What is ‘clean-ical’ skincare? 5 products to try

Cleanical skincare is one of the fastest-growing skincare categories  

One of the lingering impressions of ‘clean’ and ‘green’ skincare is that it just isn’t as effective as other options. However with new developments and respected research that thought is beginning to be put to bed.

Expect to hear more about the rise of ‘clean-ical’ skincare imminently. It’s a term increasingly being used to describe the flourishing number of high-performance clean or natural skincare brands that use respected research methods and clinical results to promote products or ingredients that have proven benefits.

Why the sudden popularity in clean beauty products with scientific backings? According to experts, the growth in the market has been huge and consumers are increasingly wanting undeniable proof along with the myriad of claims, sometimes outlandish, made by brands.

Additionally at the current time, people are finely attuned to ingredients and what they’re putting in their bodies, and wellness and science are top of mind.

There are also no agreed definitions on the terms ‘clean’ and ‘natural’ when it comes to beauty products, so although research is generally around efficacy rather than safety, it gives a degree of confidence when shopping around. How extensive the research trials are vary though, and claims taken from small sample sizes are a fairly common approach.

“If you look at the trends of skin-care brands in the past 10 years, you have some focused on science that aren’t so clean, others that are focused on naturals that are not very scientific,”

Augustinus Bader CEO and cofounder Charles Rosier told WWD.

“We are trying to create this unicorn where you don’t have to compromise on the ingredients to have science and efficacy.”

What to try:

Augustinus Bader The Cream, $420

Created by German scientist Bader, The Cream is a lightweight hydrating moisturiser that contains a proprietary blend of ingredients including amino acids and vitamins said to encourage skin regeneration and healing. Professor Bader claims he discovered the formula while looking for solutions to help burn survivors heal faster.

Biossance Squalane + Phyto-Retinol Serum, $125

Biossance is a fast-growing Californian company popular for its clinically effective, nontoxic, sustainable beauty claims. This serum uses Bakuchiol, a natural ingredient that has shown retinol-like results, combined here with niacinamide to target fine lines, wrinkles, and sun damage.

Goop GOOPGENES All-In-One Nourishing Face Cream, $168

Gwyneth Paltrow has been a vocal proponent of the clean beauty movement but is insistent the studies behind her skincare products stack up. This moisturiser from her skincare brand Goop Beauty contains plant-based ceramides, squalane, and seven highly active botanicals.

Emma Lewisham Supernatural 72-Hour Crème with Collagen Peptides, $141

Kiwi entrepreneur Emma Lewisham has been insistent about pursuing clinical studies to back up her natural beauty products. She’s even posted a link to testing results for this face cream that says it’s proven to regenerate collagen.

Dr. Barbara Sturm Hyaluronic Serum, $509

Famously expensive,  aesthetic doctor Barbara Sturm’s celebrity clients rave about the hydrated ‘Sturm glow’ this serum creates. It’s one of the hero products in this popular ‘cleanical’ skincare line.

Drew Barrymore gains celebrity beauty role thanks to an Instagram post

Drew Barrymore has gained a high-profile new beauty role in a very 2021 manner. 

The new wave of celebrity beauty endorsements and product lines continues to grow at pace with Drew Barrymore, Sofia Vergara and Priyanka Chopra among the new announcements. 

While she established her own successful mass market cosmetics business Flower Beauty in 2013, actress and talk show host Drew Barrymore has extended her passion for beauty into a new role with global beauty brand Garnier. 

Barrymore will serve as a celebrity ambassador for Garnier’s Whole Blends Sulfate-Free Remedy hair care collection as well as a creative director for the brand, having input on the look and feel of the line’s promotion. 

According to WWD, Barrymore, a fervent beauty fan, was tapped for the role because she had previously posted on her Instagram about using products from Garnier’s Whole Blends Legendary Olive line she had purchased herself from the local grocery store.

“HOLY COW THIS IS THE BEST SHAMPOO I am obsessed,” she captioned a photo of herself holding the products.

“I got this because my daughter’s name is Olive. And it turns out that I am in love. And at around 5 ish dollars a bottle, well, I love that tooooooooo!!!! It’s also basically sold everywhere, so it’s easy to get.”

Barrymore told People her original post that caught the eye of Garnier execs was genuine and she is thrilled the collaboration came about naturally. 

“I loved it as a product. When I do those [Instagram] posts, no one is asking me to or paying me, they’re totally unsolicited. I just like sharing products that are making my life better and more empowered. If I could be a personal sharer for my main job, that would really make me happy.”

Barrymore appears in the brand’s TV commercial dressed as a bee and endorsing the hair products that are infused with honey.

Actress Sophia Vergara has also indicated her own beauty line is imminent, with reports stating she has signed on a former L’Oreal executive to head up the venture. 

Vergara, best known for playing Gloria on long-running comedy Modern Family, has signed on former president of Kiehl’s Chris Salgardo as CEO. Kiehl’s is owned by parent company L’Oreal.

Although it’s not entirely clear yet what type of products will be involved, Spain-based pharmaceutical lab Cantabria Labs, working with Vergara on the project, released a statement saying the line would “offer the consumer a new generation of smart products and solutions for skin care, beauty and health that we expect to be a success in the United States.”

Actress Priyanka Chopra also recently announced the launch of her own hair care brand named Anomaly. The line, which includes a number of shampoos and conditioners and a dry shampoo, is labeled cruelty-free, free of harmful chemicals and packaged in recyclable bottles made with post-consumer recycled materials. It’s initially available in the US exclusively from mass retailer Target for less than US$6 a bottle. 

Following the recent success of the likes of Kylie Jenner and Rihanna, the actresses join a new wave of celebrities becoming involved in the beauty industry. Dolly Parton, Pharrell Williams, Alicia Keys, and Jennifer Lopez are among those with new releases while Cardi B and Serena Williams are among a number of others expected to join the market imminently.