The Complete Guide to Clean Beauty and Non-Toxic Skincare

According to the Department of Toxic Substances Control (DTSC):

• There are more than 80,000 chemicals in products in the US
• Most have had never been tested for safety by any government agency
• Around 2,000 new chemicals hit the market every year (that’s about 7 new ones every single day!)

First, let me say that you don’t need to memorize every harmful chemical. Simply start by recognizing the most common offenders:

• Parabens – Hormone disruptors found in moisturizers, foundations, and body lotions
• Phthalates – Often hidden in “fragrance,” linked to reproductive harm
• Synthetic Fragrance – Can contain hundreds of undisclosed chemicals, including allergens and hormone disruptors. Look for fragrance, aroma, or parfum on the label.
• Formaldehyde-Releasing Preservatives – Known carcinogens hiding in some skincare, makeup, nail polishes, and hair products
• Oxybenzone & Octinoxate – Hormone disruptors in chemical sunscreens that also harm coral reefs

These are just the tip of the iceberg. For a complete breakdown of 15 toxic ingredients, check out my detailed post: 15 Toxic Ingredients to Avoid in Skincare Products.

Here are a few quick tips to get you started:

1. Concentration matters

Ingredients are listed in descending order by concentration. The first 5–7 ingredients usually make up the bulk of the product. If you see red flags here, move on.

2. Watch for “fragrance,” “parfum,” or “aroma”

These terms can hide dozens of unlisted chemicals, including hormone disruptors and allergens. This loophole applies whether it’s synthetic or natural fragrance. Even “fragrance-free” products can sometimes contain unlisted fragrances used to mask scents.

The only safe scent on a label is one where every ingredient is fully disclosed by its specific name (like “rosemary leaf extract” or “rose flower oil”). Transparent brands like Counter and Crunchi list every single ingredient instead of hiding behind “fragrance.”

But what if you want to wear actual perfume? Most perfumes rely on the fragrance loophole to protect their formulas. Henry Rose, created by Michelle Pfeiffer, is different. It’s one of the few fine fragrance brands with complete ingredient transparency. Every component is disclosed. Every scent is EWG Verified and Cradle to Cradle Certified, so you can enjoy sophisticated perfume without mystery ingredients.

If you see fragrance, parfum, or aroma anywhere on a label, skip it.

3. Use EWG as a starting point 

The Environmental Working Group’s Skin Deep Database rates products from 1 (low risk) to 10 (high risk), and it can be a helpful place to begin when you’re learning. The more you use it, the easier it gets to understand why a product scored the way it did.

What I’ve learned over the years is that those overall ratings are just the first layer. Looking at the individual ingredient scores gives you a much clearer picture.

Some ingredients naturally score higher because they can irritate when used at full strength, but when they’re diluted in a formula, they’re not always something to worry about.

So a high score doesn’t always mean “toss it,” and a low one doesn’t always mean “keep it.” Think of EWG as a guide that helps you get curious and look a little deeper.

If you want even more reassurance, that’s where certifications come in.

4. Look for Third-Party Certifications

Certifications take the guesswork out of choosing safer products because they’re based on independent standards instead of marketing claims.

• EWG Verified means a product meets strong criteria for ingredient safety and transparency
• Made Safe confirms the product is formulated without known harmful chemicals

These aren’t just marketing badges. They mean independent organizations have verified the brand’s claims.

5.  Watch Out for Vague Marketing Claims Words like “natural,” “eco-friendly,” “dermatologist-tested,” and even “clean” aren’t regulated.

A product can slap these terms on the label and still contain harmful ingredients and harsh chemicals. This is called cleanwashing, and it’s everywhere in the beauty industry.

Don’t trust the front of the package. Always flip to the ingredient list.

6.  Brand Transparency Matters The best clean beauty brands don’t just avoid harmful ingredients. They tell you exactly what’s in their products and why. Look for brands that:

• List every ingredient clearly (no hiding behind “proprietary blends” or “fragrance”)
• Publish a robust “banned ingredients” list
• Explain their sourcing and safety testing

Clean Beauty Swap: Your Daily Cleanser

You use your cleanser on your face (and sometimes body) every single day, and while it rinses off, the ingredients still have contact with your skin.

Many conventional cleansers contain sodium lauryl sulfate or sodium laureth sulfate (SLS / SLES).  These ingredients create foam but strip your skin’s natural barrier. 

In addition, many contain formaldehyde releasers used as preservatives that are known carcinogens.

Skip SLS, SLES, parabens, formaldehyde releasers, triclosan, and synthetic fragrances.

