skincare: natural vs. synthetic

There’s been quite a lot of buzz in recent years about “green beauty,” with Sephora purveyors and beauty bloggers all flocking to the latest clean skincare brand, switching to “10-free” products and opting for the newest indie beauty item to enter the market. What’s the deal? Why is there so much chit-chat about natural skincare, and why is the mainstream stuff starting to feel passé?

Navigating the world of beauty and skincare can be daunting to begin with. Add in ingredients you can’t pronounce and greenwashing—leading to even more confusion—and it’s easy to feel overwhelmed. How can we differentiate between synthetic and natural skincare? What do we actually need to know? And is the polarization of the two even helpful?

When it comes down to it, there isn’t a completely clear answer (no pun intended). Everyone’s skin is different and can vary drastically from person to person. While a 100% natural rosehip oil may work wonders for one person, it might cause flare-ups for another. So while we can’t recommend a one-size-fits-all solution, we do know that being more thoughtful about what we put on our skin—our largest organ—is a worthwhile place to start.

The conversation often falls into two camps—natural versus synthetic—with little room in between. But in reality, many effective products exist in that middle ground: rooted in nature and supported by science. It ultimately comes down to what works for your skin, and understanding that not all chemicals are inherently harmful.

Some ingredients that many people choose to be mindful of:

Parabens

Parabens are commonly used as preservatives to prevent the growth of bacteria and mold in products like creams and lotions. While they are considered safe for use in small concentrations, they’ve raised questions around potential hormone disruption. As a result, many brands and consumers choose to avoid them as a precaution.

Phthalates

Phthalates are often used to help fragrances last longer and to improve the texture of certain formulations. Some studies have explored potential links between phthalates and various health concerns, which has led to increased scrutiny. Today, many brands formulate without them, and some consumers prefer to limit their exposure where possible.

Sulfates (SLS, sodium lauryl or laureth sulfate)

Sulfates are cleansing agents that create the lather we often associate with a “deep clean.” While effective, they can be quite strong and may strip the skin of its natural oils. For some people—especially those with sensitive or dry skin—this can lead to irritation or dryness, which is why gentler alternatives are often preferred.

Greenwashing

Many companies have recognized the growing demand for “clean beauty” and are eager to position themselves within it. Products are often labeled as “natural” or “clean,” but these terms can be misleading without clear definitions or standards.

In a highly competitive market, labeling alone isn’t always enough to understand what you’re buying. Reading ingredient lists and looking for transparency can offer a clearer picture. Regulations around terms like “natural” can be quite loose, meaning brands may use this language even when formulations are only partially derived from nature.

A more transparent brand will clearly communicate what they include—and what they leave out—helping consumers make more informed choices. Just as not all synthetic ingredients are harmful, not all “natural” products are necessarily as natural as they appear.

What can you do?

Because there isn’t a single clear path when navigating these uncharted waters, here are a few simple ways to become more in tune with your skincare routine:

Read ingredients and labels

Rather than avoiding ingredients outright, aim to become familiar with what works (and doesn’t work) for your skin. Be mindful of marketing language and look beyond the front label.

Get informed

We live in a convenience-driven world, but when it comes to skincare, a little curiosity goes a long way. Read, listen, and learn from a range of sources to better understand how products are formulated and how they function.

Ask about ethics

Clean skincare extends beyond ingredients. Consider how a product is made: Is the brand transparent? Do they test on animals? Are they mindful of their environmental impact and sourcing practices?

Less is more

A simple routine is often the most effective. Focus on a few well-formulated essentials—a gentle cleanser, a nourishing moisturizer, and occasional exfoliation—and build from there based on your skin’s needs.

In a world of overconsumption and constant messaging, one of the most valuable things you can do is build a relationship with your skin. Pay attention to how it responds, figure out what works for you, and stick with it. You know your skin best. It’s an approach we keep in mind with everything we make.