The Cleanest Skin Care Brand

Finding the best clean skincare brand isn’t as simple as reading the label. Terms like clean, natural, and non-toxic aren’t regulated in the beauty industry, so each brand gets to define them a little differently. That can make it incredibly difficult to know which products are genuinely made with safer ingredients—and which are simply using good marketing.

Over the past decade, I’ve spent years researching ingredient safety and, for the last five years, I’ve used clean skincare and makeup almost exclusively. Along the way, I’ve learned that choosing the best clean skincare brand isn’t about finding the longest “free-from” ingredient list. It’s about looking at ingredient transparency, the ingredients a brand chooses to avoid, product performance, third-party testing, and whether a company goes beyond industry standards for safety.

In this guide, I’ll walk you through what I look for when evaluating clean skincare brands, share a few of the brands I’ve personally tried, and explain why one brand has earned a permanent place in my skincare routine.

How to Choose the Best Clean Skincare Brand

Trying to choose clean skincare can quickly become confusing because there is no legal definition of the word “clean.” One brand’s definition may look very different from another’s. While there’s no single standard, there are a few things I consistently look for when evaluating skincare brands.

3 Things to Look for with Clean Skincare Brands

Without getting into too many specifics, these are the three things I look for when evaluating a product to try out.

Ingredient Transparency

The first is ingredient transparency. There are legal loopholes that allow companies to hide certain ingredients under broad terms like “fragrance,” “parfum,” “aroma,” or “flavor.” Because of this, I look for brands that clearly disclose every ingredient they use. Full transparency gives consumers the information they need to make informed decisions and is one of the strongest indicators that a company values honesty over marketing.

Ingredients the Brand Avoids

The next thing I look at is what a company chooses not to include in its formulations. Many clean skincare brands publish a “Never List” or restricted ingredient list that goes well beyond the relatively small number of ingredients prohibited in the United States.

These lists often explain why specific ingredients are excluded and cite the research or safety standards behind those decisions. While every brand’s list is different, it offers valuable insight into the company’s ingredient philosophy and commitment to product safety.

Safety Testing

Finally, I look for brands that invest in safety testing. A skincare product is more than just a collection of individual ingredients—it’s the finished formula, the manufacturing process, and even the packaging that all contribute to its overall safety.

Some of the best clean skincare brands go beyond reviewing ingredient lists by using third-party testing to verify ingredient purity, screen finished products for contaminants, and test packaging for substances like PFAS, phthalates, and BPA/BPS. That extra level of testing gives me greater confidence in the products I choose for myself and my family.

When I’m choosing a new skincare brand, these are the first things I consider. Of course, there are other factors that matter, but ingredient transparency, ingredient standards, and safety testing help narrow the list quickly.

I also pay close attention to the ingredients a brand chooses to use—and the ones it leaves out. If you’re interested in learning more, I’ve put together detailed guides on the skincare ingredients I avoid and the makeup ingredients I avoid, including why they concern me and where they’re commonly found.

Using these guidelines has helped me narrow the field to a handful of brands I’d confidently recommend. But one brand continues to stand out above the rest…

Clean Skincare Brands I Trust

While I use Crunchi pretty exclusively, there are a handful of other brands and products I also trust. Each of these brands has its pros and cons. Ultimately, everyone’s skin and skincare goals are different.

Crunchi

Crunchi skincare has taken my skin to the next level, and it’s the healthiest it’s been in years. It also checks every box on my evaluation list – from ingredient transparency and safety testing to product performance. The brand offers both skincare and makeup. All their products are EWG-verified. While they have a great offering of products for those with sensitive skin, they also have products that are active, providing a nearly complete line of products.

Crunchi is ideal for just about everyone. Their products are thoughtfully formulated, so with the right selection, you can get the skincare routine you need and want.

Counter

Counter (formerly Beautycounter) is the brand that fully moved me into the clean beauty realm. They offer two complete skincare lines as well as makeup. Their packaging and the make up of their products is a lovely experience.

The Countertime line is a wonderful line for people interested in ‘anti-aging,’ are looking for natural retinol alternatives, and need a higher level of hydration. Learn more about both lines in my Counter review.

I stopped using Counter a few years ago when their business operations hit paused (it’s when I discovered Crunchi). Besides being very content with my Crunchi skincare, I haven’t gone back to Counter because some of their products feel heavy and tacky to the touch for me now. And, ultimately, I would go back to Counter if I ever needed to find a new skincare routine.

I also never fell in love with their makeup (besides their cream bronzer). I didn’t feel it had the color depth and lasting power I was looking for.

Osmia

Osmia is another brand I recommend to a number of people. The ingredients are clean and the small company in Colorado is incredibly conscious with their products and their packaging.

Osmia is great for people with very sensitive skin who want something that actually feels like a skincare routine.

While I love Osmia products, I’ve never felt they were active enough for me. Thankfully, I don’t have serious skin issues, so their gentle formulas often fall short of the skincare routine I’m looking for. You can see my complete Osmia product review to learn more.

