Beauty Business, Clean Beauty Marketing

Clean Beauty, Cults & the Problem of Fear Marketing

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Clean beauty began as a grassroots movement focused on transparency, integrity, and ethical care. Decades before the term existed, campaigns like Beauty Without Cruelty, founded in 1959 by Lady Muriel Dowding in the U.K., championed cosmetics free from animal testing and cruelty, laying the foundation for ethical and ingredient-conscious skincare. Similarly, natural skincare companies have …

Clean Beauty Marketing, Ingredient-Led Brief

Pepsi vs. Coke… But for Drugstore Stick Concealers

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CoverGirl vs. Maybelline: Which Stick Concealer Is the Cleanest? If you’ve ever struggled with undereye concealer that creases or disappears by noon, you’re not alone. While many concealers come in liquid or cream formulas, they often have too much slip. Great for blending, but not always great for staying put. That’s why concealer sticks are …

Clean Beauty Marketing, Ingredient-Led Brief

EWG Verified™: What It Means—and What It Doesn’t

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Transparency in Clean Beauty Certification The Environmental Working Group (EWG) has long positioned itself as a consumer advocacy group dedicated to reducing toxic exposure from household and personal care products. Its EWG Verified™ mark appears on cosmetics, skin care, and even cleaning products, and is often interpreted by consumers as a gold standard of clean …

Clean Beauty Marketing

The COVERGIRL Cleantopia Waterproof Mascara Looked Too Good to Be True — Was It?

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⁠Fragrance-free. Vegan. Waterproof. Leaping Bunny Certified by Cruelty-free International. $10.50. The COVERGIRL Lash Blast Cleantopia Waterproof Mascara checks a lot of boxes, and with a softly tapered brush that builds fluffy volume, it looked like a clean beauty unicorn. Even better? The ingredient list on COVERGIRL’s official Amazon storefront didn’t mention polyethylene, a commonly used …