Clean Beauty Claims in 2025: What B2B Brands Must Know to Stay Compliant
"Clean beauty" is no longer just a consumer buzzword—it’s now a compliance and credibility issue. In 2025, beauty brands must do more than remove a few ingredients to qualify as "clean." With increasing regulatory scrutiny, ingredient transparency demands, and retailer certification systems, B2B brands must carefully navigate how they formulate and communicate clean beauty products.
At XJ BEAUTY, we help global partners develop clean formulations that are not only effective and elegant—but also fully compliant across regions. Here’s what B2B buyers and OEM clients need to know.
What Does “Clean Beauty” Mean in 2025?
There’s no universal definition of clean beauty, but several core pillars have emerged:
Free-from claims (no parabens, sulfates, silicones, PEGs, etc.)
Ingredient transparency and INCI decoding
Minimal risk to human health (non-toxic, non-sensitizing)
Sustainable sourcing and eco-safe ingredients
Cruelty-free and often vegan
However, making these claims requires documentation, consistency, and regulatory knowledge.
Regulatory Challenges for B2B Brands
1. Ingredient Blacklists Differ by Region
EU bans 1,600+ cosmetic ingredients
US is less restrictive but tightening FDA oversight
Sephora, Target, Credo each have their own restricted lists
OEM Implication: One formula might be clean in Korea but non-compliant in France or California.
2. Vague Marketing Claims Can Be Risky
“Toxin-free”, “chemical-free”, or “safe” can trigger regulatory action
Without clinical or toxicology data, these may be flagged as misleading
3. Greenwashing is Under Fire
EU's Green Claims Directive penalizes unsubstantiated sustainability claims
Social media watchdogs and NGOs are aggressively calling out vague clean claims
XJ BEAUTY’s Clean Beauty OEM/ODM Framework
We support clean beauty development with:
Global clean ingredient libraries (pre-filtered by region)
Labeling guidance for free-from, vegan, and natural percentages
Allergen and sensitization review with toxicology backup
INCI harmonization to simplify multi-region compliance
Challenge-tested, preservative-alternative systems
Our clean formulations span:
Skincare: cleansers, moisturizers, serums
Makeup: clean lipsticks, cream blush, natural mascaras
Babycare and sensitive lines
SPF and hybrid sun-skincare
Retailer & Marketplace Certifications We Align With
Sephora Clean at standards
Ulta Conscious Beauty platform
Credo Clean Standard
Amazon Clean Beauty Badge
ECOCERT/COSMOS base compatibility (upon request)
Formulation Examples
Silicone-free moisturizers with squalane and fermented oils
Natural pigment lip balms with shea and castor oil
Preservative-free toners using HOCL, leuconostoc, or lactobacillus ferment
Hybrid makeup-skincare using EWG green-rated ingredients
Final Thoughts
Clean beauty in 2025 is no longer about minimalism—it’s about smart formulation, ethical sourcing, transparent claims, and global readiness. For B2B brands, working with an experienced manufacturer who understands both science and compliance is essential.
At XJ BEAUTY, we combine ingredient innovation with cross-market regulatory support to help brands confidently launch clean products that pass scrutiny and win consumer trust.