Trend Spotlight: Keeping it clean

As time passes, and the public gains more knowledge about the ingredients going on its skin, the concept of ‘clean skincare’ has been gaining popularity.

Maxwell Stock, chief executive and president of luxury skincare brand Epicutis, shared his perspective on clean skincare. For him, Epicutis’ ‘clean’ label refers to the non-toxic ingredients that its products are made with.

“The products are free from harsh chemicals, synthetic fragrances, parabens, sulfates, and other potentially harmful substances. Our goal for clean skincare is to provide effective and safe products that nourish and protect the skin without causing irritation or long-term damage.”

While Epicutis focuses on non-toxic ingredients, products can also be considered ‘clean’ because of their safety profile or environmentally-friendly nature. Nescens, a Swiss skincare brand, doesn’t consider itself a 100% clean brand yet, but it does firmly believe in sustainable ingredients and packaging, alongside a rigorous safety and efficacy standard.

To reach the ‘clean’ ideal, the entire product range is currently undergoing reformulation. It is limiting the number of ingredients used and ensuring that each component is beneficial to the skin, introducing a new preservation system that also has a positive impact.

Stock shared some common ingredients found in clean skincare, like aloe vera, jojoba oil, and coconut oil. He also noted glycerine and hyaluronic acid as being recurrent humectants (a substance that draws water into the skin, hair, or nails) used, showing that clean skincare does have room for lab-developed ingredients, as long as they have proven benefits for the skin.

He thinks that the concept has gained popularity due to an “increased focus on overall health and wellness” in the public, alongside success stories and positive experiences shared by enthusiasts, influencers, and celebrities. However, is social media a good tool to be spreading information about skincare techniques?

“Social media can be a great platform for sharing information and experiences about skincare, but there are also several pitfalls to be aware of.”

“Not all information shared on social media is accurate or evidence-based. Influencers or users may share incorrect or misleading information about skincare products or routines. [They] may promote products because they are being paid or incentivised to do so, rather than because they genuinely believe in the product’s effectiveness.

“Skincare routines that work for one person may not work for another due to differences in skin type, concerns, and sensitivities. Social media often promotes a one-size-fits-all approach that may not be suitable for everyone.

“While some skincare professionals use social media to share their expertise, much of the information shared comes from nonprofessionals who may not have the same level of knowledge or training.” Despite the benefits of social media as a platform, it’s important to educate patients about how to protect themselves from influence, for example, by emphasising the importance of patch tests and professional advice. If this happens in the clinic environment, it will not only empower them to make informed decisions, but also build trust between the patient and practitioner.

For aesthetic practitioners, clean skincare can make a great pairing with many treatments, due to its evidence-based, safety-compliant nature. Holistic, wellness-led treatments are particularly well-aligned with the principles of the entire clean skincare movement.