What is clean beauty? What does it really mean?

Most of us are careful about what we put inside our bodies so why wouldn’t we take more consideration to what we put on our skin?

We at Circulove believe in taking a common sense approach to clean beauty: If a product is intended to stay on your skin all day (like creams), then you should try to switch to a cleaner alternative.

Generally speaking “clean beauty” means that it is made without toxins and ingredients suspected in any way to harm human wellbeing or nature. That does not automatically mean natural ingredients but rather safer. Most clean beauty products avoid the use of ingredients like parabens, sulfates, silicones, phthalates and synthetic fragrances while delivering results. However, clean beauty is still open to interpretation, since there’s no legal or official definition. And unfortunately, too often it’s been used as a “clean-washing” term in cosmetics marketing.

Did you know? How toxic an ingredient is depends on where in the world you are. While the EU bans more than 1,300 harmful ingredients from cosmetics, beauty is one of the least regulated industries in the US where only around 11-30 ingredients are banned (FDA).

This is our Circulove clean beauty promise

Our Clean Skincare promise to you is that ALL our products are natural, bio-active, fresh, transparent and circular. This is what we mean by this:

1. Clean = All-Natural and Pure

Circulove’s bio-active and clean skincare products optimize skin's health in a natural way. We believe that the same ingredients which are good for your body are also great for your skin. When you know what your items are made of, they get an understandable functional meaning.

Our promise to you: Nothing artificial or excess. Always cruelty-free, 100% natural and vegan.

Each product utilizes pure, food-grade oils that are 99,8% pure with the majority being co-products from the organic food industry. Our fermentation bio-extraction method ensures that the oils and plant extracts remain nutrient-dense.

Our products are free from mineral oils, parabens, phthalates, sulfates, silicones, chemical sunscreen, nano zinc oxide, essential oils, retinoids, colorants or perfumes. GMO-Free.

Did you know? The purity of cosmetics ingredients is normally 70% in contrast to food-grade ingredients which are 99,8% pure. Our skin is our biggest organ so why should you put anything on your skin you would not eat…

2. Clean = Transparent & Certified

Approx. 80% of our ingredients are sourced directly from Finland to secure unparallel transparency and purity. We know where our ingredients are growing and we list all of our ingredients and their origin on our website. We also tell you the exact percentages of organics and wildcrafted ingredients, not just claims in general marketing terms.

But for us, here the definition of clean means much more than just the ingredients.

We produce in small batches in a family-owned green chemistry lab in Finland to ensure your products are always fresh at the time of purchase – no 36 months self time as is the case with traditional beauty products.

All our products are also ICADA natural+organic certified. The "natural+organic" seal from ICADA certifies that products that comply with the ICADA standard meet the high demands placed on organic cosmetics. Compliance with the standard is checked by annual audits.

Did you know? Finland is one of the highest ranking countries for clean nature and air quality.

Did you know? Term “wildcrafted” refers to plants that are handpicked, straight from the wild. Therefore, because they aren’t farmed, they can’t be certified organic. But in our opinion they are the most organic and sustainable ingredients out there. Wildcrafted plants and berries can also have a negative carbon footprint, which improves the air quality.

3. Clean = Plastic Free Oceans

Sustainability, circular economy, well-being and doing good sit at the heart of everything we do.

Our goal is simply to make a net positive impact on the world from the very beginning of our company’s journey.

Through partnering with the Ocean Waste Plastic & ReSea Project, we took special care to create packaging that aligns with our mission to do good. While giving local fishermen an economic opportunity that lifts their standard of living, we help to clean up the oceans from plastic trash.

We have chosen lightweight, 100% plant-based bioplastic and recycled ocean plastic materials for our product bottles, which can effectively be recycled again. We believe that heavy, easily breakable glass is not the best choice for the bathroom, travel or for the environment because of a higher overall carbon footprint. Furthermore, you can also find upcycled botanical ingredients in all our products.

So let’s create a better tomorrowt owards a world of less toxic and less wasteful, yet beautiful place to live in for all of us.