Scrolling through Instagram or “beautytok” without encountering GRWM videos and influencers touting the latest beauty trends and must-haves is impossible. From glowy serums that promise glass skin to tools claiming salon-quality results at home, beauty trends have a way of pulling us in. But before you hit “buy now” it’s worth pausing and taking a closer look. Are these viral beauty buys worth it, or is there a better way to approach the latest craze by adopting clean beauty?
Why Be Wary of Beauty Trends?
The beauty world moves fast, and it’s easy to feel tempted by every new trend, especially when they promise lofty results (silky hair overnight, billowing curls while you sleep, zero pores after one use, the list goes on…). While trying them out can be fun, we here at Peahen blog know what it’s like to buy countless products looking for a single result, only to be let down by every.single.one. Chasing trends, as with fast fashion, seems easy, but it’s not always what’s best for you, your wallet, or the planet.
We want to steer you toward safer and more environmentally friendly products. Here are some reasons to make the shift:
- Stop throwing away money: What’s all the rage today could be forgotten tomorrow. And with it? Your money. Many viral products sink more money into advertising than product development. They may look shiny but don’t always deliver shiny results.
- Beauty trends fuel overconsumption: Just like fast fashion, the endless barrage of new beauty launches can make us feel like we’re always behind. This cycle pushes us to buy more, leaving a trail of barely-used products. Does your skin (or wallet) really need another hydrating serum when the last one isn’t even halfway empty?
- The wrong products can contain toxic ingredients: While products in the U.S. adhere to FDA regulations, not all ingredients are regulated or created equal. For example, synthetic fragrances, parabens, and sulfates can irritate the skin or harm long-term health. Phalates are often criticized for their potential endocrine-disrupting effects but have yet to be banned by the FDA. If you’re ordering products from outside the U.S., ingredient lists can be vague—or non-existent. Grabbing on to the newest trend can make us purchase a new product without looking into what’s in it and how it could affect our body (the skin is our largest organ, after all).
- Trend-driven beauty amplifies the plastics crisis: Many viral beauty products come with excessive plastic or non-recyclable packaging because it’s cheaper than glass, metal, or bioplastic alternatives. The recycling rate for beauty product packaging is already alarmingly low. According to the British Beauty Council, only 14% of beauty packaging reaches recycling facilities, and a mere 9% is recycled; the remaining 91% ends up in landfills. This happens because many beauty products are packaged in materials that are difficult to recycle through standard municipal programs. Items like mascara wands, skincare tubes, and shampoo pumps often contain mixed materials or are too small to be effectively processed, leading to their exclusion from curbside recycling. All the more reason to think before we purchase.
So What Does “Clean Beauty” Really Mean?
The term “clean beauty” has become a buzzword, often used as a marketing tool to make products seem healthier or more ethical. Just as “sustainable” is sometimes misused for greenwashing, “clean” can be slapped on products without much to back it up.
Here’s how to cut through the noise and spot truly clean beauty products:
- Choose cruelty-free: Many big beauty brands still rely on animal testing despite growing consumer awareness about the practive. Choosing cruelty-free brands supports humane practices. Look for certifications like Leaping Bunny that ensure no animals were harmed in the product’s creation.
- Avoid harmful chemicals: Steer clear of parabens, sulfates, phthalates, and synthetic fragrances—these can irritate your skin and harm the planet. This just scratches the surface, though. For a more comprehensive list, check out Credo’s Dirty List, which breaks down ingredients by specific health concern.
- Opt for eco-friendlier packaging: Choose brands that make efforts to minimize their packaging. This could mean choosing paper, glass, or aluminum packaging (more recyclable) or innovative compostable options. Some brands now offer refillable options to reduce waste. We love that!
- Look for transparency: Companies that are upfront about their ingredients and practices are the ones you should trust. Brands committed to clean beauty will gladly tell you what’s inside and why. Remember: it may be hard for smaller brands to get expensive certifications like Leaping Bunny, EWG, B Corp or Made Safe. But if they can honestly trace their ingredients and care about them, that’s a good first step.
