Top 7 Clean Skincare Myths

Here at goPure, we believe that you shouldn’t have to choose between effective products and a clean skincare routine. You should feel confident knowing that your skincare will safely and effectively deliver the results you deserve.

The world of clean beauty is surrounded with confusion, inconsistency, and even controversy. Check out  Esthetician Stephanie and special guest Amy, Head of goPure’s Product Development,  break down the confusion, and tackle some common clean beauty myths and misconceptions on our Clean Beauty: Fact vs. Fiction live replay.

Myth # 1: "Clean Beauty" Is Clearly Defined – There Is One Industry Standard

EWG, Credo, Made Safe standards…oh my!

There is no commonly accepted definition of clean beauty. There is no industry standard. There are various standards throughout the beauty industry and it can be very confusing and overwhelming to understand as a consumer. Each brand that claims to be “clean” has the responsibility to define what it means to them, and clearly communicate that to their customers. This may include everything from the ingredients they do not use, aka their “no list”, their sourcing, other sustainability initiatives, and how it contributes to their overall ethos as a brand.

It is important for you to determine what you value in your skincare and find a brand you trust to deliver on that. Clean products should go beyond just marketing. It’s not just about what isn’t in a product, but what is in there! Is it cruelty-free? Are you looking for vegan? There’s a lot to consider.


Myth #2: Natural Ingredients Are Better Than Synthetic & Chemicals Are Bad

Everything around us is a chemical. Water is made of chemicals. Even the most natural products and ingredients are made up of chemicals. Be wary of “chemical-free'' claims because it’s literally impossible.

Did you know there are over 45 species of lavender with over 450 varieties? What is best in your garden may not be what is best in your skincare.

The world of “all-natural” ingredients is incredibly varied. Natural isn’t always as effective. It may not deliver meaningful results — and it may not be safer, either. All-natural products may not be stable or able to penetrate the skin well. There are many plants and elements found in nature that are incredibly toxic and highly irritating on the skin. Some natural ingredients can also be common allergens. It is also possible to make synthetic versions of some natural ingredients.

Clean skincare is all about using ingredients that are non-toxic and safe. It is possible to use natural ingredients in skincare and some do offer incredible benefits. In fact, we have some superstar ingredients like kakadu plum, bakuchiol, and tamarind seed (just to name a few) in our Power Trio Serum Set and other products. Just remember that sometimes the safest, most effective, and cleanest versions of an ingredient may be synthetic.

Myth #3: Clean Formulas Are Gentler & Less Irritating

There are many common ingredients found in “clean” and “natural” skincare that are highly irritating. As previously mentioned, they may also be common allergens. Essential oils, citrus extracts, fragrance oils, and other additives may be hard to tolerate and harsh on the skin. Some can even cause photosensitivity and chemical burns.

Here at goPure, we take extra steps to ensure our skincare is dermatologist reviewed and hypoallergenic with RIPT testing. This type of test determines a product’s likelihood of causing irritation and sensitization to the skin. Not all clean products are gentler, but you can be sure your goPure products are safe and clean.


Myth #4: Natural & Clean is More Sustainable and Eco-Friendly

Sustainability in skincare is an ever-changing landscape, with just as many myths and misunderstandings as clean beauty. Clean beauty doesn’t equal “green beauty.” There has been a lot of controversy in the world of beauty sustainability over brands “greenwashing'' and using claims of sustainability and green practices as marketing and nothing more. Sustainability covers things like carbon footprint, packaging and recyclability, ingredient sourcing and harvesting practices, and even native community impact.

Here at goPure, we are committed to always improving our sustainability efforts and reducing our carbon footprint. Our packaging is recyclable, much of it is easily reusable, and we are cruelty-free certified as well.

Myth #5: Preservative-Free Is Safer

Preservatives are vital in the world of skincare. They keep your products stable and free of bacteria, mold, and possible contamination. There are “dirty” preservatives like parabens that clean brands generally avoid. More information is always becoming available on what is “safe.”

