Clean beauty brands have one problem: "clean beauty" means nothing in law. There is no regulated definition, no required certification, and no minimum standard. A brand can call its lipstick "clean" without removing a single problematic ingredient. This makes the space frustrating to navigate — but the brands that have invested in genuine ingredient safety are worth knowing.
We scored beauty brands on Terrali using our AI system, focusing on ingredient transparency, third-party certifications (EWG Verified, COSMOS Organic, Leaping Bunny), packaging sustainability, and supply chain disclosure. Here are the picks that held up.
What "clean beauty" should actually mean
Before the brand list, it helps to set a standard. Clean beauty, done properly, means formulations free from ingredients with credible evidence of harm — endocrine disruptors, carcinogens, and known sensitisers — combined with full ingredient transparency. The brands below meet this standard and can demonstrate it with third-party evidence, not just marketing copy.
Ilia Beauty — Score 88/100
One of the most credible clean beauty brands in the premium segment. Ilia publishes full ingredient lists with explanations for every ingredient choice, is Leaping Bunny certified, and uses recycled aluminium and glass packaging. Their Super Serum Skin Tint is a benchmark product for clean, high-performance formulation.
Beautycounter — Score 85/100
Beautycounter''s "Never List" bans over 1,800 questionable chemicals from their formulations — compared to the EU''s 1,300+ and the US''s just 11. They''ve also invested heavily in policy advocacy, lobbying the US government to modernise cosmetic safety regulations. EWG Verified across their core range.
RMS Beauty — Score 84/100
RMS Beauty was clean before clean was a category. Founder Rose-Marie Swift built the brand on raw, food-grade, and organic ingredients after her own health issues prompted a deep look at cosmetics ingredients. Their "Un" Cover-Up concealer uses organic coconut oil as a carrier for pure mineral pigments. COSMOS Organic certified.
True Botanicals — Score 83/100
A clinical skincare brand that bridges clean formulation with evidence-based efficacy. True Botanicals publishes clinical study data alongside ingredient lists, and their MADE SAFE certification covers the full formulation — verified by a third party to be free from known harmful chemicals. Refillable packaging reduces waste.
Ere Perez — Score 80/100
An Australian brand that uses whole-plant extracts and food-derived ingredients. Ere Perez is Leaping Bunny certified, cruelty-free, and uses primarily glass and recyclable packaging. Their Oat Milk Foundation and Sweet Potato Blush have become cult products in the clean beauty community without the premium price point of some competitors.
W3ll People — Score 78/100
Founded by a dermatologist, a makeup artist, and a farmer, W3ll People brings clinical credibility to clean beauty formulations. EWG Verified across their range, they use certified organic ingredients where available and prioritise efficacy over "natural" marketing claims. Their Bio Correct Pro Multi-Action Concealer remains a benchmark in the category.
How to read a beauty ingredient list
Ingredient lists are ordered by concentration (highest first). Look out for:
- "Fragrance" or "parfum" near the top of the list — this is a major red flag
- Parabens (any ingredient ending in "-paraben")
- PEG compounds — often contaminated with 1,4-dioxane, a suspected carcinogen
- Formaldehyde-releasing preservatives (DMDM hydantoin, diazolidinyl urea)
The EWG Skin Deep database lets you look up any product or individual ingredient for free. It''s the most reliable reference tool for clean beauty research.
Find more clean beauty brands with full sustainability scores and certification verification on Terrali''s product discovery platform.