What Does Clean Beauty Really Mean in 2026?

“Clean beauty” is one of the most talked-about terms in the beauty industry, yet there is still no universally accepted definition of what it means.

For some consumers, clean beauty is about avoiding certain ingredients. For others, it is about choosing products that prioritise transparency, sustainability, ethical sourcing and environmental responsibility.

While there may not be a single definition, most people would agree that clean beauty is about making more informed and responsible choices. Consumers are becoming increasingly interested in what sits behind a product, from ingredient sourcing and formulation through to packaging and environmental impact.

Looking at the 2025 Global Green Beauty Awards winners, it’s clear that brands are approaching clean beauty in very different ways.

Rosenserien: A Botanical Approach to Clean Beauty

One brand recognised in the Best ‘Clean’ Beauty Product (No Nasties Face) category was Rosenserien, whose Moisturizer Normal/Dry received Bronze.

Founded in Sweden, Rosenserien has built its philosophy around natural, vegan and organic skincare, with rose water and rose oil becoming signature ingredients throughout the range. The brand was created from a desire to offer gentler skincare alternatives and has remained committed to using carefully selected botanical ingredients and organically certified raw materials.

What makes Rosenserien particularly interesting is its consistency. Long before clean beauty became a widely used industry buzzword, the brand was developing products centred around natural ingredients, simplicity and transparency. Its approach serves as a reminder that clean beauty is not always about chasing the latest trend. Sometimes it is about returning to trusted ingredients and focusing on quality, efficacy and responsible formulation.

maskology: Sustainability Beyond the Product

While some brands focus primarily on ingredients, others have expanded the definition of clean beauty to include environmental responsibility throughout the business.

One brand taking this wider view is maskology, whose Hyaluronic Facial Serum received Silver in the Best ‘Clean’ Beauty Product (No Nasties Face) category.

The serum is packaged in a recyclable glass bottle and FSC-approved packaging printed using vegetable inks. Beyond individual products, maskology has implemented a number of sustainability initiatives including biodegradable bamboo fibre sheet masks, recyclable packaging materials, paper-based shipping materials, vegan-certified products and the use of renewable energy within its operations.

What stands out is that sustainability does not appear to be a single initiative or marketing campaign. Instead, it can be seen across multiple areas of the business, from product development and packaging to logistics and manufacturing. For many consumers, clean beauty no longer stops at the ingredient list. They also want to know how a product is packaged, shipped and manufactured.

LUMI BIO-KLINIK: Supporting the Skin’s Natural Balance

Clean beauty can also be about keeping things simple, which is where LUMI BIO-KLINIK stands out.

Lumi's Probiotic Aloe Gel received Gold in the Best ‘Clean’ Beauty Product (No Nasties Body) category at the 2025 Global Green Beauty Awards.

The brand’s philosophy centres around supporting the skin’s natural microbiome through carefully selected ingredients. The Probiotic Aloe Gel combines microbiome-friendly ingredients with organic Spanish aloe vera and is both vegan and naturally derived. The formula is also unfragranced, making it appealing to consumers seeking a simpler, more minimal approach to body care.

In recent years, skincare conversations have increasingly focused on the skin microbiome and how products can support rather than disrupt it. Products such as this demonstrate that clean beauty can also be about working with the skin’s natural functions rather than relying on unnecessary complexity.

What the Global Green Beauty Awards Stands For

The Global Green Beauty Awards was established to recognise brands that are making a genuine effort to create more sustainable, responsible and environmentally conscious beauty products.

Whether that means exploring natural and organic ingredients, reducing packaging waste, developing vegan formulations, improving sourcing practices or investing in greener innovation, the awards celebrate brands that are actively looking for better alternatives.

Sustainability looks different from brand to brand. Some focus on organic ingredients, others on packaging, sourcing or product development.

Brands such as Rosenserien, maskology and LUMI BIO-KLINIK demonstrate that clean beauty can take many forms. From natural and organic ingredients to sustainable packaging and microbiome-friendly formulations, each brand brings its own approach to creating products with both people and the planet in mind.

What links these brands is a willingness to challenge conventional approaches and look for better alternatives.

The Global Green Beauty Awards celebrates brands that are actively seeking greener alternatives and helping to create a more clean and conscious beauty industry.