Ranking “Clean Beauty” Brands: Which Brand Truly Lives Up to Its Promises?

The “Clean” Promise: Decoding the Most Confusing Term in Beauty

“Clean Beauty” is the biggest and most powerful movement in the beauty industry, yet it’s also the most confusing. It’s an unregulated marketing term with no single, official definition. It can mean anything from “non-toxic” and “natural” to “sustainable” and “ethically-sourced.”

So, when we invest in a “clean” product, how do we know if a brand truly lives up to its promises? How can we separate a meaningful commitment to health and sustainability from clever “clean-washing”?

To find out, we have to do what this guide is all about: read the labels and look beyond them at the brand’s total philosophy. We’ve established a “Truly Clean” scorecard and are evaluating three of the most popular brands in the space—Drunk Elephant, Ilia Beauty, and Glossier—to see how they stack up.

The Sylvaia “Truly Clean” Scorecard: Our Ranking Criteria

To bring clarity to the chaos, we judged each brand on three key principles.

1. Formulation Philosophy: Does the brand have a clear, science-backed approach to its ingredients? Does it prioritize biocompatibility and efficacy over simply being “natural”?
2. Transparency: Is the brand open about the ingredients they use and, just as importantly, the ones they leave out? Is this information easy for a consumer to find and understand?
3. Sustainability & Ethics: What are the brand’s commitments to recyclable packaging, responsible ingredient sourcing, and being cruelty-free?

The Head-to-Head Comparison

The “Biocompatible” Scientist: Drunk Elephant

• The Philosophy: Drunk Elephant famously avoids the “Suspicious Six” ingredients (like essential oils, silicones, and fragrance). Their focus is on “biocompatibility”—using potent ingredients, whether natural or synthetic, that your skin can easily recognize and utilize without causing irritation.
• How They Stack Up: High marks on Formulation, as they use proven, powerful actives like Vitamin C and Retinol at effective concentrations. They have excellent Transparency about their philosophy. They are also cruelty-free with an increasing focus on recyclable packaging.
• The Verdict: Best for the ingredient-savvy consumer who wants a potent, science-first skincare routine and trusts the “less is more” philosophy when it comes to potentially irritating ingredients.

The “Clean Color” Pioneer: Ilia Beauty

• The Philosophy: To create high-performance color cosmetics that are also active, nourishing skincare. They believe that your makeup should be a powerful, protective extension of your skincare routine.
• How They Stack Up: Excellent on Formulation , brilliantly merging active skincare ingredients like Niacinamide and Squalane with beautiful makeup pigments. They earn top marks on Transparency and Sustainability, with a strong commitment to using recycled materials and a partnership with TerraCycle to recycle their product empties.
• The Verdict: Best for the makeup lover who wants high-performance, skin-improving formulas from a brand that has a deep and authentic commitment to ethical and sustainable practices.

The “Skin First” Minimalist: Glossier

• The Philosophy: “Skin first, makeup second.” Their approach to “clean” is about celebrating real skin with easy-to-use, uncomplicated formulas that deliver a fresh, dewy, natural look.
• How They Stack Up: Strong on Formulation for a minimal routine—their products are famously gentle, effective, and user-friendly. They have high marks on Transparency with their direct and approachable brand voice. They are proudly certified cruelty-free and are continuously improving their packaging sustainability.
• The Verdict: Best for the beauty minimalist who wants a gentle, effective, and uncomplicated routine that delivers a “real skin” finish without any fuss.

The At-a-Glance Comparison Table

The Verdict: “Clean” is a Personal Definition

After reviewing these incredible brands, it’s clear there is no single “best” clean brand, because there is no single definition of “clean.” Each of these brands excels at living up to its own unique and powerful promises.

The real power is in your hands. By learning to read the labels and understand the philosophy behind a brand, you get to decide which definition of “clean” aligns with your personal values. Do you prioritize potent actives, sustainable packaging, or a minimalist approach? The power to choose your clean is the true benefit of this movement.