Trends Today and Clean Beauty Alternatives
Okay, so not all beauty trends are as flawless as they seem—but hold on! That doesn’t mean you have to miss out on all the fun. We’re big fans of you looking in the mirror, loving what you see, and, most importantly, taking care of yourself how you like. Let’s explore some of the hottest trends and how you can enjoy them while staying true to clean, conscious beauty.
1. “Glass Skin” and the K-Beauty Obsession
“Glass skin” is a South Korean K-beauty trend for silky, poreless skin that’s so smooth it reflects like glass. K-beauty has exploded in popularity online thanks to the rise of K-pop and K-dramas. On the surface, focusing on healthy, glowing skin instead of heavy makeup seems like a win. But this TikTok-fueled frenzy often leads to overconsumption, with shoppers grabbing endless toners, serums, and sheet masks to achieve the look. Not only is poreless skin unrealistic—since pores are natural and help keep your skin hydrated—but many of these products, like sheet masks, are single-use, contributing to significant environmental waste.
The problems don’t end there: many K-beauty products contain synthetic fragrances, parabens, and even PFAS (“forever chemicals”). These ingredients can irritate your skin and disrupt your body’s endocrine system, leaving you with more issues than when you started.
When it comes to skincare, more does not always mean better. In fact, using too many products can dry out your skin, taking you further from your glassy skin goals. The key to achieving glowy skin is to first set realistic expectations and remember that many poreless faces greeting you on social media don’t look quite that glossy IRL. Then, focus on finding a few high-quality products to keep your face well-hydrated. Here are a few clean beauty brands you can try:
- Hyaluronic Serum 200: Evolve Organic Beauty, $42.00
- Hyaluronic acid has been shown to increase skin hydration, helping you achieve that dewy, glassy glow.
- Multeye Mask:Thrive Causemetics, $28.00
- If you’re a fan of face masks, swap your disposable ones for these reusable under-eye masks.
- SPF Tinted Mineral Moisturizer – BB Cream: Juice Beauty, $39.50
- When you’re looking for a bit of coverage but want to keep it natural looking, opt for a tinted moisturizer, like this one from Juice Beauty, that uses mineral pigments.
- Tata Harper Resurfacing Mask: Tata Harper, $68.00
- This mask has pink clay, pomegranate enzymes, and white willow bark, which together contain natural properties to remove excess oil from pores and dissolve buildup on the skin for a fresh, soft glow.
2. Liquid Hair
Hair so smooth it flows like liquid…Who wouldn’t want that, right?
While the sleek, shiny look may seem like a dream, many influencers showing off this liquid-like finish often rely on a combination of products and pricey salon treatments. But here’s the catch: many blowouts and hair straightening treatments use toxic chemicals like formaldehyde and synthetic ingredients, which, when heated, pose risks to your health.
Fortunately, you don’t have to rely on toxic treatments to achieve smooth, frizz-free hair. Here are some of our favorite products to reduce your frizz in a cleaner fashion:
- Serenity Smoothing Cream Blowout Lotion: Innersense Organic Beauty, $28.00
- A hair lotion with organic mango seed butter designed to give you a blowout-like look without toxic chemicals.
- Live In Mist Leave-In Conditioner: Arey, $36.00
- A leave-in conditioner that’s a detangler and UV ray protector to both smooth and protect your hair.
- Smoothing Hair Treatment: Grown Alchemist, $50.00
- This formulation is great for treating hair with heat damage, using milk protein to strengthen and rebuild.
- Lightweight Hair Oil: Lolavie, $33.00
- An oil infused with a vegan keratin complex and natural botanicals for a sleek, lightweight finish for thinner hair needing shine without the weight.
3. Underconsumption Core
A trend about consuming less? Count us in!
