The term "clean beauty" is completely unregulated by the FDA, meaning brands can legally use the label even if their products contain hidden synthetics, animal byproducts, or unsustainable ingredients. To avoid greenwashing, consumers should look for transparent, regulated labels like "100% vegan" and "plant-based" rather than relying on the clean beauty sticker.

The Problem With the "Clean" Aisle

If you’ve spent any time on makeup forums lately, you’ve probably noticed a massive wave of frustration with the "clean beauty" industry. And honestly? The frustration is entirely justified. Because the FDA doesn't regulate the word "clean," it has become a meaningless marketing buzzword. A massive corporation can slap a green leaf on a box, call it clean, and still use cheap fillers, unsustainably mined mica, or crushed bugs for red dye.

What to Look for Instead

If you want makeup that is actually safe for your skin barrier and the environment, you have to ignore the marketing hype and look at the ingredient deck. Specifically, you want to look for two things:

• 100% Vegan: This ensures no animal byproducts are sneaking into your formula.
• Plant-Based: This means the active ingredients and pigments are actually derived from nature, rather than synthetically engineered in a lab.

The Fluency Beauty Standard

At Fluency Beauty, we refuse to play the greenwashing game. We don't call ourselves "clean". We call ourselves exactly what we are: 100% vegan and plant-based. We formulate our multisticks using real superfood pigments like beets, spirulina, and turmeric. No buzzwords, just high-performance makeup made from the earth.