can find a review of this cleanser and lots of other Neal’s Yard Remedies products over on the blog at naturiabeauty.com (link in profile)

Disclaimer: previous PR product, repurchased twice!
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Have you tried this one before, or have a favourite multi-textured product to recommend?!
I’m still here behind the scenes! 👋 
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Apparently being heavily pregnant, taking photos, blogging and creating new content don’t mix for me! (Never mind the studying and a wild 4 year old taking up my time too)!
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Before my newest addition arrives and before the end of year, over the next week or so I’ll be sharing some of my favourite and most used products from 2021 😍
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Starting the list off today with a selection of reliable faves:
• @lilylolouk Big Lash Mascara 
• @rmsbeauty Eye Polish 
• @lyonsleaf Calendula Cream 
• @captainblankenship Dry Shampoo 
• @briogeo Leave-in Conditioning Spray 
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All of these have reviews on the blog if you’re interested in hearing more about them! Just head over to naturiabeauty.com and use the search box or have a browse if you’re looking for something to read 😊️ 
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Have you tried any of these before?!
Last week I celebrated turning 30 and this was my Last week I celebrated turning 30 and this was my mascara choice for the occasion 🎉 

I’m sure I’ve mentioned before how mascara is one of my favourite types of makeup product! @100percentpure Fruit Pigmented Ultra Lengthening Mascara is easily in my top 5 “clean” mascaras!

This is the one to choose if you’re after longer lashes. It holds a curl, lasts allll day without flaking or smudging, plus it smells like berries too! What’s not to love 😍

There’s a full review and swatches over on blog from a couple of months back in case you missed it! (link in profile)

Have you tried this mascara before? What’s your fave natural mascara?

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