This trend focuses on buying fewer, high-quality, multi-functional products instead of letting too many products clutter your shelf. While it’s a more sustainable approach, you might feel tempted to splurge since you’re buying less or to buy a multi-functional product that doesn’t fit your needs. Sure, some high-quality products can be worth the extra cost but don’t fall for the girl math of spending more just because you’re buying less. Here are some clean, double-duty products to stock up on next time you need a refill that we think are worth the cost.
- Tulip Tint Lip & Cheek Balm: Credo (on sale!), $15 (or Bluemercury)
- A hydrating tint you can use on both your lips and cheeks for a dewy, natural glow.
- Triple Threat™ Color Stick: Thrive Causemetics, $36
- A blush, bronzer, and highlighter stick that allows for a simplified and versatile beauty routine.
- Everything Soap: Follain, $28
- This soap for body and face in a lemongrass scent from essential oils will be the only soap or wash you want to use.
- Axiology Multi Stick: Axiology, $28
- A vegan, plastic free stick you can use safely on eyes, lips and cheeks.
4. Probiotic Products
Until recently, you’d likely find probiotics in your fridge, not your bathroom vanity. These “good” bacteria, found in foods like kimchi and yogurt, are now being marketed as essential for balancing the skin microbiome and boosting skin health.
While probiotic-rich foods have benefits for your gut health, the evidence for probiotic skincare is far less conclusive. Some studies show slight improvements in skin issues like acne or psoriasis when using topical probiotics. Still, others note that more research is needed before truly knowing these products’ effectiveness. It’s also important to note that the FDA doesn’t regulate probiotics in cosmetic products, so just because a label claims it contains probiotics doesn’t mean the probiotics are actually active or effective.
Since the benefits of probiotic skincare are uncertain, a safer approach is to opt for products with prebiotics or niacinamide. Prebiotics act as food for the beneficial bacteria already present on your skin, and since they aren’t living like probiotics, they’re more stable in products. Niacinamide helps your skin build protein and retain moisture, supporting a healthy, hydrated complexion.
- Daily Defence Moisture Mist: Evolve Organic Beauty, $28.00
- This hydrating mist uses prebiotics from chicory root to help strengthen the skin.
- Wild Nettle & Niacinamide Firming Serum: Alpyn Beauty, $58.00
- In addition to wild nettle and niacinamide to strengthen and hydrate the skin, this product contains rambutan, a plant-based alternative to retinol for further skin protection.
- The Ordinary Niacinamide & Zinc: The Ordinary, $6.00
- The Ordinary promises safe, effective products without complicated ingredient lists or high price tags, and that’s exactly what this Niacinamide and Zinc will give you. This is a must-have in our personal stash.
- Credo Cleanser for Dry Skin: Credo Beauty, $40.00
- In addition to cleansing and removing dirt, this product contains prebiotics from vetiver root that will help strengthen the skin’s barrier.
5. Igari Makeup & Blonzing
Blush is having a major moment, with two trends leading the way: Igari makeup and Blonzing. Named after Japanese artist Shinobu Igari, the Igari trend applies blush across the cheeks, nose, and even forehead for a warm, flushed look. Meanwhile, “blonzing” combines blush and bronzer for a sun-kissed glow.
A little pop of color never hurts— as long as you choose clean products free from harmful ingredients. Look for blushes that avoid microplastics, synthetic dyes, and artificial fragrances. Here are a few clean favorites to try:
- Phyto-Pigments Last Looks Cream Blush: Juice Beauty, $25.00
- A cream blush you can use on cheeks, lips, and eyes.
- ReDimension Hydra Powder Blush: RMS Beauty, $35.00
- If you prefer a powder blush, try this silky smooth option that comes in 10 different shades.
- BeachPlease Cream Blush: Tower 28, $20.00
- Bright, sun-kissed colors you can use on your cheeks and lips.
