At Faya, we believe beauty should feel effortless, intentional, and safe. The clean beauty movement is full of noise and mixed messages, but at its heart, itâs about creating a better way forward: products that respect your skin, your health, and the world around us.
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Our promise? To cut through the confusion with clarity. We research, edit, and share only the formulas that meet our standards â so you can spend less time worrying about whatâs inside the bottle and more time enjoying what works.
Clean beauty is one of the most debated terms in the industry, and for good reason. Unlike âorganicâ or ânatural,â thereâs no official definition â so every brand interprets it differently. That can leave consumers feeling lost.
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At Faya, we define clean beauty through three simple values:
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Clean beauty isnât a rigid set of rules â itâs a guiding principle. Itâs about moving toward formulas that are kinder to your skin and the planet, without sacrificing performance.
Our values guide us, but our standards come from science. We rely on independent resources like the EWG Skin DeepÂŽ database, as well as OnSkin and Yuka, to evaluate ingredients.
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đĄ Did you know? The EWG Skin DeepÂŽ database has been running since 2004 and now covers more than 90,000 products, making it one of the most widely used resources for ingredient transparency worldwide.
When it comes to ingredient safety, some names surface again and again across databases like EWG Skin Deep. These arenât necessarily our âblacklistâ but rather the ingredients most consistently rated higher hazard â and the ones we aim to avoid when curating Fayaâs picks. Below, weâve highlighted the most common culprits, why theyâre a concern, and what to look for instead:
⢠Where youâll find them: Preservatives in moisturisers, makeup, and haircare.
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⢠Why theyâre flagged: Linked to hormone disruption in some studies.
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⢠What to choose instead: Gentler alternatives like potassium sorbate or natural preservatives.
⢠Where youâll find them: Often hidden in âfragranceâ blends.
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⢠Why theyâre flagged: Potential endocrine disruptors; many are banned in the EU.
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⢠What to choose instead: Fragrance-free products or brands that clearly label âphthalate-free.â
⢠Where youâll find them: Shampoos, cleansers, body wash.
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⢠Why theyâre flagged: Can strip skin and scalp, leaving them dry or irritated.
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⢠What to choose instead: Sulfate-free cleansers with coconut or sugar-based surfactants.
⢠Where youâll find them: Nail polish, hair products, some cosmetics.
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⢠Why theyâre flagged: Known irritants and allergens.
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⢠What to choose instead: Modern preservation systems that are less harsh.
⢠Where youâll find them: Chemical sunscreens.
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⢠Why theyâre flagged: Linked to reef damage and potential hormone disruption.
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⢠What to choose instead: Mineral sunscreens with zinc oxide or titanium dioxide.
⢠Where youâll find them: Antibacterial soaps, toothpaste, deodorants.
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⢠Why theyâre flagged: Associated with antibiotic resistance and hormone disruption.
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⢠What to choose instead: Alcohol-based sanitisers or natural antibacterial ingredients.
⢠Where youâll find them: Perfumes, skincare, body care.
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⢠Why theyâre flagged: âFragranceâ can hide allergens, phthalates, or dozens of unlisted chemicals.
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⢠What to choose instead: Transparent natural fragrances or fragrance-free options.
⢠Where youâll find them: Primers, serums, hair products.
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⢠Why theyâre flagged: Classified as persistent environmental pollutants; some linked to hormone disruption and toxicity concerns.
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⢠What to choose instead: Brands using safer alternatives like biodegradable emollients or linear silicones in moderation.
Remember: Not every product containing these ingredients is âtoxic.â The real issue is long-term exposure, sensitivity, and lack of transparency. At Faya, we look for products that avoid these where possible, so you donât have to stress over the fine print.
Clean beauty isnât black and white. Some ingredients may earn a moderate hazard rating, but they can still play an important role in effective, safe formulas. At Faya, we allow these on a case-by-case basis â always weighing the benefits against the potential concerns.
⢠Why theyâre tolerated: They give products that silky, smooth texture and help lock in hydration.
⢠The concern: Not harmful to skin, but theyâre not biodegradable, raising environmental questions.
⢠Our stance: Okay in leave-on products when performance is key (e.g., primers, hair serums), but we prefer biodegradable alternatives where possible.
đĄ Did you know? Dimethicone is dermatologist-approved for eczema because it helps protect and repair the skin barrier.
⢠Why theyâre tolerated: Sunscreen is essential for skin health. Some chemical filters score moderate but are still safe within regulated limits.
⢠The concern: Potential irritation or environmental impact.