Products I love:

• Counterglow Silky Skin Cleanser– A creamy water-activated formula with hyaluronic acid that dissolves makeup and impurities while replenishing hydration. Great for all skin types
• Countertime Lipid Defense Cleansing Oil – Removes impurities while preserving moisture barrier lipids, featuring plant-derived Retinatural™ Complex. Great for dry or mature skin.
• Counter Clear Pore Cleanser-An invigorating exfoliating cleanser, formulated to remove impurities while protecting moisture. Gentle enough to use every day.
• Crunchi Charcoal Facial Bar– purifying bar with charcoal and kaolin clay, ideal for oily or acne-prone skin
• Crunchi Gentle Facial Bar – ultra-mild with colloidal oatmeal, perfect for dry or sensitive skin

Non-Toxic Daily Moisturizer Picks

Your moisturizer sits on your skin for hours, giving ingredients plenty of time to absorb. Many conventional moisturizers contain PEGs (polyethylene glycol compounds) that can be contaminated with carcinogens, along with parabens that disrupt hormones, and BHA/BHT preservatives linked to organ toxicity.

Skip “fragrance,” “parfum,” “aroma,” parabens, PEGs, BHA, BHT, and retinyl palmitate.

Products I love:

• Countertime Antioxidant Soft Cream – lightweight daily moisturizer with bakuchiol, great under makeup
• Countertime Tetrapeptide Supreme Cream – richer cream for firming and texture, my nighttime choice
• Counterglow Hyaluronic Cushion Cream – ultra-hydrating overnight treatment that works while you sleep
• Crunchi Youth-Activating Duo – day and night cream set with bakuchiol and vitamin C

Safe Sunscreens and SPF Foundations

Chemical sunscreens absorb into your bloodstream within hours of application. Oxybenzone, octinoxate, and avobenzone are hormone disruptors detected in breast milk, and they damage coral reefs. Mineral sunscreens with zinc oxide work differently—they sit on top of your skin as a physical barrier.

What to avoid: Oxybenzone, octinoxate, avobenzone, retinyl palmitate, “fragrance”

What to look for: Mineral sunscreen with non-nano zinc oxide or titanium dioxide, “reef-safe” formulations

Products I love:

• Counter Daily Sheer Defense SPF 25– A weightless, hydrating SPF 25 sunscreen, crafted with non-nano zinc oxide for broad-spectrum protection. Layers perfectly over moisturizer and under makeup.
• Dew Skin Tinted Moisturizer: A luminous SPF 20 tint that delivers dewy coverage while visibly improving firmness.
• Crunchi Sunlight Facial SPF 30: non-nano zinc technology creates a light, non-greasy, faster-absorbing finish
• Crunchi Sunlight Tinted SPF 30:  this tinted SPF 30 is the perfect blend of makeup, skincare, and sun protection.
• Crunchi Sunlight Body SPF 30 – water-resistant, broad-spectrum sunscreen with non-nano mineral zinc oxide

Clean Deodorant Options

Your underarm skin is thin and close to lymph nodes and breast tissue.

Conventional deodorants often contain aluminum compounds, parabens, triclosan (an antibacterial linked to hormone disruption), and phthalates hidden in “fragrance.”

Skip aluminum compounds, parabens, phthalates, triclosan, and synthetic fragrances.

Products I love:

• Clean Deo – my absolute first choice, but Counter hasn’t brought it back yet (I’m waiting-almost patiently!)
• Aluminum-Free Deodorant (Primal Pit Paste) – baking soda-free, I use the lavender scented with essential oils and the unscented charcoal
• Natural Deodorant Cream (Ancient Minerals) – magnesium-based formula, naturally calming for sensitive skin. I use the Eucalyptus & Mint Scent.

Transition tip: Your body may need 2-8 weeks to adjust to natural deodorant. The unscented charcoal option from Primal Pit Paste is great for absorbing extra odor during the switch. Check out my DIY Armpit Detox Recipe to make the transition easier.

Nourishing Non-Toxic Body Lotions

Body lotion covers large areas of skin, which means more absorption of whatever’s in the formula.

Many conventional lotions contain PEGs, parabens, EDTA (a penetration enhancer that helps other chemicals absorb deeper), and synthetic fragrances loaded with phthalates.

Skip parabens, phthalates, PEGs, EDTA, “fragrance,” “parfum,” or “aroma,” and petroleum-based ingredients.

Products I love:

• Counter Hydrating Body Lotion– lightweight and fast-absorbing, unscented for sensitive skin
• Counter Superquench Body Butter – rich formula with shea and mango butter for extra dry skin
• Counter Luminous Hydration Body Oil – silky oil blend for a healthy glow, lightly scented with neroli
• Crunchi Age-Defying Body Treatment – daily treatment with Advanced Peptide Technology, stable vitamin C, and organic mango butter helps visibly firm, tone, and brighten for smoother, more youthful-looking skin.

Bonus: Try Counter Sugarbuff Body Polish 1-2x weekly to exfoliate before moisturizing for even softer skin.