The term Clean Beauty came about in the 1970s. Since then, there’s been a ‘clean makeup’ movement growing as more brands develop makeup that favors natural, healthier ingredients that are also better for the earth. “Basically, clean beauty refers to toxin-free living using makeup, skincare and hair care products formulated without synthetic chemicals and ingredients that could harm the body or irritate the skin,” says Karen Watson, Brand Partner with TruAura Beauty. She adds that many makeup brands sold today still contain formaldehyde, parabens, artificial fragrance, silicones or triclosan, often used for consistency and texture upon application.

Clean Beauty is different from products that claim to be all-natural. “An average of 168 harmful substances can be found in most ‘natural’ makeup and skin care products. The reality is beauty products on store shelves are not regulated, in fact, it’s common and legal to mix formulas with harmful, skin-irritating, chemicals,” says Watson.

TruAura Beauty is a skincare and makeup company that keeps the health and wellbeing of its customers top of mind. Skincare serums, lotions, cleansers and cosmetics support healthy skin and are completely free from parabens, gluten, synthetic dyes, FD&C color pigments, silicones, synthetic additives, artificial flavors and fragrances.

“Products free from toxins are important because daily use of even trace amounts of some harmful chemicals in beauty products may cause damage ranging from minor skin irritation or allergic reactions to serious hormonal imbalances and disease,” says Watson. Some of the makeup applied to the skin can make its way into the body's bloodstream, multiplying the risks of irritation and imbalance. According to Watson, here are some examples of things to avoid:

Hair dye contains over 5,000 chemicals, including some known to lead to potential health risks. Likewise, many makeup products are known to have toxic chemicals like formaldehyde.

FD&C color pigments are made from petroleum-based products which often break down into lead and arsenic, both known carcinogens.

Parabens are a group of chemicals used like preservatives to keep makeup fresh, reducing bacteria and preventing mold. According to the Environmental Working Group, parabens disrupt hormones in the body, harm reproductive organs and fetuses and increase the risk of cancer.

For more information contact Karen Watson 256-508-0389 (call or text). Shop online 24/7 at TruBeauty4u.TruAuraBeauty.com.