As more people like yourself become aware of what they're using on their skin, they are demanding change from the brands they support. The terms "clean", "organic", and "natural" have become so convoluted due to certain brands greenwashing - or using these terms as marketing tactics without putting in the action to back them up.

"Clean Beauty" means something different to every brand, but we clearly communicate what we mean when we say we are a "clean beauty brand". Being a clean beauty brand is something we are proud of, because to us, it's more than beauty - it's a social movement. 

clean beauty, what is clean beauty, mission driven beauty brand