In 2025, clean beauty isn’t just a trend, it’s a new baseline. Consumers are increasingly choosing skincare that’s not only effective, but also safe, gentle, and rooted in nature. That means ditching potentially harmful ingredients in favor of botanical, plant-based alternatives that support long-term skin health. As industry standards rise, clean beauty is being defined by stricter formulation guidelines — like those set by Sephora, Credo Beauty, and Whole Foods — and consumers are looking for brands that align with them. A recent NPD Group report found 68% of consumers actively seek out skincare products made with clean ingredients, and 41% say social media (especially Instagram) influences their clean beauty purchases.
For private label skincare brands, understanding what clean really means in today’s market is essential to staying relevant.
What Is Clean Beauty in 2025?
Today’s clean beauty movement is centered on ingredient integrity — skincare that is non-toxic, skin-safe, and made without controversial or harmful compounds. Shoppers are more educated than ever and are actively avoiding ingredients like:
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Parabens
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Phthalates
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Formaldehyde releasers
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PEGs
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Silicones
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Sulfates
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Dyes
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Ethanolamines (DEA, TEA, MEA)
- Mineral Oil & Petrolatum
Clean products go beyond what’s left out — they also focus on what’s included. Think nourishing, naturally derived actives that support the skin without disrupting its balance.
What Ingredients Are Banned in Clean Skincare?
Standards for clean formulation vary by retailer, but many follow ingredient “no lists” published by leading clean beauty platforms. For example:
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Sephora’s Clean at Sephora program bans over 50 ingredients
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Credo Beauty restricts more than 2,700 substances through its Dirty List™
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Whole Foods requires products to be free from 180+ specific ingredients
Private label brands that want to compete in the clean beauty retail space need to align with these evolving benchmarks — not just to meet retailer requirements, but to build trust with educated consumers.
Which Botanical Ingredients Are Popular in Clean Beauty?
Botanical-based actives are the foundation of many clean formulations. In 2025, the demand is high for ingredients that are natural, functional, and gentle — all while delivering visible results. Some of the most sought-after clean beauty ingredients include:
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Aloe Vera – Soothes, hydrates, and calms inflammation
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Chamomile Extract – Reduces redness and supports skin recovery
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Green Tea – Provides antioxidant protection and helps with oil control
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Licorice Root – Naturally brightens and evens skin tone
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Calendula – Known for its calming, anti-inflammatory properties
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Sea Buckthorn Oil – Rich in vitamins and essential fatty acids for barrier repair
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Rosehip Seed Oil – Supports collagen and helps improve skin texture
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Cucumber Extract – Refreshing and hydrating, perfect for sensitive skin
These ingredients are trendy, backed by science, and beloved for their ability to support skin health without causing irritation.
How Can Your Brand Meet Clean Formulation Standards?
Partnering with a manufacturer that understands clean beauty is essential. At Pravada Private Label, we formulate skincare that’s:
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Cruelty-free
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Vegan-friendly
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Free from banned ingredients
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Aligned with retailer standards
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Powered by botanical ingredients
Whether you’re launching a calming toner, a soothing mask, or a daily moisturizer, our clean formulations are built to meet modern consumer expectations.
How Pravada Private Label Supports Clean Beauty Standards
Clean beauty is no longer a niche — it’s the standard. Shoppers want products that are safe, plant-based, and free from toxins. They’re reading ingredient lists, searching for specific exclusions, and aligning themselves with brands that prioritize wellness and transparency through formulation.
If your private label skincare line doesn’t offer clean options, you're missing a massive opportunity to connect with today’s values-driven buyer. Investing in clean, non-toxic skincare with naturally derived ingredients isn’t just ethical — it’s the future of skincare.
👉 Want to learn more about the Clean Beauty formulations Pravada offers? Click here to connect with one of our project consultants!
