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For some, clean beauty is a way of life. For others, it’s a new trend worth trying. Lately it seems like every new beauty brand to gain a cult-like following is made with non-toxic ingredients and comes housed in sustainable packaging. But unlike many other trends (ahem, Dad sneakers), this is one we hope sticks around for good.

Not only is a clean beauty routine beneficial to our own health, but it’s also extremely beneficial to the planet—a simple daily task like washing our face can leach chemicals into our waterways, killing off marine life in the process (yikes). But by formulating those same daily products with non-toxic, natural ingredients, we’re creating healthier environments for ourselves and all of the planet’s living creatures.

There’s always been a bit of a misconception that clean products just don’t work. If you’ve ever made the switch from anti-perspirant to natural deodorant, you know what we’re talking about (and for those of you who don’t know, there’s a bit of a smelly “detox” period while your body transitions off the toxic stuff). But that’s just not true. There are so many effective, clean products on the market with the science and results to prove it. And as any new brand knows, the best place to start is with product-obsessed early adopters, like Millennials and Gen-Z.

Younger generations are becoming more interested not only in how a product looks in their Instagram feed, but also how well it works and what’s actually inside. And brands are taking notice. For example, Kosas, a clean makeup brand founded by Sheena Yaitanes, is seeking out collabs with major TikTok stars to help promote the brand to those early adopters. The interest and reach is often right there in the comments of these giveaways, with thousands of people bidding for a chance to win free products. Then there’s major clean beauty retailers, like Credo, whose founder and COO Annie Jackson said that its main audience is millennials from ages 28 to 34.

With so many new brands championing the clean beauty movement, how do you know which one to try first? That’s where we come in. Whether you’re new to the whole idea or are just looking for more non-toxic products to add to your routine, we rounded up 12 new brands to know, shop and love below (along with our fave products from each line).

RELATED: Kosas Just Launched an AHA Deodorant Serum that Makes B.O. a Thing of Summers Past


1. Kosas

Kosas believes in a well-rounded clean beauty regimen, and yes, that includes your cosmetics. This L.A.-based, woman-owned brand was founded in 2015 and has been hot on the scene ever since, thanks to its fun, bold formulas that have changed our idea of clean beauty forever. The brand states, “We believe in free, easy, unrestrained beauty that celebrates simplicity and defies convention. Well-versed in the beauty routines that came before us, we are now liberating them, redefining beauty on our own terms and introducing makeup that feels as good as it looks.” With high-performance products, like its revolutionary Chemistry Serum Deodorant and brand-new three-years-in-the-making The Big Clean Mascara, its products just keep getting better and better.

A few of our favorite products:

Chemistry Serum Deodorant ($15); Wet Lip Oil Gloss ($17); The Big Clean Mascara ($26); ($34); Tinted Face Oil ($42)

Credo Beauty


WLDKAT’s products were made to be an extension of your personal style (check that colorful packaging). The woman-founded brand believes in uncomplicated products that fit into whatever skincare routine you currently have. No rulebook, no system and no one-size-fits-all approach. The formulas are clean and simple, and clearly state what is and what’s not inside each bottle, so you never have to guess or make your own assumptions.

A few of our favorite products:

CBD 50 mg Cupuacu + Mango Butter Lip Balm ($18); CBD 150 mg Ginger + Kombucha Bubbling Skin Tonic ($28); pH Balanced Patchouli + Cherimoya Gel Cleanser ($29); CBD 150 mg Mushroom + Moss Gel Cream ($29)


3. Kinship

This Gen-Z targeted brand focuses on one common ailment: acne. Every science-backed product is formulated to be clean (no ifs, ands or buts) and excludes 1,300+ questionable ingredients banned by the EU, which BTW is even harder to do with blemish-fighting products thanks to the common use of toxic drying agents. At the heart of every product is Kinbiome™— a proprietary microbiome technology that supports a healthy skin barrier. Kinship also features earth friendly and ethical packaging (that also happens to be super cute) and has already helped eliminate two tons of plastic from our oceans.

A few of our favorite products:

Pimple Potion Retinal + Salicylic Acne Treatment ($19); Naked Papaya Gentle Enzyme Cleanser ($22); Insta Swipe Lemon Honey AHA Pads ($24); Self Reflect Sunscreen Broad Spectrum SPF 32 ($25)


4. INNBeauty Project

We first fell in love with INNBEAUTY PROJECT’S fun, brightly colored packaging. Then we fell in love all over again once we experienced the actual formulas. Founded by two beauty industry veterans, the brand formulates its products to the highest clean standards, using clinically proven active ingredients that deliver real results, fast—while being vegan, cruelty-free and free of toxins.

A few of our favorite products:

Glaze #1 Lip Oil ($15); Foam Around Clarifying Daily Cleanser ($22); Down to Tone Life Changing Toner ($26); Next Level No BS Moisturizer ($28)


5. Tower 28

Female-founded and made locally in Los Angeles, Tower 28 creates products that are specially designed for sensitive skin (something the brand’s founder Amy Liu struggled with her whole life). Not only are its products high-performing and fun to wear (and let’s be honest, fun look at), but they’re also rigorously dermatologist- and allergy-tested to ensure they’re safe enough for every skin type. Fun fact: Its name comes from a lifeguard tower in Santa Monica and embodies everything the brand stands for: the easy, fun vibes of a southern California beach day.