- The Best Blush: Jones Roads, $36.00
- This powder blush gives a sunny yet natural look and contains squalene for a hydrating, plump finish.
6. Peel-off Lip Stains
Peel-off lip stains have captured our attention with their vibrant hues and the exciting moment of reveal. However, when you peel back the layers and take a closer look, you’ll find these products might leave a “stain” on more than just your lips. Many rely on ingredients like Polyvinyl Alcohol (PVA), like the viral Sacheu Lip Liner. PVA is often marketed as “biodegradable,” but in reality, it’s still a plastic—once a plastic, always a plastic. While it appears to dissolve in water, PVA does not truly biodegrade and still ends up damaging the ecosystem. Along with other petrochemical-based polymers and synthetic dyes, these ingredients not only contribute to microplastic pollution but can also irritate your lips.
If you love the idea of long-lasting color but want something better for your lips and the environment, try products made with plant-based pigments and natural, hydrating bases:
- Lush Tinted Lip Oil: Well People, $12
- A sophisticated lip look that’s hydrating and budget-friendly.
- Legendary Lip Oil, RMS,$25
- This lip oil offers vibrant color and hydration with nourishing ingredients like jojoba oil and turmeric extract.
- Coco Crayon | Ere Perez, $27
- This lip liner has a smooth, natural feel, thanks to ingredients like coconut oil and baobab seed oil that hydrate the skin.
- Tinted Sculpted Lip Oil: Ogee Luxury Organics, $28
- Just as hydrating as it is beautiful, this lip color is made from jojoba oil, peppermint essential oil, and hyaluronic acid to keep your lips soft throughout the winter.
7. Collagen Masks
Collagen is a protein in the body that gives your skin structure, replaces dead skin cells and adds to skin elasticity. Those qualities are the reason why masks boosted with topical collagen seem to be on everyone’s minds – and faces – these days.
However, there’s a major red flag: applying collagen topically hasn’t been proven to benefit your skin. Instead, focus on boosting your skin’s natural collagen production with ingredients like retinol. Additionally, vitamin C can help by reducing inflammation and protecting the collagen your skin already has.
- Botanical A Bio-Retinol Night Serum | One Love Organics, $70
- A bio-based retinol with aloe leaf juice for a calming effect.
- Pure Luxury Organic Reusable Sheet Mask | Jenny Patinkin, $38
- If you don’t want to give up the face masks entirely, try this reusable face mask that allows you to add your own product and use it over and again. We have this and disagree with the reviews 🙂
- BAKUCHIOL Retinol Alternative Smoothing Serum: Herbivore, $36
- Retinols have gained popularity for the same promise as collagen masks – keeping the skin youthful and wrinkle-free. This natural alternative will do that without the harsh ingredients.
- RE/SET Reusable Eye Boost Mask: Noto, $28
- Get that same refreshing and hydrating feel from under-eye masks but ditch the disposability with this reusable eye mask set, which can be used alone or with your favorite skincare product (check the listing for some recommendations).
Making the change to clean beauty
Switching to clean beauty is a big step in the right direction, but it’s important to remember that the most sustainable choice is often the simplest: not buying anything unless you truly need it. Before jumping into the latest beauty craze, take a moment to ask yourself if it aligns with your values and fits into your routine.
Sometimes, the most effective beauty routine is the one that starts with using what you already have—whether that’s finishing up products you’ve accumulated or opting for multi-use items that help streamline your collection. Or even whipping up some eco-friendly options with ingredients in your fridge! After all, real beauty doesn’t come from having the newest products, but from being confident and comfortable in your skin.
Do you have any clean beauty recipes or products to share? Drop them in the comments!
Author Bio:
Jackie Warehime is a New York-based designer and sustainability advocate with a background in product design. She writes about sustainable design at www.jackiewarehime.com to explore and expand the ethical and sustainable approaches to crafting our world.
Photos submitted by those featured.
