There is no clear definition of 'clean beauty' yet. Cosmetic ingredients are hotly debated, and the FDA (US) has banned 11 additives in our cosmetic products. And there hasn’t been a significant change to cosmetic regulation since 1938.
Every brand has its own definition, e.g. it should be biodegradable, others say it should be 100% natural, without water and toxins. Nevertheless, most brands explain that 100% is not possible, and if it is, will go bad within days like food.
Arkive believes that the future is clean beauty, where ingredients aren't harmful to our planet anymore. Although, clean beauty products can also be overproduced. Solving today's problems isn't necessarily new products, but delivering products to the world that we actually need and will consume.