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What is clean beauty?

Picture above: There are several benefits using soy wax: it’s clean, natural, a renewable resource, and biodegradable.

By Hoiisa’s editor

The buzz word in the beauty scene is ‘clean’, but what does that actually mean?

There are many misconceptions about clean beauty. In simple terms, it’s obvious what “clean beauty” is meant to communicate at its core: safety. Clean beauty is should not harm your health and the earth. Clean beauty products also should be cruelty free and not tested on animals. It may also surprise you to hear that they don’t have to be completely natural, they can be high-performance products and ethically sourced with ethical labour practices.

If you ask the average person what they put on their skin, how many people will know what ingredients they use in their daily beauty routine? And more importantly, how many actually know what ingredients are safe? There are in fact several toxic ingredients that are used in the market today; ingredients include sulfates used as cleansing agents to remove dirt and oil. They are responsible for creating lather in shampoos and soaps. Formaldehydes are another nasty, which are found in nail hardeners, eyelash glues, hair gels, soaps and make-up, amongst other products. Also avoid phthalates, which are used in make-up, hairspray and nail varnish.

Picture above: Mad Hippie sold at Hoiisa are driven by clean ingredients, free from parabens, petrochemicals, synthetic dye, PEGs, GMOs and silicone.

According to the International Agency for Research on Cancer, talc is possibly carcinogenic to humans? It’s a naturally occurring mineral that can contain trace amounts of asbestos. Over decades, trapped asbestos fibres can cause inflammation, scarring and eventually genetic damage to the body’s cells.

Another important factor, when it comes to clean beauty, is to seek brands that consider the wellbeing of the planet. Not all clean beauty brands focus on sustainable practices, like eco-friendly and minimal packaging. But at Hoiisa, brands that consider sustainability are essential. Hoiisa takes pride in selling sustainable products and that’s a must if a brand wants to make the cut and sell on our online shop.

Picture above: Hoiisa sells Salt by Hendrix, a sustainable and clean beauty brand.

Beauty brands are encouraged to use claims that talk more positively about the ingredients being used and the innovative benefits they provide, rather than the absence of ingredients. The easiest way to minimize harm to our body, skin and environment is to minimize consumption.

At Hoiisa we are in favour of a simple, inclusive, sustainable, ‘effortlessly chic’ routine.

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