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The natural beauty industry is projected to reach $69.8 billion by 2033.
But there is still no legally binding definition of natural or clean in the beauty industry.
For many people, natural implies better and clean implies safer. Without standards, those expectations aren’t guaranteed. We think these words should mean something. And more importantly, they should mean the same thing across the industry.
In the U.S. and Canada, cosmetics are regulated for how they’re made, tested, and sold. But the words used to market them aren’t held to the same standards. “Natural” and “clean” have no legally binding definition in beauty, so brands are left to define them on their own, and these words can mean something different on every label. We believe consumers deserve better.
We’re about honesty. If a beauty product is marketed as natural, it should follow clear sourcing guidelines. If a product is marketed as clean, it should meet consistent safety and transparency standards.
We’re pushing for legally binding definitions in the U.S. and Canada, and we’re inviting the industry to do the same.
- Entirely plant or mineral-derived
- Not petrochemical in origin
- Processed using defined, allowed methods
- Clear source transparency
- Formulated responsibly
- Safety backed by clear, substantiated evidence
- Full ingredient transparency
- No misleading claims
Help shape the conversation
Your feedback will be shared as part of our push for stricter standards.
Three Ships is advocating for clearer standards and greater transparency in the beauty industry. This initiative is focused on regulatory clarity, not ingredient fear-mongering.
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