Over the years, we've seen plenty of beauty trends — from the "no makeup makeup" look to DIY hair treatments using items in your pantry — but clean beauty is on the rise.
This trend is more of a movement that focuses on finding beauty products made with organic ingredients and seeking transparency from brands. Though there are plenty of popular tried-and-true products that have worked well for years, some can include potentially harmful ingredients.
Beauty expert Bobbie Thomas joined TODAY to share some of the best products and brands that are backing the clean beauty movement — and most of the items are available at major retailers.
According to the Environmental Working Group, there are over 80,000 chemicals on the market today but only about 30 (11 beauty ones) are banned by regulators in the United States. In an effort to keep consumers happy and healthy, a variety of beauty brands are stepping up to the plate in order to make "clean" the norm.
Check out the products Thomas recommends to revamp your 2020 routine and join the clean beauty movement.
Skin Care
1. Follain Moisturizer Replenish + Protect
Follain is one of the few retailers that pioneered clean beauty shopping. Although it's an online retailer, the company is beginning to bring pop-up shops in certain cities.
This moisturizer delivers fast-absorbing hydration that aims to replenish and protect your skin. It's also dermatologist-tested and not tested on animals.
2. Weleda Skin Food
This creamy, nourishing moisturizer invigorates the senses while leaving skin feeling skin a soft and smooth.
3. Acure Brightening Facial Scrub
Credo is another clean beauty destination that is slowly opening up brick and mortar stores. You can find a list of ingredients on the site called the "dirty list" and every one of the products sold on the site is certain to be free of these ingredients.
This scrub is ideal for dry or dull skin — it's made with sea kelp which helps soften and detox skin.
4. BYBI Beauty Bakuchiol Booster
Bakuchiol is one of the trendiest plant-based anti-aging ingredients right now — and this serum is a must if you want to tackle those fine lines while you sleep. Use it alone or add your favorite moisturizer over it for an extra dose of moisture.
5. One Love Organics Vitamin B Enzyme Cleansing Oil
This is a personal favorite of Bobbie, especially during the winter months. She says it's effective and won't dry out skin. The formula is made with a fruit enzyme called papain that helps exfoliate and purify your complexion.
6. Drunk Elephant Virgin Marula Oil
Sephora recently updated its clean beauty restricted list from 13 ingredients to 50 to help inform customers and provide the best formulas available.
This all-natural marula oil was developed to deeply moisturize, nourish, soothe and rejuvenate skin — plus, it has the "Clean At Sephora" clean beauty seal.
7. Versed Skincare Line
Target's clean beauty collection Versed is available online and at 1,400 stores across the country. Recently, the retailer has made more room for clean beauty on their shelves and this affordable collection is under $20 per product.
8. C'est Moi 3 Step Gentle Skin Care Set
This beauty brand aims to introduce the younger generation to clean beauty. It's made for sensitive skin and is budget-friendly.
9. Kinship The Besties Set
Kinship aims to help you protect your skin barrier, which is essential to keeping out bad bacteria and keeping in the good. The Besties set is an essential skincare pack that comes with an enzyme face cleanser, exfoliating peel pads, and a gel cream moisturizer.
10. Urja Gentle Foaming Face Wash
This foaming face wash transforms from a light gel to a soft foam to give you clean and vibrant skin. It's vegan, gluten-free and dermatologist tested.
Makeup
1. Physicians Formula Organic Wear Tinted Lip Treatment
Physicians Formula is an affordable clean makeup brand that can be found at your local drugstore. This nourishing tinted treatment hydrates and conditions lips for long-lasting smoothness.
2. Physicians Formula Organic Wear Silk Foundation
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If you're seeking a silky and airbrushed complexion, this foundation will help you achieve that gorgeous look.
"I have sensitive skin and haven't found a product that works with me until this! it's super lightweight, it has blendable buildable coverage, doesn't look caked on, and has a natural look and feel to it," said one buyer.
3. Physicians Formula Bronze Booster Bronzer
For under $10, you can get a beautiful bronzer you can use year-round. It's separated into four quadrants that allow you to blend and build color with ease.
4. Glo Skin Beauty HD Mineral Stick
This foundation stick will help you achieve a natural, radiant look. With key ingredients like hyaluronic acid and antioxidants, it also has skin care benefits.
5. Glo Skin Beauty Mineral Pressed Powder Foundation
This mineral pressed powder is available in 24 colors and comes in a compact case (perfect for throwing in your purse or when you're traveling).
6. Ilia Limitless Lash Mascara
As an Allure Best of Beauty Award winner, this Ilia mascara won't let you down. It glides on smoothly and allows you to build volume with a second or third coat. This product has also been a bestseller at Credo since its launch four years ago.
7. Saint Jane Beauty Lip Gloss
Saint Jane focuses on creating CBD-infused beauty products — and this high-shine lip gloss smoothes and conditions lips while providing a sheer finish.
