Clean Standards by Retailer
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You’ve probably seen “clean” labels popping up across all your favorite beauty stores, but here’s the truth…not all clean standards are created equal. Some are strict. Others? Not so much.
Many stores include greenwashed brands in their clean labeled products. What’s greenwashed? Greenwashed brands are those that portray in advertising, packaging, and wording that they are clean and non-toxic, when actually they are not fully clean.
Let’s break down what clean beauty really means at top retailers, what’s actually banned, and where you still need to read the fine print.
Sephora – "Clean at Sephora"
What it means: Products with this label are free from over 50 ingredients, including parabens, sulfates (SLS and SLES), phthalates, mineral oils, formaldehyde, and more. 👉 See the full banned list
Fragrance policy: Synthetic fragrance is allowed as long as it makes up less than 1% of the total formula.
Heads up: Some questionable ingredients (like phenoxyethanol or undisclosed fragrance blends) may still be allowed. Fragrance is a common irritant, and the 1% loophole means some “Clean at Sephora” picks may still include allergens.
Ulta Beauty – "Conscious Beauty at Ulta"
What it means: Ulta allows brands to qualify under five pillars: Clean Ingredients, Cruelty-Free, Vegan, Sustainable Packaging, and Positive Impact. 👉 Explore the program
Fragrance policy: Not explicitly banned unless the brand voluntarily excludes it.
Heads up: Brands only have to meet ONE pillar to be considered part of Ulta’s Conscious Beauty collection. This means a product could be cruelty-free, but still contain parabens, synthetic fragrance, and other toxic ingredients. Look closely.
Target – "Target Clean"
What it means: Products labeled with Target Clean are formulated without phthalates, propyl-paraben, butyl-paraben, formaldehyde, and certain other ingredients. 👉 Check their criteria
Fragrance policy: Fragrance is allowed. Brands are not required to be transparent about fragrance blends or sourcing.
Heads up: Target Clean is a helpful starting point, but it still allows many toxic ingredients.
Credo Beauty
What it means: One of the strictest retailers. Products must avoid over 2,700 ingredients from Credo’s "Dirty List," and full transparency in fragrance is required. 👉 Read their full standards
Fragrance policy: All fragrance must be disclosed, and synthetic fragrances are highly limited. When you look at a product it outlines if it includes fragrance and if it does, what type of fragrance, which is extremely helpful.
Heads up: Very few! Credo sets a high standard, but consumers should still look at individual ingredient lists since clean doesn't always mean suitable for sensitive skin.
The Detox Market
What it means: Products must meet strict ingredient safety guidelines. The Detox Market has a well-defined banned ingredients list and focuses on transparency and sustainability. 👉See their full banned list here.
Fragrance policy: Synthetic fragrance is not allowed. Only natural, safe fragrance options are used.
Heads up: Higher standards mean fewer products, but that’s also the benefit! A trusted destination if you want transparency and safety.
Grove Collaborative – "Grove Clean Beauty Standard"
What it means: Grove bans over 1,400 ingredients from their personal care and beauty products. Their focus is on non-toxic, cruelty-free, ethically sourced products. 👉Check out their No Way Ingredients List
Fragrance policy: Synthetic fragrance is allowed, but must be fully disclosed. Brands using fragrance must detail all ingredients used in the scent.
Heads up: More transparency than most, but not a full ban on synthetic fragrance. It's a solid option for ingredient-aware shoppers who don’t mind some synthetics.
Other Small Retailers with High Standards
Citrine Beauty “Citrine Clean Standard”- Not as publicly defined, but they have high standards for non-toxic products. All products on their site avoid endocrine disruptors, synthetic fragrance, parabens, PEGs, and other toxins.
Organic Bunny - Strict banned list of 1,000+ ingredients, including no synthetic fragrance, parabens, PEGs, sulfates, or preservatives like phenoxyethanol.
Clean Takeaways
Not all clean beauty labels are created equal, and a product labeled as "clean" at one store may not meet your standards. If you want to avoid greenwashing, get familiar with the ingredient policies and always check the label. When in doubt, less is more, and fragrance-free is often a good place to start. 📌 Save this post or share it with a friend who’s trying to shop cleaner!
Thanks for joining me on this clean adventure! Stay beautiful, stay green.
XoXo,
The Green Hue