What Clean Beauty Actually Means — and Why It Matters More Than Ever By Caron Leid

Let’s get something out of the way first. “Clean beauty” isn’t a trend. It’s also not a marketing ploy — at least not when it’s done right.

In an industry that thrives on fast formulas and flash packaging, clean beauty is about slowing things down and asking better questions. What’s in this? Who made it? Why does it last three years unopened on a shelf? And what exactly am I putting on my skin?

If you’ve ever flipped over a lipstick or face cream and couldn’t pronounce most of what was in it, you’re not alone. And if you’ve ever wondered how a product can sit in a warehouse for 18 months and still look fresh, here’s the reality: most mainstream beauty is designed to survive shelf life, not nurture your skin.

Most Beauty Products Are Built for the Shelf, Not for You
Here’s something most people don’t realize. When you buy from a big-name brand, you’re usually buying something mass-produced in enormous batches. It’s made to last years. It’s pumped with stabilizers, preservatives, and synthetic binders not because your skin needs them, but because the company does. They need that lipstick to look the same in two years, whether it’s sitting on a store shelf or in a shipping container.

That’s the cost of convenience. You get consistency, but you lose connection. You lose transparency. And you lose the care that should go into something that lives on your face.

Small Batch Means Something
At CL Self Love, we blend our products in small batches and we do it for a reason. We believe your skin deserves fresh, thoughtfully formulated makeup made with purpose. Not pumped out by machines. Not warehoused for a year. And not sold under a brand that doesn’t even know who made it.

This also means we control what goes into every formula — and what stays out. No parabens. No phthalates. No cheap fillers just to bulk up a product. If you ask what’s in it, we can tell you....... because we’re the ones who made it.

And no, we’re not using someone else’s base and putting our name on it. We formulate and create. That’s the difference.

Clean Isn’t Regulated — Which Means You Have to Ask Better Questions
There’s no governing body that defines “clean beauty.” Any brand can use the term, and many do — even if their ingredients say otherwise. That’s why it’s on us — and on you — to go deeper. Is the brand cruelty-free? Are they Leaping Bunny certified? Are they upfront about sourcing and formulation?

We are. And if you're ever unsure, you can ask. We believe clean beauty should be transparent, not secretive. And definitely not performative.

Clean Beauty Is About Integrity
It’s not about being “natural.” It’s about being intentional. It’s about formulating products that work  I mean really work without compromising your health or your values. It’s about trusting what’s on your skin, because you trust the hands that made it.

For us, clean beauty is not a label. It’s a commitment. To safer ingredients. To small-batch integrity. To cruelty-free standards. To showing up with honesty in a world that often hides behind packaging.

So yes, the clean beauty space is growing. But let’s be honest. Growth without accountability means nothing. You deserve better. And we’re here to deliver it.