Clean Beauty Myths

I, like most people, am a fan of facts. Unfortunately, when it comes to some claims that can be found in clean beauty brands marketing campaigns, the facts are sometimes overshadowed by alarmist declarations. Fear-mongering is all too commonplace with the clean beauty industry, and it's working.

For example, there is the widely spread claim that the chemicals in skincare products take just 26 seconds to absorb into your bloodstream. How could that possibly be true? Wouldn't my bloodstream be tainted by skin care chemicals by now?

The answer isn't clear. Some reputable sources compare the scary statistic to nicotine and birth control patches. And some experts say that it is 100% false. So if the professionals can't seem to agree, how are consumers supposed to be able to tell when a claim is true or false?

There aren't many regulations in the beauty industry, especially when it comes to marketing. We have all read a lofty claim by a skin care company at some point in our life. Since brands can say or claim pretty much whatever they want, of course consumers are going to be confused. Take the popular clean beauty phase "free from chemicals." That statement is scientifically impossible since all matter, including your skin, is made up of chemicals. But still, that phrase has made it into the clean beauty marketing lingo and doesn't seem to be going anywhere anytime soon.

So what we are left with are consumers who are experiencing "chemophobia," a new term that is being used to describe consumers' new fear of synthetic chemicals. As a result, alarmist marketing claims are on the rise because brands realize that they can profit off of your fear. This new trend has inspired non-profits to step in to help police the industry. Many of these watchdog groups are working to clarify the risks and rewards of synthetic versus natural ingredients.

Increasingly, savvy consumers are pushing back and punishing brands who misuse marketing terms. These savvy consumers are turning their attention towards tactics like fear-mongering and "greenwashing." The term greenwashing describes the act of brands scaring a customer into purchasing clean and presenting a product as more natural than it actually is. Some are calling out brands who use deceptive marketing on social media as a way to advocate for the safety of modern medicine and man-made chemicals.

We could all use a little clarity right? Keep reading to learn about some more common myths and truths about the clean beauty industry.

1. Myth- Chemical free skincare is better for you

Truth- No. That's not even a thing. There are no "chemical free" products since everything is made up of chemicals, except maybe electricity. Marketers use the term "chemical free' to refer to a lot of things like paraben-fee, sulfate-free or petrochemical-free. But all products are made up of chemicals.

2. Myth- Chemicals in skincare absorb into the bloodstream in 26 seconds.

Truth- Two statistics pop up on clean beauty websites and socials all of the time-chemicals in skin care products absorb into the bloodstream in 26 seconds and 60 percent of chemicals in skin care products will eventually absorb into the bloodstream. Both statistics are false. But they are also kind of true?

Our skin is made up of three layers that work to protects us against things like toxic chemicals, bacteria, allergens and UV radiation. While some chemicals can penetrate the skin more easily, not all solutions can break the skin barrier and reach our bloodstream. Two factors determine how much of an ingredient will absorb into the skin, the size of the molecule and its affinity for lipids. For ingredients to absorb into the skin, then into the bloodstream, they have to be very small and very lipid. That is often the case for medical patches. Most skin care ingredients wont make it into the bloodstream because they are too big, not lipid-soluble or too low in concentration. However, studies have shown that certain cosmetic chemicals, like lead and BPA, can end up in the cord blood of newborn babies. So that suggests that some chemicals do absorb into the body. But not 60 percent and not in 26 seconds.

3. Myth- Skin care gets moldy without preservatives

Truth- I promise you that you are not rubbing mold onto your face when you opt for preservative-free products. Oil-based products that do not contain water do not require a preservative in most cases. In fact, some oils, like lemongrass, peppermint and eucalyptus contain anti-bacterial and anti-fungal properties. However, water-based products can grow mold and bacteria, but these products require companies to include preservatives by law. So it is very unlikely that you will ever run into mold or bacteria taking over your skin care products.

4. Myth- Essential oils cause irritation and breakouts

Truth- Clean beauty brand Drunk Elephant included essential oils in its "Suspicious Six" list. The list outlines the six ingredients that the brand believes to be "at the root of all skin issues." Drunk Elephant claims that essential oils cause "breakouts, irritation, inflammation and collagen breakdown." While it's true that some people are allergic to chemicals found in essential oils, a majority of people can use them without any problems. Why? Essential oils come from plants, and plants have developed defense mechanisms that either attract pollinating insects or kill off things that might harm them. There are a lot of chemicals in plants that can be very harmful to our skin. But, there are over 150 essential oils with more being discovered every year. Since the category is so large, it is very difficult for experts to label them as all good or all bad. As they are studies more, it is very likely that a lot more beneficial and harmful effects will be discovered.

5. Myth-The term "fragrance" on ingredient lists can hide a bunch of toxic chemicals

Truth- The FDA requires beauty brands to list every single ingredient clearly on its box or label. But "fragrance" does tend to fall through the cracks a little when it comes to that law. All too often fragrance is used as a convenient label that brands can hide behind to avoid disclosing every ingredient. The word "fragrance" could represent dozens of undisclosed ingredients. However, the most commonly used fragrance chemicals like amyl cinnamal, amylcinnamyl alcohol, benzyl alcohol, benzyl salicylatecitral and cinnamal do not pose much of a health risk. Most people are not allergic to them and will be totally fine if they use a product with fragrance in them.

So before you ban a products or a brands because you have heard that they are "toxic" or contain suspicious chemicals, do some research. More than likely you will find that you are basing your view on fear-mongering marketing tactics. And you and I both know that you aren't a sucker. Educate yourself so that you can make smart choices and leave the bullshit in the dust.

Here is a great article that I found on The Guardian that does an amazing job at describing the problems and falsehoods surrounding the clean beauty industry.