The Future of Beauty: Why Clean Cosmetics Are No Longer a Choice, But a Necessity

Clean beauty reached its zenith in the 2010s with the clean beauty movement to adopt cosmetics with formulations that were good for the environment and for your endocrine system. But after COVID ‘clean’ was seen as a dirty word, because of which there was a return to mainstream cosmetics. However, today, more than ever before, the beauty industry needs a clean revolution to reduce the cosmetic impact on the environment and health. Pollution levels are at an all-time high, micro-plastics are being detected in marine life, and allergies are on the rise. Forever chemicals, which are impossible to degrade are woven into the fabric of everyday life. And there are more instances of hormone related disorders than ever before, which we now know has a lot to do with the environment that we live in, what we consume and apply on our skin. It has been found that the presence of endocrine disruptors such a phthalates, bisphenol A, and triclosan in human urine was staggeringly between 88-100%. Additionally, about 88 compounds in cosmetics have identified as toxins that cause headaches, dizziness, skin irritations, allergies, and chronic diseases.

 

This isn't about brainwashing or fear mongering, but transformation that needs to take place within the beauty industry. Clean shouldn’t be a niche standard but basic hygiene for everyone. After all, arsenic was used in cosmetics a century ago and smoking cigarettes was encouraged for the sake of health.  

But as new research revealed their dangers, standards changed, as they should. As we move into the middle of the 2020’s and climate change and global warming are part of the new reality, standards need to change once again and move beyond what was the accepted blueprint in the last century. There is resistance towards going for cleaner, greener options because the process of change requires investment and discomfort. But that shouldn’t prevent the beauty industry to adopt and regularize the standards to suit the needs to today, when we need formulations that respect the environment and the human body. 

There are the myths related to clean beauty, which though may be true a decade ago, hold no water now because of technical advancements in clean beauty. 

For instance, there are reports of mold in green cosmetics. However, in the last few years, the clean beauty industry has leapfrogged and now has a multitude of new preservatives, emulsifiers and actives that are easier on the environment and better for the skin. The other concern is lack of efficacy, which is patently untrue because the clean beauty industry is leading innovation within the cosmetics segment. Interestingly, there is no singular definition of clean beauty, because it is a spectrum, which could mean products just made with plant-ingredients, or high-performance actives without the hormone dysregulating chemicals, plus ingredients that degrade easily and are therefore gentler on the environment. Ethical practices and CSR programs also come under the aegis of clean. Therefore, clean isn't limited to simply going are sulfate-free but a more nuanced proposition. 

The fact is that clean or green products are more effective and are based on new inventions to suit niche needs and the everchanging environment where ‘clean’ isn't an option but a necessity. With this in mind, Mokae blends together high-performing cosmetics that are colour-true and long-lasting with formulations made according to the Credo clean beauty standards, which are the most stringent in the world. This means that our products contain no petroleum derivatives, coal tar, mineral oil, non-sustainable palm oil, sulfates, aluminum, parabens or phthalates among many other ingredients that are prohibited or restricted. Because clean isn’t limited to being 95% percent natural or organic, but must be intelligently formulated to include naturals, synthetics, preservatives and packaging that is 100% committed to the environment and personal health.

The purpose of beauty is to enhance and not destroy.

 Therefore, Mokae seamlessly blends clean formulations and high performance to satisfy your craving for rich colors and luxurious textures, without causing any harm. Because we believe in beauty is good for your appearance, great for the environment and wonderful for your soul.