Clean Beauty Myths Debunked: What ‘Natural’ Really Means for Your Skin
Hello Beautiful Souls,
If you’re anything like me, you’ve probably spent hours scrolling through skincare videos, articles and blogs, trying to decode what exactly makes a product truly natural or clean. These days, it feels like every bottle on the shelf is splashed with words like “pure,” “organic,” and “natural,” but what do they really mean? I initially started making skincare as I had a huge distrust of big brands not delivering on their promises and using ingredients that I couldn’t pronounce. Fast forward fifteen years and I formulate beautiful, simple and nourishing skincare myself and even I have to keep checking in to be clear on what makes a skincare product ‘clean’.
This obsession sent me on a deep dive into this buzzword-filled world. Because as much as we all love good green beauty products (hello, The I Am Project Australia’s products are all literally full of natural, organic and green plant-based ingredients), the truth is that not everything labelled ‘clean’ is as wholesome as it seems. The more I researched, the more I felt confused with all the misinformation so thought I’d share some of the most interesting findings to help you when choosing skincare, bath and body products.
Myth #1: If It Says ‘Natural,’ It Must Be Safe
Let’s start with the big one. You’ve seen it, labels that boast about being “all-natural.” But here’s the thing: just because something comes from nature doesn’t automatically mean it’s good for your skin. Poison ivy is natural too, but you wouldn’t want that in your moisturiser, right?
When we talk about clean beauty, we’re really talking about transparency. At The I Am Project Australia, we’re obsessed with using ingredients that are actually plant-based, gentle, and nourishing. If it’s a product you can pronounce and recognise that’s a good start. But we’re also clear about the fact that even some natural ingredients, like certain essential oils, can be irritating for sensitive skin. It’s all about balance and knowing what works best for you.
Pro Tip: If you have sensitive skin, focus on calming ingredients like aloe vera, rose water, calendula, and chamomile, which soothe without the risk of irritation. This is why we include these beauties in our natural cleanser and moisturiser—because your skin deserves gentle love and care.
Myth #2: Clean Beauty Products Don’t Contain Chemicals
This is where things get tricky. The word "chemical" often gets a bad rap, but technically, ‘everything’ is a chemical; water, oxygen, even the air you breathe! What we’re really trying to avoid are the harsh, synthetic chemicals that can wreak havoc on our skin barrier (I’m looking at you, sulfates, parabens, and artificial fragrances).
In the world of clean beauty, it’s not about being 100% free from chemicals (actually impossible!) but rather choosing the ones that love your skin back. That’s why we hand-pick ingredients like jojoba oil and rose water for their nourishing, balancing properties.
Pro Tip: If you’re on a mission to detox your skincare routine, start small. Swap out that harsh, foamy cleanser for something gentle yet effective, like our aloe-based facial cleanser. Your skin will thank you with a natural glow.
Myth #3: Clean Beauty Is Just a Fad
I’ve heard this one a lot over the years: “Is clean beauty just another trend that will fade away?” But let me tell you something, this movement is here to stay. The global natural skincare market has experienced significant growth, sales were reported at $48 billion in 2023 alone! The growth is due to a huge increase in customer demand for products that are safer, toxin-free, and environmentally friendly.
It’s not just about what we put on our skin but also about making conscious choices that align with our values. Clean beauty isn’t just a product choice; it’s a lifestyle. The more informed we become about the harmful effects of synthetic chemicals, we are drawn to a preference for products that contain natural ingredients like plant extracts and essential oils.
What I love most about being a part of The I Am Project Australia is seeing our community grow. The discussions about what is a great choice has never been easier to have. We’re all learning, sharing, and empowering each other to live more mindfully. It’s more than skin-deep, it’s about nurturing ourselves, inside and out, while being kind to our planet. We are the ones driving change now. Its only going to get more transparent and we will be the ones reaping the rewards.
Myth #4: Natural Products Don’t Work as Well as Synthetic Ones
Let’s bust this myth wide open! There’s a misconception that natural products aren’t as effective. But let me ask you, why would Mother Nature spend millennia perfecting plants like calendula and lavender if they didn’t have some serious skincare magic?
If you’ve spent just five minutes with me, I’ll undoubtedly have explained the pure wonder of plants and all that they offer us. It’s a gift right there for us to indulge in and I’m all for it!
Take our clay mask, for instance. It’s packed with high-grade clays minus the preservatives and works to detoxify, soothe, and brighten your skin naturally. And let me tell you, when you detox with beautiful clays and apply our face serum, it’s like stepping into a spa. Simple ingredients doing great things. Who says clean beauty can’t be luxurious?
DIY Moment: Try a simple at-home steam facial with herbs like dried chamomile and rose petals (or grab one of our ready-made blends) to open up your pores and infuse your skin with natural goodness. Even organic tea bags can be used for a wonderful Facial Steam.
Myth #5: Clean Beauty Means Zero Waste
Ah, the holy grail of clean beauty, zero waste. While this is definitely a goal to aspire to, let’s be real: it’s not always achievable. But that doesn’t mean we can’t strive to do better. For us at The I Am Project Australia, this means using sustainable packaging wherever possible and encouraging our community to recycle and reuse.
It’s all about progress, not perfection. Start by choosing products with refillable options, like our Aloe Vera Face Wash, which has a refill pouch and no need to keep buying the glass bottle or our soy wax candles, which can be repurposed as lovely containers once they’ve burned through. Little steps add up to a big impact!
Join the Conversation!
If you’ve made it this far, you’re officially a part of our tribe! 💚 I’d love to hear your thoughts, what are your biggest struggles with clean beauty? Have you found any natural ingredients that work wonders for you? Don’t forget to subscribe to our newsletter for more green beauty tips, exclusive offers, and updates on our upcoming monthly self-care chats.
Until next time, remember: You are beautiful, you are worthy, and your skin deserves nothing but the best.
With love & light,
Mary
Founder of The I Am Project Australia