A few of our favorite products:

ShineOn Lip Jelly ($14); BeachPlease Luminous Tinted Balm ($20); Bronzino Illuminating Bronzer ($20)

Credo Beauty

6. Exa

This brand is so new, it only has two products so far—a foundation and a primer—but they’re good. The name Exa comes from the decimal unit prefix 10¹⁸ (1,000,000,000,000,000,000), representing their maximum emphasis on inclusivity. It focuses on clean, potent plant ingredients with products that are designed to match a wide variety of skin tones (43 to be exact) and be as eco-conscious as possible. Not to mention, Exa donates a percentage of proceeds to Women’s Voices for the Earth, an organization that “amplifies women’s voices to eliminate the chemicals that harm our health and our communities.”

A few of our favorite products:

Jump Start Smoothing Primer ($34); High Fidelity Foundation ($38)


7. Mara

You’ve likely seen these gorgeous ocean-inspired green bottles somewhere along your beauty journey. MARA is just two years old, but the brand has already made a lasting impact on the clean market thanks to its moringa-based, algae-infused skincare products, packed with exotic superfoods like green tea and baobab. Founder Allison McNamara (a former beauty editor and influencer) turned her focus to the sea (P.S. Mara means “sea” in Gaelic and is also the last four letters of her surname) to develop a proprietary algae plankton blend that delivers a healthy, hydrated glow like nothing else we’ve ever used.

A few of our favorite products:

Chia + Moringa Algae Enzyme Cleansing Oil ($58); Algae + Moringa Universal Face Oil ($72); Evening Primrose + Green Tea Algae Retinol Oil ($120)


8. Versed

Versed’s mission? To create the cleanest drugstore skincare brand, period. Though the prices are super affordable (yes, their super effective retinol serum is just $22) and the products can be found at Target, that doesn’t mean they’re any less effective than pricier ones. Versed formulates to the high standards of the European Union, banning over 1,300+ toxins to ensure everything we put on our skin is safe. The brand is also committed to reducing waste and minimizing its carbon footprint with most of its packaging created out of 79 percent post-consumer recycled plastics.

A few of our favorites:

Silk Slip Conditioning Lip Oil ($10); Game Over Acne Drying Treatment ($17); Guards Up Daily Mineral Sunscreen Broad Spectrum SPF 35 ($22); Press Restart Gentle Retinol Serum ($22)


9. Everyday Humans

Everyday Humans, a Gen-Z-beloved beauty line, creates SPF that feels like skincare, so you actually want to wear it. But it also makes non-SPF products like Bomb Diggity Wonder Salve and No Problemo Pre & Post-Sun Water for times when you accidentally get too much sun. Whatever the product, you can rest assured that the formulas are uncomplicated, clean, earth friendly and never tested on animals. Music to our ears.

A few of our favorites:

Bomb Diggity Wonder Salve ($9); No Problemo Pre & Post-Sun Water ($14); Oh My Bod! SPF50 Body Sunscreen ($18); Resting Beach Face SPF30 Sunscreen Serum ($24)

Ilia Beauty

10. Ilia

If you’re a fan of multitasking beauty products, look no further than Ilia—a clean cosmetic brand that believes in skincare powered makeup. What does that mean, exactly? Its formulas are designed with active levels of skincare ingredients to leave your complexion looking better both immediately and over time. Though the bulk of its products are vivid and fun to play with, the brand puts emphasis on skin first, creating base products that enhance your natural beauty and create the perfect canvas for the rest of its line.

A few of our favorites:

Balmy Gloss Tinted Lip Oil ($26); Limitless Lash Mascara ($28); Multi-Stick ($34); Super Serum Skin Tint SPF 40 ($46)


11. Tula

Tula’s journey is different from every other brand on this list. It was founded by Dr. Roshini Raj, a gastroenterologist who realized the effects gut health had on her patients’ skin. So, she formulated a clean, effective probiotic skincare line to help balance the skin microbiome and restore its natural balance, while also restoring her patients’ confidence.

A few of our favorites:

Rose Glow & Get It Cooling & Brightening Eye Balm ($30); Face Filter Blurring & Moisturizing Primer ($34); Get Toned Pro-Glycolic 10% Resurfacing Toner ($34); 24-7 Moisture Hydrating Day & Night Cream ($52)


12. BYBI Beauty

BYBI, which stands for By Beauty Insiders, was founded in 2017 by two London-based beauty bloggers, trained formulators and skincare experts to optimize skin’s health. Every product is made with 100 percent natural, vegan, eco-friendly and cruelty-free ingredients and created with a focus on uncompromising quality and a commitment to bettering the planet. BYBI uses a unique upcycling ingredient approach to creating some of its most popular products, like the Strawberry Oil Booster, where its supplier works with juice manufacturers to collect seeds removed from the strawberries before they are juiced, and then uses those seeds in its formula, rather than shipping them off to a landfill. Cool, huh?

A few of our favorites:

1% Bakuchiol in Olive Squalane Oil Booster ($17); Crystal Clear Facial Cleansing Gel ($30); Night Nutrition ($34); Supercharge Serum ($44)

RELATED: I Hated Wearing Face Makeup Until I Tried This bareMinerals Tinted Moisturizer

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