a wellness lifestyle blog with kiesha yokers


I help women who value clean beauty, health, and wellness learn how to live a clean lifestyle so they can provide a healthier, low-tox environment for their families

browse the blog

shop my Liketoknow.it


looking for low-tox beauty?

find out more

what is clean beauty?

Ever wonder what people mean by clean beauty?

You are not alone. It is a term you see a lot these days, and companies are good at using branding language to make you think you are getting a better product.

Today, I am diving into what it means to be a clean beauty brand. I hope that by the time you read this, you’ll be on your way to defining what clean beauty standards are non-negotiable for you. You will be able to see the real from the fakes in the industry.



Q: What is clean beauty?

A: Clean beauty is about formulations that omit harmful ingredients. The focus is on ingredient safety {whether natural or synthetic}.

It is also about-


Environmental impact



Human rights issues regarding exposure to high-risk materials are also a part of the equation.

Ingredient transparency is paramount because you DESERVE to know what’s in your product. That’s why the word fragrance {see peer-reviewed research} is a no-no. No thanks to a federal loophole, brands can hide hundreds of ingredients under that one word.



Q: What is greenwashing?

A: Greenwashing is an industry term where companies misuse certain words to manipulate consumer thinking to make a purchase based on an idea that their product is safer, healthier, or better for you. 



Q: Is Clean Beauty a regulated term?

A: No, it is not. In my opinion, the consumer needs to do some research about what harmful chemicals are in their products and then decide for themselves what types of products they want in their homes and on their bodies. 



Q: Do I need to throw out all of my products?

A: No, you do not. Transitioning to clean products is a process that doesn’t have a timeline. There are barriers from accessibility to personal preferences.

I am a big believer that knowledge, progress, and intentional decision-making matter the most. You should know what is in your products and what potential side-effects they could cause. Then, you can take steps in the direction you want to be in, and as long as you know what you are using, it is up to you to do what brings you joy.




Q: Do you use all non-toxic products?

A: Mostly. I would say 98%, but this is my passion. I have found ways to save money, cut corners, make my own, buy in bulk, subscribe for a discount, buy refillable, and work for a clean beauty company {cause a 25% discount makes a considerable difference}. For me, it is a huge priority to choose non-toxic products. I have gone through “unexplained infertility” due to environmental factors, according to my OBGYN. I have had years of mystery issues with my skin that no one can explain.


This switch felt like one thing I could control, and even if the outcome didn’t change {which it did}, I knew I was doing better by reducing my toxic load. 




Q: So does Beautycounter use the term clean?

A. We sure do. We are one of the earliest leaders in the clean beauty game. We have an entire department that is aggressively lobbying Congress to create a legal definition of these terms {clean, natural} so that you, the consumer, know that you are being given more transparency. 



Q: Why does clean beauty matter?

A: Because words do matter and so do the actions that back them up. You need to know that there is no such thing as chemical-free. Water is a chemical.

For me, fragrances are essential to avoid in products. It’s used to create a pleasant smell, mask a bad chemical smell, and there can be hundreds of chemicals hidden under that word, no thanks to a federal loophole. 

More than 1,200 fragrance chemicals currently in use have been flagged as potential or known “chemicals of concern,” according to a 2018 report from WVE.

“From moisturizers and serums to shampoos and conditioners, consumers have more clean beauty options than ever—and we love that fact. As a brand recognized for our leadership in this growing category, our in-house team of scientists works hard to stay up-to-date with the latest peer-reviewed scientific literature to ensure that our formulations are always 100% safe. ” {Beautycounter blog}


Can I show you the gold standard?

Here is a clear picture of what I mean when I say clean. 

unparalleled safety screening

quality assurance program

100% ingredient transparency

Trace contaminants

responsible sourced raw materials

formula and preservative innovation

sustainable packaging

going beyond regulatory standards 

environmental footprinting

supplier code of conduct

awarded for product performance- it has to work!

leaping bunny certified 


Interested in learning more about my favorite clean beauty brand? Go here.

Ready to give clean beauty a shot? Head here. {New clients get 20% off their first order by clicking the banner at the top of the page}.



Disclaimer: This post includes affiliate links, and I will earn a commission if you purchase through these links. Please note that I’ve linked to these products purely because I recommend them, and they are from companies I trust. There is no additional cost to you.

see more

Favorite posts

get on the list

Drop in your email to get on the list for regular wellness tips and updates straight to your inbox.

let's be friends