Besides being worth millions and millions of dollars, the beauty industry is constantly evolving and changing. As consumers, we are more informed and environmentally concerned than ever. The result? Brands are adapting their practices and products to meet their customers’ demands.

When it comes to sustainable living, we often talk about clean or organic beauty. It can stand either skincare or makeup products, crafted only with natural ingredients. However, by using the expression “clean”, are we saying that all other sorts of products must be considered “dirty” or “hazardous”?

Just a few years ago, when I was on my fit and conscious eating phase, a friend (thank you, Daniela) brought to my attention how negative the term “clean eating” could be. I was so highly absorbed by health coaching lessons and so many acclaimed authors that I hadn’t realized until then.

From that moment onwards, I stopped being more mindful of the words I used and my relationship with food: what I ate, the ingredients I bought, and how I would feel if I was in a situation where so-called “clean” meals weren’t available.

Recently I had another “Aha!” Moment, when I was writing ILIA beauty review. I was surprised to see a highly praised brand among the sustainable living community talking about how not all-natural ingredients are good for you. All conventional-beauty ingredients are harmful to you that they believe in something in between.

It was an awakening moment for me. As you know, I am always looking for sustainable products that are good for you and the environment. And this was life-changing. It made me look at beauty and makeup products with a new set of eyes.

From now on, I’ll be writing about conscious beauty products instead of clean beauty. Even though my goal remains the same: testing and writing about less hazardous products for you (and the environment), I am no longer using a label that might be so negative and misleading.

So, what is conscious beauty?

It’s about taking a thoughtful approach to the products we incorporate into our daily routines, whether by evaluating the ingredients in our skincare or makeup products or by seeking out those that help you feel (and look) your best because of its sustainability practices.

Conscious beauty products are cruelty-free and made with good-for-you ingredients. Some of these are also considered vegan and may have sustainable packaging. No matter the formula or the package, these products were created to impact your life positively and on the planet.

While clean beauty brands are more niche, harder to find, and sometimes more expensive, conscious beauty brands are slowly becoming the new norm. Significant beauty retailers like Sephora and ULTA are stocking more brands within this range and making these more visible.

Some of the brands that fall into this category?

Makeup: Urban Decay, Tarte, Milk Makeup, NYX Cosmetics, Colourpop, RMS Beauty, ILIA beauty, KVD Beauty, Charlotte Tilbury, Pat McGrath, Rare Beauty, Huda Beauty, Too Faced, Wet n' Wild…

Skincare: The Ordinary, Fenty Skin, Youth to the People, On the Wild Side, REN, Absolution, NUXE, Pai Skincare, Antipodes, Sephora Collection, Burt's Bees, Lanolips, Clarins, Respire, Ole Henriksen, Christophe Robin, Wishful…

The list is becoming bigger and bigger by the day. On top of that, we all should add our beloved local conscious brands. Small brands making a difference and positively impacting the planet are easier to find and have a minor handling/shipping process.

As you can see, there's a lot you can choose from and at different price ranges. Remember: no matter how sustainable a product is, it won't be that sustainable for you if it's not sustainable for your wallet or lifestyle.

The combinations are endless. Feel free to come up with something that not only matches your needs but makes you feel great about it.

What about conventional beauty products? Are these that bad?

Well, not exactly. The beauty industry is highly regulated, especially in Europe (where I am in). Those not-so-good ingredients will only be available at a percent safe for you to use. However, continuous exposure to certain substances might be harmful to you in the long term. Just as certain types of food, tobacco, or alcohol. Also, some of these brands have their products tested on animals.

I am not telling you to stop using that high-end conventional brand that you love so much. Or that you’ll have health problems later on in your life, for using a particular product for a long time. Everyone must be able to make their own decisions and use what they feel best. I am only telling you there are many equally effective yet more conscious options out there.

What am I doing in terms of beauty choices?

Instead of punishing myself for not using an acclaimed clean beauty product or feeling bad for not being able to afford it (that’s life), I am prioritizing other aspects that might help me have a more conscious routine. For example, I only use cruelty-free products. Because, for me, it makes no sense that an animal has to suffer so I can wear pretty lipstick. And if I can find a formula that is also vegan, that’s a massive plus for me.

My third criteria would be the ingredients used in the formula, and the fourth would be the packaging. Why doesn’t packing comes first if I am so concerned about the environment? Well, because the beauty industry still has a long road ahead in that department.

Even though most brands are far from sustainable in terms of packaging, when possible, I prioritize brands that use recycled cartons, glass jars (Youth to the People or The Ordinary), or an in-house packaging recycling system (Kiehl’s).

While clean beauty niche products tend to be more on the high-end side, fortunately, conscious beauty products are not only easier to find, but some of these are also low-cost. A huge plus, as not everyone can afford expensive clean beauty products.

So, I’ll be writing more about conscious beauty products instead of clean beauty ones from now on. Not only because I feel the term is more inclusive, but mostly because there are so many incredible brands and products out there that I don’t want you to miss.