Our editors have independently selected the items featured in this article because we think they’re worth knowing about. Shop TODAY has affiliate relationships so we may get a small share of the revenue if you buy something through our links.
This trend is more of a movement that focuses on finding beauty products made with organic ingredients and seeking transparency from brands. Though there are plenty of popular tried-and-true products that have worked well for years, some can include potentially harmful ingredients.
Beauty expert Bobbie Thomas joined TODAY to share some of the best products and brands that are backing the clean beauty movement — and most of the items are available at major retailers.
According to the Environmental Working Group, there are over 80,000 chemicals on the market today but only about 30 (11 beauty ones) are banned by regulators in the United States. In an effort to keep consumers happy and healthy, a variety of beauty brands are stepping up to the plate in order to make "clean" the norm.
Check out the products Thomas recommends to revamp your 2020 routine and join the clean beauty movement.
Follain is one of the few retailers that pioneered clean beauty shopping. Although it's an online retailer, the company is beginning to bring pop-up shops in certain cities.
This moisturizer delivers fast-absorbing hydration that aims to replenish and protect your skin. It's also dermatologist-tested and not tested on animals.
This creamy, nourishing moisturizer invigorates the senses while leaving skin feeling skin a soft and smooth.
Credo is another clean beauty destination that is slowly opening up brick and mortar stores. You can find a list of ingredients on the site called the "dirty list" and every one of the products sold on the site is certain to be free of these ingredients.
This scrub is ideal for dry or dull skin — it's made with sea kelp which helps soften and detox skin.
Bakuchiol is one of the trendiest plant-based anti-aging ingredients right now — and this serum is a must if you want to tackle those fine lines while you sleep. Use it alone or add your favorite moisturizer over it for an extra dose of moisture.
This is a personal favorite of Bobbie, especially during the winter months. She says it's effective and won't dry out skin. The formula is made with a fruit enzyme called papain that helps exfoliate and purify your complexion.
Sephora recently updated its clean beauty restricted list from 13 ingredients to 50 to help inform customers and provide the best formulas available.
This all-natural marula oil was developed to deeply moisturize, nourish, soothe and rejuvenate skin — plus, it has the "Clean At Sephora" clean beauty seal.
Target's clean beauty collection Versed is available online and at 1,400 stores across the country. Recently, the retailer has made more room for clean beauty on their shelves and this affordable collection is under $20 per product.
This beauty brand aims to introduce the younger generation to clean beauty. It's made for sensitive skin and is budget-friendly.
Kinship aims to help you protect your skin barrier, which is essential to keeping out bad bacteria and keeping in the good. The Besties set is an essential skincare pack that comes with an enzyme face cleanser, exfoliating peel pads, and a gel cream moisturizer.
This foaming face wash transforms from a light gel to a soft foam to give you clean and vibrant skin. It's vegan, gluten-free and dermatologist tested.
As an Allure Best of Beauty Award winner, this Ilia mascara won't let you down. It glides on smoothly and allows you to build volume with a second or third coat. This product has also been a bestseller at Credo since its launch four years ago.
Stuff We Love
Physicians Formula is an affordable clean makeup brand that can be found at your local drugstore. This nourishing tinted treatment hydrates and conditions lips for long-lasting smoothness.
If you're seeking a silky and airbrushed complexion, this foundation will help you achieve that gorgeous look.
"I have sensitive skin and haven't found a product that works with me until this! it's super lightweight, it has blendable buildable coverage, doesn't look caked on, and has a natural look and feel to it," said one buyer.
For under $10, you can get a beautiful bronzer you can use year-round. It's separated into four quadrants that allow you to blend and build color with ease.
This foundation stick will help you achieve a natural, radiant look. With key ingredients like hyaluronic acid and antioxidants, it also has skin care benefits.
This mineral pressed powder is available in 24 colors and comes in a compact case (perfect for throwing in your purse or when you're traveling).
Saint Jane focuses on creating CBD-infused beauty products — and this high-shine lip gloss smoothes and conditions lips while providing a sheer finish.
