Copywriting for Clean Beauty Brands
If you’re starting or running a clean beauty brand, you’re already swimming in a sea of buzzwords like “natural,” “organic,” and “toxin-free.” So, how do you cut through the noise and make people actually care about your products?
From transparency and ingredient education to finding the perfect tone of voice, every element of your messaging plays a role in creating a connection with consumers who are looking for brands that align with their values.
Why Does Transparency Matters in Clean Beauty?
Transparency is the foundation of clean beauty. Today’s consumers are expert researchers; they read ingredient labels, research certifications, and expect brands to back up their claims. To stand out in the clean beauty space, your messaging should clearly communicate what makes your products safe and effective. Highlight the benefits of ingredients, the sourcing process, and any certifications like organic, cruelty-free, or vegan. Avoid vague terms like “chemical-free” and focus on specifics that reinforce credibility.
What is Natural vs. Clean Beauty?
The term “natural” has become a buzzword in the beauty industry, but its lack of regulation makes it less meaningful than it seems. Instead of using the word “natural,” clean beauty brands are better off shifting their focus to transparency about what’s not included—like parabens, sulfates, and synthetic fragrances—and emphasizing safer, effective alternatives. When discussing ingredients, it’s often more accurate and impactful to use terms like “naturally derived” or “naturally sourced” to describe the origins of certain components. This approach not only avoids misleading claims but also allows your brand to stand out by highlighting its commitment to ingredient safety and ethical sourcing, regardless of whether those ingredients are natural or synthetic.
The Clean Beauty Regulations and Certifications
The term “clean beauty” isn’t regulated by any governing body, which means it’s up to brands to define and adhere to their own standards. However, certifications like the “Clean at Sephora” seal help establish credibility by requiring products to meet specific ingredient and ethical standards. Other certifications, such as USDA Organic, Leaping Bunny, and EWG Verified, further validate claims about organic sourcing, cruelty-free practices, and ingredient safety. Highlighting these certifications in your messaging not only builds trust but also reassures consumers that your brand aligns with their values in a transparent and meaningful way.
“Free From” and “Made Without” Lists
When talking about clean beauty, “free from” or “made without” lists are a powerful way to communicate your values. These lists highlight ingredients your brand avoids—like parabens, phthalates, sulfates, and synthetic fragrances—giving customers an easy way to understand your commitment to safer, cleaner formulas. Certifications like Clean at Sephora or Conscious Beauty at Ulta Beauty® often incorporate these exclusions into their standards, making them valuable benchmarks for brands aiming to align with consumer expectations and industry-leading initiatives. By clearly stating what’s not in your products, you create confidence and clarity for your consumer.
Copywriters for Clean Beauty Brands
We’ve worked with a variety of clean beauty brands and have understanding into the most compelling copy to convey clean beauty and natural ingredients, especially within the skincare space. We have insight into clean at Sephora (helpful if you’re a new brand and wanting to prepare yourself accordingly). Think product packaging copy for your clean beauty brand, key storytelling moments, and e-commerce copywriting that highlights what matters (and leaves out what doesn’t).