Here at goPure, we look at the most current and credible science. We rely on the industry's top chemists to determine how to keep our skincare products “clean” with the best and safest preservatives. We are proud to be paraben free!


Myth #6: Your Skin Absorbs X% of What You Put On It

If everything that we put on our skin got into our bloodstream in X amount of time, we’d all be walking around bare because our skin would absorb our clothes. We could mist wine onto our faces instead of sipping it. Our medicine could all be in patch form. You see what I am getting at here.

You’ve probably heard me say this before, but your skin’s protective lipid barrier works so hard to keep things like environmental stressors, irritants, bacteria, allergens, and more out of your skin. From factors like pH, molecule size, chemical makeup, oil vs water composition, and more, the science of skin penetration and product/ingredient absorption is incredibly complicated. If skin were that easy to penetrate, it would be much easier to make effective skincare!

Just because something can penetrate the top layers of your skin known as the epidermis, it doesn’t mean it can penetrate deep enough to get into the bloodstream. It also doesn’t mean that it’s toxic. Keep in mind that everything has a toxic dosing. Yes, even water. There is a lot of fear mongering and negative messaging around this claim. Just be aware of that as you choose what clean products are right for you.

Myth #7: The U.S. Cosmetics Industry Isn't Regulated

This is a big one. Yes, the U.S. cosmetic regulations can be less strict than other countries. It can be confusing to understand how the FDA does and doesn't “regulate” the skincare industry and ingredients.

“It’s against the law for a cosmetic to contain any ingredient that makes the product harmful when consumers use it according to directions on the label, or in the customary or expected way. This is true whether or not there is a regulation that specifically prohibits or restricts the use of the ingredient in cosmetics.”

However, brands need to be honest and transparent about what is in their products. Be aware that harmful chemicals may be hidden under the term “fragrance” in the ingredient list. Plus, keep in mind that what we know about the safety and toxicity of certain ingredients is always changing. 

PFAS are a major example of this.

An article from Healthline on PFAS in cosmetics states that:
“New research conducted by researchers at the University of Notre Dame found that nearly half of cosmetic products tested in a study contain potentially harmful chemicals called per- and polyfluoroalkyl substances (PFAS). 

The study, published on Tuesday by the American Chemical Society, looked at more than 200 products in the United States and Canada. It found the highest levels of these chemicals in everyday personal care products, including lipstick, mascara, and foundation.”

Approximately 88% of products tested lacked information about these ingredients on their product labels.

Overall, it is all about what clean beauty is to each brand. The messaging can be confusing, inaccurate, and overwhelming. Here at goPure, we are committed to making the cleanest, most effective skincare products — and an always accessible price point so you can feel confident in your skin and in your products every single day.
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Can you tell me more about RIPT testing? I love science and am very interested in learning as much as possible. Do you have any articles about it I could read?
goPure Beauty replied:
Hello Jennifer, The Repeated-Insult Patch Test (RIPT) is a two-phase process that is designed to evaluate the sensitization potential of a product. Phase 1 is the induction phase, during which the subject’s skin is exposed to the product several times, usually nine to ten times. After completion of Phase 1, subjects are given a two-week “rest period.” In any subject who will become sensitized to the product, the immune system will use this time to create the specialized proteins in the body that would bring about an allergic reaction upon subsequent exposures. In Phase 2, the elicitation phase, the product is reapplied to a new site on the subject’s skin to determine whether the repeat application will elicit an allergic reaction, showing that sensitization has occurred.


Thanks for a straight forward post
on this topic.


Thank you for the information very interesting I use jlos skin care products I would love to know if her products are as good and safe as they say. Their r so many products that always claim to get rid of wrinkles, age spots etc. It would be great if they actually worked
I have spent alot of money thru out the yrs on expensive products and they don’t work 🤨

Wayla Glover

Good article, informative, and I will continue to use and feel confident that Go Pure is the best.


Thank you for this article. Extremely informative. I’ve learned things that I wasn’t aware of in the past. Well written.

Donna Weeks

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