How Do You Define ‘Clean’?

‘Clean’ is an unregulated greenwashing term used by brands to market their products as better for human and planetary health. 

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When brands talk about “clean” products, they may be referencing those that are free from formaldehyde, parabens, and/or other ingredients that can be harmful to both human and planetary health. Or, it might be a whole lot of hogwash. Because every product has some impact on the environment, no product is entirely “clean.” Here’s our hot take: there’s no such thing as a “clean” product.

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Is ‘Clean’ Regulated?

Nope. When we get down to it, “clean” means a whole lot of nothing when it’s not backed by hard evidence, certifications, and science. 

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Sustainability keywords like “clean” and “green” are on an upward trend thanks to LOHAS customers. These are the folks who are living lifestyles of health and sustainability, and don’t want harmful chemicals in the products they use. The Natural Marketing Institute (NMI) released a study in 2010 explaining that this customer segment makes up roughly 25% of US shoppers, and more than $290 billion in sales… and this has continued to grow over the past decade. So brands are throwing themselves at the opportunity to secure those sweet, sweet LOHAS dollars… the question is, are they actually creating “clean” products?

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There unfortunately isn’t a lot of regulatory oversight of using misleading terms like “clean”. The FDA passed the Federal Food, Drug and Cosmetic Act in 1938 – but many ingredients, like sodium lauryl sulfate (SLS) and parabens, aren’t covered by FDA regulatory practices, even if we know that they can be harmful to human and planetary health. Personal care products are overseen by the Personal Care Products Council, a self-regulating body that accepts a whole lot of money from the cosmetics industry. 

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So, when it comes to “clean,” check for certifications like EWG Verified, MADE SAFE, and Leaping Bunny to make sure the ingredients in your products, and practices used to make it, are up to your sustainability standards. 

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