You can find these little lip balms at Iris & Romeo. The rich, buttery formula is plumping and hydrating.
Naked Poppy is a newer beauty brand that provides shoppers with a quiz to find out which products will work best for their skin and lifestyle. The liquid eyeliner shown here glides on and remains smudge-proof all day.
Beautycounter is one of the pioneer brands in the clean beauty space. Similar to Follain and Credo, the brand has a restricted ingredient list called "The Never List" — and they go above and beyond to test every ingredient in their formulas.
This moisturizer has SPF 20 perfection, delivers lightweight hydration and provides sheer coverage.
The Tint Skin Hydrating Foundation from Beautycounter is said to be a "complexion game-changer."
"Tint skin has left my skin looking bright and even. As a makeup artist by trade, it’s hard to believe such a clean product can have long-lasting coverage. Hands down one of my new favorite foundations," said one buyer.
This Glamour Magazine Beauty Award winner is the perfect lipstick for daily wear. It has a silky-smooth texture and is incredibly moisturizing.
Bath and Body
With scents like jasmine, spearmint and cucumber, this Myro deodorant will have you hooked from the start. The formula is aloe-based and has powerful bacteria-neutralizing probiotics to keep you smelling fresh.
Did you know that deodorant could come in a convenient spray bottle? The Ursa Major spray deodorant is long-lasting and refreshing.
This aluminum-free deodorant comes in chic scents like white musk, jasmine and guaiac wood.
This toothpaste isn't just for adults, it's kid-friendly too. Bobbie's son loves the watermelon flavor.
This popular Dr. Bronner's castile soap is billed as an 18-in-1 powerhouse. Bobbie says she uses it for everything from body wash to a cleaner for delicate clothing items.
For a gentile and nourishing body cleanser, look no further than Renpure's lavender and honey body wash. The company creates plant-based beauty products that are free from sulfates, parabens, dyes and more.
Gro-To makes gentle bath and body care for all kids. Their products are dermatologist tested and formulated to be non-irritating, hypoallergenic and free from harmful chemicals.
This moisturizer is made with a unique blend of seven plant extracts that nourish and comfort.
There were 10,000 people on the waitlist for this product and 5,000 units sold on launch day. It's a super calming lavender vegan room spray to bring a sense of calmness to any room.
Sally Hansen now has a 100% natural line of nail polish available in 30 rich colors.
When you use products that have natural ingredients, you're likely to see multiple benefits. This non-toxic nail polish created by founders in New York City is smooth, cruelty-free and free of harmful chemicals.
"Clean" fragrance can be tough to find because restrictions are a lot more lenient when it comes to formulas. Luckily, Phlur promises that its products are created to be safer for the skin and safer for the planet.
Actress Michelle Pfeiffer worked with the Environmental Working Group to create a fragrance that fit industry standards for clean beauty. It was vigorously tested to ensure high-quality solutions for consumers.
Herbal Essences was the first mass retail brand to work with the Environmental Working Group to meet clean beauty standards. The shampoo is full of moisture, free of sulfates and proves that clean beauty doesn't have to be expensive.
This budget-friendly, sulfate-free shampoo is made with almond milk that aids in defining curls and obliterate frizz.
John Masters was one of the first clean beauty hair care brands that met clean industry standards and worked extremely well. The brand's highly-efficacious products are some of Bobbie's favorites. You can get everything from conditioner to shampoo, scalp solutions and more on the website.
This bottle of shampoo will gently cleanse hair while soothing an irritated scalp. It's certified organic and has a lovely botanical scent.
This conditioner, created by Ursa Major, is perfect for daily use on all hair types. It's formulated with jojoba and sandalwood to help restore hair's moisture.
For more stories like this, check out:
- Winter skin care routine: 19 must-have products
- 28 beauty products to achieve the most popular makeup trends
- Brooke Shields revealed the beauty products she uses daily
Shop TODAY takes care to recommend our favorite items chosen by trusted experts and editors, as well as inform our readers of great deals, customer favorites, and newsworthy products from around the web. For more on our process, click here.