⢠Our stance: We favour mineral sunscreens first, but include well-formulated chemical options if they offer strong protection and a better user experience.
⢠Why theyâre tolerated: A widely used preservative that prevents bacteria and mould.
⢠The concern: High concentrations may irritate sensitive skin.
⢠Our stance: Safe in small amounts (under 1%), so we allow it in products where stability is important.
⢠Why theyâre tolerated: Helps formulas absorb quickly and can keep products lightweight.
⢠The concern: Can be drying if used in high concentrations.
⢠Our stance: Fine when balanced with hydrating ingredients like glycerin or aloe.
đĄ Did you know? Alcohol is often used in natural deodorants to help kill bacteria and keep formulas fresh without heavy preservatives.
Our philosophy: these ingredients arenât âbadâ in isolation â itâs all about context, concentration, and balance. If a product includes one of these but otherwise meets our clean standards, we may feature it.
Clean beauty isnât just about what you leave out â itâs about what you welcome in. The industry is full of incredible, skin-loving ingredients that are both effective and gentle. These are the ones we consistently look out for when curating products at Faya:
⢠Why we love it: A plant-based alternative to retinol that boosts collagen and smooths fine lines, without the irritation.
⢠Best for: Ageing concerns, sensitive skin.
⢠Why we love it: A hydration powerhouse that pulls water into the skin, leaving it plump and dewy.
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⢠Best for: All skin types, especially dehydrated skin.
⢠Why we love it: A multitasking hero that balances oil, strengthens the skin barrier, and calms redness.
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⢠Best for: Uneven tone, acne-prone or sensitive skin.
⢠Why we love it: Brightens dullness, helps fade dark spots, and shields skin from environmental stress.
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⢠Best for: Dull, uneven, or tired skin.
⢠Why we love it: Naturally soothing and hydrating, perfect for calming sensitivity or sun-stressed skin.
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⢠Best for: Sensitive and reactive skin.
⢠Why we love it: Rich in fatty acids and antioxidants, they replenish, protect, and support a healthy skin barrier.
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⢠Best for: Dry or mature skin, but lightweight oils can suit all types.
⢠Why we love it: Signal the skin to produce more collagen and elastin, helping to firm and smooth.
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⢠Best for: Loss of firmness, fine lines.
Clean beauty can feel overwhelming, but it doesnât need to be. Hereâs a simple checklist to guide your choices:
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1. Scan the label â Look for shorter, more recognisable ingredient lists. The fewer unnecessary additives, the better.
2. Check the rating â Use trusted tools like EWG, OnSkin, or Yuka before buying.
3. Look for transparency â Brands that clearly explain their ingredients and sourcing are usually the ones you can trust.
4. Favour balance, not extremes â âFree from everythingâ isnât always better. Choose products that balance safety, effectiveness, and skin health.
5. Consider your own needs â Sensitive skin? Focus on fragrance-free. Oily skin? Seek barrier-supporting actives. Clean beauty is personal.
6. Start small â Swap one everyday product (like cleanser or lip balm) to begin your clean routine without overwhelm.
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Tip: Think of this checklist as a quick edit for your beauty bag â you donât need to memorise every ingredient, just lean on trusted sources and start with small changes.
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Clean beauty doesnât mean replacing your entire bathroom cabinet overnight. Small, thoughtful swaps can make the biggest difference. Here are some easy ones to start with:
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Lip Balm
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Sunscreen
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Deodorant
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Shampoo
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Hand Cream
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Everyoneâs skin, values, and lifestyle are different. What feels âcleanâ to one person may not work for another, and thatâs okay. We curate with care, but ultimately, itâs up to you to decide whatâs right for your body and routine. Our role is to make navigating those choices easier, not to replace your personal judgment.
Not quite. âOrganicâ and ânaturalâ describe how ingredients are sourced. âCleanâ is broader â it focuses on safety, transparency, and avoiding unnecessary risk, whether synthetic or natural.
Yes. Many clean brands use clinically proven actives like niacinamide, vitamin C, and peptides. Clean doesnât mean less effective, it means safer and more thoughtful.
Not necessarily. Some premium clean brands are costly, but there are plenty of affordable options too. What matters most is quality, not price tag.
No â switching gradually is better. Start with your daily essentials (cleanser, moisturiser, sunscreen) and build from there.
Sadly, no. Because thereâs no legal definition, some brands use âcleanâ as a buzzword. Thatâs why Faya checks everything against EWG, OnSkin, and Yuka before recommending.
Thatâs okay! Clean beauty isnât about guilt â itâs about making more mindful choices where you can. Balance matters more than perfection.