Kari Gran

I first used Kari Gran in that interim period when Counter hit pause. The line is completely oil-based and is focused on just a few items. The scents of the products are lovely and the glass packaging is wonderful.

Kari Gran is great for people who want an oil-based line of skincare and for those who want multipurpose products (think serum and facial oil in one).

My skin enjoys a good moisturizer and I get overwhelmed using all oil-based products. I do really love her essence spray, however, and her essential balm. I actually use it on my body to help with sun spots on my arms, hands, and décolleté. I try to use it every night before bed. Read my complete Kari Gran review and get 15% off the line with code LUCIKG15.

True Botanicals

True Botanicals was one of the first luxury clean beauty brands that ever caught my attention. I haven’t tried all of their products, but I am slowly trying more and more. I really love the packaging and experience of their products but did feel some products were almost too active for my skin.

True Botanicals is great for those looking for a luxury skincare line in the clean beauty realm. Best for skin with a strong skin barrier.

Because of these stronger products I’ve tried (and because I’m so happy with Crunchi), I just haven’t leaned into trying their whole line.

Why Crunchi Is My Favorite Clean Skincare Brand

So, what brand checks all the boxes for clean, safe, and effective? It’s Crunchi. After trying several clean skincare brands and researching ingredient safety for years, Crunchi is the brand I trust most. It checks every box on my evaluation list while also delivering products that perform exceptionally well.

Ingredient Standards

The brand identifies itself as “toxin-free.” Their definition: “a product is considered toxin-free if it does not contain any ingredients known to cause harm or health hazard based on available ingredient data and research.” This is generally what a lot of truly clean skin care brands say, but Crunchi then goes a step farther than many other brands.

Crunchi is more stringent on ingredient selection than other clean brands. In addition to avoiding the 2000+ ingredients restricted by beloved brands such as Counter, Crunchi doesn’t use ethoxylated ingredients. Without getting into the weeds, the ethoxylation process can lead to contamination of carcinogens and neurotoxins.

The brand, like many other non toxic makeup brands, also doesn’t use talc, which can be contaminated but can also cause irritation (short-term and long-term) if/when inhaled. Using it on your face is a likely place to lead to inhalation, so it’s best to avoid it.

Third Party Testing

Each ingredient undergoes a rigorous 30-step screening process to be considered safe for use. This includes 3rd party purity testing of all essential oils used in their products. This is important as many essential oils have additives and synthetics added. Third-party testing helps verify ingredient purity, confirms products meet the brand’s safety standards, and provides an extra level of confidence that contamination hasn’t occurred during manufacturing.

Certifications

A few helpful certifications of their product line include being gluten free, Leaping Bunny certified cruelty free, and all products are vegan except the Hydrogloss Lip Oil which uses beeswax – vegetarian friendly.

Crunchi has worked tirelessly in the last few years to get every single one of their products EWG verified. While I don’t rely on EWG ratings exclusively, I think it’s a great resource.

Packaging Safety & Sustainability

Crunchi performs 3rd party testing on packaging for PFAS, phthalates, and BPA/BPS.

They’re also incredibly conscious of their sustainability. All their packaging (excluding pumps and lids) is plastic-free and made of glass, aluminum, or paper. And they’re constantly working to minimize the amount of material used while increasing the recyclability of packaging.

My Favorite Crunchi SkinCare Products

Besides the items listed above, here are a few beloved Crunchi products you don’t want to miss. Be sure to read my Crunchi skincare review and the makeup review for much more detailed breakdowns on efficacy and user experience.

The exfoliating mask is not to be missed – a wonderfully gentle physical and chemical exfoliant that won’t dry out your skin and giving you that happy, glowy look. It’s the best exfoliating face mask!

I AM Luminous facial oil is heavenly gentle and soothing. Besides acting as a great face oil to add a bit of moisture, it’s ideal to use after any sort of active skincare and helps to reduce rosacea and pinkness on skin. It’s the best facial oil! If you’re wondering about using face oils, you can learn more here: what order should I do my skin care?

I also really love the Cheekmate Liquid Blush. I have it in guava and love how beautiful the color is as well as the ease of using it. It’s part of my minimalist makeup routine and always makes it on to my toiletries packing list!

Get the best deals on the site now with my Crunchi discount code, free shipping info, and updated sales page!

Clean beauty

Since clean beauty is an important part of sustainable living (what we wash down the drain matters as much as what we put on our skin), be sure to check out:

Non Toxic Makeup Brands
Counter Review (previously Beautycounter)
Crunchi Review (skincare)
Crunchi Makeup Review
Clean Beauty at Nordstrom
Clean Beauty at Sephora
Clean Beauty at Target
Clean Beauty at Walmart
Clean Beauty at ULTA

Common items of interest include shampoo bar reviews and how to you use them? What natural deodorant actually works? Are there refillable deodorant options? What’s the best double edge razor blades (the best safety razor and how to use them properly). And the best makeup brush cleaner (on the cheap and easy)!

There are also great natural skin care products for men, including hair care! And you’ll want to check out these wonderful natural bar soaps as well as the answer to the ever popular question: what are skin toners for!