8. Iris & Romeo Power Peptide Lip Balm
You can find these little lip balms at Iris & Romeo. The rich, buttery formula is plumping and hydrating.
9. NakedPoppy Liquid Eyeliner
Naked Poppy is a newer beauty brand that provides shoppers with a quiz to find out which products will work best for their skin and lifestyle. The liquid eyeliner shown here glides on and remains smudge-proof all day.
10. Beautycounter Dew Skin Tinted Moisturizer
Beautycounter is one of the pioneer brands in the clean beauty space. Similar to Follain and Credo, the brand has a restricted ingredient list called "The Never List" — and they go above and beyond to test every ingredient in their formulas.
This moisturizer has SPF 20 perfection, delivers lightweight hydration and provides sheer coverage.
11. Beautycounter Tint Skin Hydrating Foundation
The Tint Skin Hydrating Foundation from Beautycounter is said to be a "complexion game-changer."
"Tint skin has left my skin looking bright and even. As a makeup artist by trade, it’s hard to believe such a clean product can have long-lasting coverage. Hands down one of my new favorite foundations," said one buyer.
12. Beautycounter Sheer Lipstick
This Glamour Magazine Beauty Award winner is the perfect lipstick for daily wear. It has a silky-smooth texture and is incredibly moisturizing.
Bath and Body
1. Myro Chill Wave Deodorant Starter Kit
With scents like jasmine, spearmint and cucumber, this Myro deodorant will have you hooked from the start. The formula is aloe-based and has powerful bacteria-neutralizing probiotics to keep you smelling fresh.
2. Sublime Sage Spray Deodorant
Did you know that deodorant could come in a convenient spray bottle? The Ursa Major spray deodorant is long-lasting and refreshing.
3. Corpus Naturals Corpus Deodorant
This aluminum-free deodorant comes in chic scents like white musk, jasmine and guaiac wood.
4. Hello Naturally Whitening Fluoride Toothpaste
This toothpaste isn't just for adults, it's kid-friendly too. Bobbie's son loves the watermelon flavor.
5. Dr. Bronner's Pure Castile Soap
This clean castile soap is billed as an 18-in-1 powerhouse. Bobbie says she uses it for everything from body wash to a cleaner for delicate clothing items.
6. Renpure Lavender & Honey Body Wash
For a gentile and nourishing cleanser, take a look at thee Renpure lavender and honey body wash. The company creates plant-based beauty products that are free from sulfates, parabens, dyes and more.
7. Gro-To Super Softy Lotion
Gro-To makes gentle bath and body care for any type of kid. Their products are dermatologically tested to be non-irritating and hypoallergenic and free from harmful chemicals.
This moisturizer is formulated from a unique blend of seven plant extracts that nourish and comfort.
8. Gro-To Bad Dream Buster Spray
There were 10,000 people on the waitlist for this product and 5,000 units sold on launch day. It's a super calming lavender room spray that is both gluten-free and vegan friendly.
Nail Products
1. Sally Hansen Vegan Nail Polish
Sally Hansen now has a 100% natural line of colors. There are 30 rich colors and each bottle will help you achieve radiant and healthy looking nails.
2. Tenoverten Nail Polish
When you use products that have natural ingredients, you're likely see multiple benefits. This non-toxic nail polish created by founders in New York City, is smooth, cruelty-free and free of harmful chemicals.
Fragrance
1. Phlur Discovery Set
Fragrance is a tough when it comes to clean beauty because restrictions are a lot more lenient on their formulas. Luckily, Phlur promises that its products are created to be safer for the skin and safer for the planet.
2. Henry Rose Discovery Set
Michelle Pfeiffer worked with the EWG (Environmental Working Group) to create fragrance that fit industry standards for clean beauty. Each product was vigorously tested to ensure high-quality solutions for consumers.
Hair Care
1. Herbal Essences Bio Renew Shampoo
Herbal Essences was the first mass retail brand to work with the EWG to meet clean beauty standards. The shampoo is full of moisture, free of sulfates and proves that clean beauty doesn't have to be expensive.
2. Emerge It's Knot Happening Sulfate-Free Shampoo
This budget-friendly sulfate free shampoo is made with almond milk that aids in defining curls and will leave you with a frizz-free look.
3. John Masters Hair Care
John Masters was one if the first clean beauty hair care brands that met industry standards and worked extremely well. The highly-effective products are one of Bobbie's favorites and one she continues to trust.
Find everything from conditioner, to shampoo, to scalp solutions and more on the website.
4. Avalon Organics Tea Tree Shampoo
This bottle of shampoo will gently cleans hair while relieving scalp discomfort. It's certified organic and buyers say it smells good as well.
5. Ursa Major Go Easy Daily Conditioner
This conditioner, created by Ursa Major, is perfect for daily use on all hair types. It's formulated with jojoba and sandalwood that helps restore moisture to hair.
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39 clean beauty products that will have you feeling good in 2020 - TODAY
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