The beauty industry is in a state of constant motion and evolution. As such, the aim is to find the most effective and safe solutions for top skin concerns. As trends abound, plant-based treatments have been all the rage in recent years, a reflection of the growing awareness of how important clean and transparent beauty is. But what does that mean?

Defining Clean & Transparent Beauty

The terms “clean” and “transparent” beauty are intricately related and easily misrepresented. Clean beauty focuses on the ingredients that are not included in beauty products. It refers to cosmetic and skin care products created without synthetic chemicals and ingredients that could irritate the skin, like parabens, phthalates, oxybenzone and synthetic fragrances.

Transparent beauty means informing consumers which ingredients are selected for the formula and explaining why these are included (features and benefits). It’s about providing full disclosure in a clear and comprehensive way, including what is disclosed on the label.

True plant-based skin products and treatments rely on botanical extracts, essential oils and other natural and organic ingredients. These products exclude potentially harsh, synthetic components that could pose unwanted side effects.

This distinction from most mainstream commercially formulated skin products certainly places them under the umbrella of clean beauty. But, to also be transparent, the label must neither make false or exaggerated claims about the benefits, nor hide a controversial ingredient under a trade name—especially if that ingredient could potentially be allergenic.

Natural vs. Organic

The debate about “natural” versus “organic” products is a longstanding one, with the questionable topic of “synthetic” ingredients as a constant discussion. Clearing up potential confusion or misinformation is imperative, and a great starting point is to discuss the meaning behind “natural,” “synthetic” and “organic” in direct relation to skin care formulations.

In general, natural products are regarded as containing ingredients derived from Mother Nature in some form. Many lines label their products as natural, but sometimes they also include synthetic ingredients.

A synthetic ingredient is a man-made or manipulated natural ingredient to the point of changing its original structure and function. These ingredients are commonly called “chemicals” and sometimes associated with being cheap and harmful.

However, it is important to note that not all synthetic ingredients are bad, and as far as manipulation, there are certain nuances that need to be clarified, such as the case of using green technology to overcome the specific limitations of a natural ingredient. It is also important to note that natural does not by default mean organic.

The general meaning behind organic correlates with the understanding that organic products contain ingredients from natural origins that are specifically unadulterated or non-manipulated, making them as pure as nature originally intended. For some, this concept ranges from the utilization of bare or raw ingredients, free of pesticides, fertilizers, growth stimulants, antibiotics and technological processing.

Further, with “certified organic” products, the sense of confidence is higher as these formulations are strongly regulated and deemed the safest and healthiest choice.

In the end, whether an ingredient is natural or organic, the most crucial point of distinction is the expected results. Take, for example, the use of chocolate in skin care. Not all chocolate is sourced and processed equally, therefore, benefits and results will vary. While chocolate treatments and products can support well-being and skin rejuvenation, the best results will come from using unroasted cacao extract, rather than roasted and processed cocoa that has lost more than half the antioxidant power found in raw cacao beans.

Equally important are the “green” practices implemented by the manufacturer or company distributing the products, as well as the specific methods of how ingredient sources are obtained or harvested, all of which relates to sustainability.

Related: 6 Plant-Based Spa Protocols

Sustainable Sourcing

Sustainable sourcing can be generally referred to as the ethical and responsible processes utilized to obtain a product’s raw materials in a way that minimizes the impact on the environment while supporting neighboring communities.

An important example of sustainability involves the mindful practice of only utilizing the most minimal plant matter and ensuring that the actual plant source remains renewable. Additionally, reducing water pollution and saving water, one of our Earth’s most precious resources, is critical.

One way to achieve this is by offering no-rinse products and waterless treatments that are eco-friendly. These options can help minimize water usage and waste. A no-rinse treatment also keeps active ingredients in contact with the skin for a longer period, which boosts results and increases guest satisfaction.

For the spa, these types of treatments offer greater flexibility, as they can expedite the flow and timing of a service, reduce the amount of resources and supplies used, and can be performed anywhere without the need for a shower, wet area or sink within the space.

While all the aspects of sustainability help mitigate the potentially negative effects of skin care production and reduce carbon footprints, they also contribute to the well-being of those involved in the production chain. This pledge to ethical practices instills a sense of social and environmental responsibility for all concerned.

In the context of plant-based spa treatments, this means selecting brands that prioritize eco-conscious practices, promote biodiversity, use recyclable or biodegradable materials, adopt measures to minimize waste and engage in fair trade practices. More than ever, consumers are demanding and eager to learn if product ingredients are natural and/or organic, if there was any animal cruelty during the process of manufacturing, and how sustainable and eco-conscious the products really are.

Remember that any misleading information—especially on that last concern—can be categorized as greenwashing. Also called “green sheen,” greenwashing is a type of marketing spin in which advertising and PR are deceptively used to persuade the public that an organization's products, aims and policies are environmentally friendly.

Vendor Selection

Choosing vendors that align with your eco-vision is imperative, since selecting the right partners will strengthen your positioning. Each synergistic vendor will enhance your spa’s story, as you will be able to incorporate their eco-friendly practices within your business materials and social media content.

Whether you are already positioned as an eco-friendly spa or just starting the journey, your preferred vendors should be able to share their eco-pledge and support you with valuable marketing content and assets (in addition to their plant-based treatments), which will help your spa further strengthen its eco-branding and points of distinction.

Maritza Rodriguez is the global vice president of marketing and communications for Pevonia International and its related brands. She has worked with some of the most renowned professional skin care brands on image and marketing.

Christian Jurist, M.D., is one of the most in-demand educators in professional beauty. As medical director of global education at Pevonia, he focuses on research and development, as well as global educational programs that empower pros, thanks to his easy yet scientific approach to esthetics.