Is clean beauty just another new trend?
Natural cosmetics have long since made the leap out of the alternative eco niche. It kicked off the cork slippers and let the health food store door slam shut behind it. Clean is hip. That shouldn't come as a surprise: we are living beings, not machines. That's why we find nature on the skin also much more appealing than high-tech and synthetics.
In the direction of synthetics, the cosmetics industry has overdone it quite a bit over time: PEG, nylon, silicones, parabens, synthetic dyes, softeners, consistency enhancers and so on. In the meantime, however, more and more of us are making the effort to look up what the technical jargon in the INCI list actually means. It quickly becomes apparent that a lot of it is not that exciting.
Now the cosmetics industry is adapting quickly. As soon as the trend back to nature crystallized, Green Claims on the product packaging shot up like mushrooms - even if it might only contain one percent of plant power. In the meantime, pretty much everything in the drugstore looks like pure nature, although most products contain substances like the ones mentioned above to a large extent. This presents us with a new problem. When eco was still out, there were very, very few brands that made «Nature» their motto , you could count on it. Today there are very, very many, but which ones are serious?
What defines Clean Beauty?
«Clean» or «green» are not legally protected terms, exactly like natural cosmetics. There are already certifications that confirm various standards. However, this is also a broad field. Because to do this, you would first have to know exactly what the individual seals say, which substances are permitted where and what quality levels there are. Because even well-known institutes sometimes allow surprising ingredients.
In addition, we all have our own ideas of what clean beauty means to us personally. It's just like eating. We are not all vegans. We might draw the line elsewhere, for example with aggressive or irritating ingredients. Perhaps even more important to you than the ingredients themselves is that they are sourced and packaged in an environmentally friendly manner. The possibilities are almost limitless. That's why I'll just tell you what Clean Beauty means at Five .
100% natural ingredients 🌿
Five products pamper you with carefully produced vegetable oils, vegetable hydrolates and other natural ingredients. We take care to preserve the natural properties of the plants they come from. For example, we prefer unrefined vegetable oils because many vitamins and nutrients are lost during refining. Even the preservatives and the essential oils that give our products their delicate fragrance are purely natural.
Avoid using questionable substances 🌿
With Five products, you can be sure that they are completely free of parabens, PEG, silicones, synthetic colors, fragrances or additives. In contrast to many other natural cosmetics manufacturers, we go one step further and do not use aggressive alcohols and emulsifiers. The idea behind the brand was not just to produce natural cosmetics, but also to produce minimalistic formulas that are even suitable for over-treated skin – natural cosmetics of the next generation, so to speak. Because more and more women are struggling with sensitive skin due to too many ingredients. By the way, many ingredients are already superfluous because our formulations are mostly waterless. It says goodbye to emulsifiers, consistency enhancers, preservatives and more.
Many people think that cosmetic products are vegan anyway. Unfortunately, this is far from the case. Animal ingredients are found in soaps, nail polishes and creams more often than you might think. That's why vegan cosmetics for animal welfare are one step ahead. Fortunately, animal testing for cosmetics has been banned in the EU since 2013. Many companies in Switzerland have also adopted this standard. And now the BUT: This applies exclusively to products and ingredients that only are used in cosmetics . Hello loophole...
Now something positive: With our recipes with a maximum of 5 ingredients, there is nothing to hide. And then there's the vegan flower that all our products proudly wear. It stands as a sign that zero animal testing or animal ingredients are involved in the production. And vegan not only means cruelty-free, but also does not fuel factory farming. At the same time, this is good for the environment.
A give and take 🌿
Natural cosmetics does not mean just taking from nature, but also treating it with respect. That has many facets. In addition to animal welfare, one of them is the ecological cultivation of our cosmetic raw materials. Organic ingredients don't just sound healthier. Certified organic quality means that the plants are grown free of genetic engineering and chemical pesticides, such as glyphosate. So the hard-working bees can keep dancing from blossom to blossom.
Recyclable packaging 🌿
The fact that plastic has no place in natural cosmetics is clear anyway. But plastic packaging is also an environmental problem. Because only a negligibly small part of it is recycled. That's why we prefer to wrap our precious Five products in glass. This is much easier to process, there is no risk of plastic components migrating into the product and it also looks really chic. But for glass to be really sustainable, it should be reusable. We are working on that.
We also omit the folding carton around our bottles and jars to carton save . It always annoys me when a product comes with umpteen outer packaging.