Clean beauty is a term that has gained a lot of popularity in the beauty industry over the last few years. But what does it actually mean? Unfortunately, the answer is not so straightforward. Clean beauty refers to products that are free from harmful ingredients, but there is no legal definition or standard of what "clean" means in the industry. This has led to a situation where every brand can call their products "clean," regardless of whether they are truly safe or not.

The term "clean beauty" started with good intentions, as some ingredients, such as parabens, fragrance, and talc, were removed from formulas due to safety concerns. However, as there is no law defining this word, companies have taken advantage of it and stated that their products are "free from" certain ingredients to make consumers scared of chemicals. This has led to confusion and fear among consumers who may not fully understand the science behind these ingredients.

At Wairua, we believe that not all chemicals are bad, and not all naturals are good. We also don't believe that scaring the consumer is the right answer. For us, "clean" means transparency in what companies communicate about their formulas, ingredients, and performance. We seek brands that formulate with science-backed actives and good quality ingredients for their formulas to be efficient and work for the skin.

We also prefer brands that take good care of the planet, as the manufacturing of these products can have a significant impact on the environment. This includes the packaging, which should be recyclable or biodegradable.

At Wairua, we believe that a holistic approach to beauty should include a curation of brands that use good quality ingredients, which are safe for both the consumer and the planet, and prioritize sustainability.

We understand that consumers have different preferences and values when it comes to beauty products, so we aim to provide the tools and education for savvy consumers to make informed decisions and set their own standards for what they want in their beauty cabinets. We believe that by empowering consumers with knowledge and options, we can help drive positive change in the beauty industry.