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According to the Environmental Working Group, there are over 80,000 chemicals on the market today but only about 30 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.
TODAY style contributor Bobbie Thomas shared some of the best products and brands that are backing the clean beauty movement — and most of the items are available at major retailers.
So whether you need to replenish your skin care routine or makeup bag, there's a clean product out there to help you look and feel good.
Follain is one of the few retailers that pioneered clean beauty by providing ingredient transparency and making clean products affordable.
The moisturizer is one of their bestselling products and delivers fast-absorbing hydration designed to replenish hydration and moisturize skin.
This creamy and nourishing moisturizer is ideal for anyone with dry skin. It's a lighter version of their classic Skin Food formula that's designed to leave your skin feeling smooth and hydrated.
Credo is another great clean beauty destination. You can find a list of ingredients on the site called the "dirty list" and every one of the products they sell is free of potentially harmful chemicals.
This scrub is ideal for anyone with a dry or dull complexion. 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 one of Thomas' personal favorites. She says it's effective and won't dry out your skin. The formula is made with a fruit enzyme called papain that helps exfoliate and purify your complexion.
Earlier this year Sephora updated its clean beauty restricted list from 13 ingredients to 50 — helping inform customers about the cleanest formulas available.
This all-natural marula oil was developed to deeply moisturize, nourish, soothe and rejuvenate skin — plus, it has the "Clean At Sephora" 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 it's budget-friendly.
Kinship creates products to protect your skin barrier, which is important for 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.
The Urja Gentle Foaming Face Wash transforms from a light gel to a soft foam to give you clean and radiant skin. It's vegan, gluten-free and dermatologist tested.
As an Allure Best of Beauty Award winner, this mascara won't let you down. It glides on smoothly and allows you to build volume with a second or third coat. It's also been a bestseller at Credo since its launch four years ago.
Physicians Formula is an affordable clean makeup brand that can be found at your local drugstore, says Thomas. This nourishing tinted treatment hydrates and conditions lips for long-lasting smoothness.
If you're seeking a silky and airbrushed complexion you may want to turn to this nourishing silk foundation.
"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 that can make you look sun-kissed 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, it delivers moisture while providing full-coverage.
This mineral pressed powder is available in 24 shades and comes in a handy compact. The antioxidant-infused formula designed to nourish skin and boost radiance.
Saint Jane focuses on creating CBD-infused beauty products. This high-shine lip gloss smoothes and conditions lips while providing a sheer finish.
These lip balms include collagen-boosting peptides that are made to increase firmness and volume in your lips. Plus, the rich, buttery formula will leave your skin with day-long softness.
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 first brands to enter 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.
The brand's Dew Skin Tinted Moisturizer has SPF 20 perfection, delivers lightweight hydration and provides sheer coverage.
The Tint Shin Hydrating Foundation from Beautycounter is formulated to cover imperfections and blend effortlessly to even out skin tone.
"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 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? Here's your proof! 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. It's also water-based and designed to last throughout the day.
This toothpaste is fluoride-free and filled with ingredients like coconut oil, farm-grown mint and more. It isn't just for adults, it's kid-friendly too. Thomas' son loves the watermelon flavor.
This popular Dr. Bronner's castile soap is billed as an 18-in-1 powerhouse. Thomas 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 of 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 designed to bring a sense of calmness to any room.
Sally Hansen has a 100% natural line of nail polish available in 30 rich colors. The formula is designed to improve the look of ridges and imperfections while sealing fragile nails.
This non-toxic nail polish founded by a New York City-based nail salon is available in a wide range of colors, is 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, says Thomas. But Phlur formulates its products to be gentle enough for sensitive 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 it would be a high-quality solution for consumers.
Herbal Essences was the first mass retail brand to work with the Environmental Working Group to meet its 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 Thomas' 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.
The Ursa Major Go Easy Daily Conditioner is perfect for daily use on all hair types. It's formulated with jojoba and sandalwood to help restore hair's moisture.
This article was originally published on Jan. 10, 2020.
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