10/02/2023
Clean: a marketing phrase that insinuates products not labeled as “clean” are inferior. Let’s put this to bed once and for all: in the context of consumer products, clean has NO standard meaning.
Products marketed as clean are not inherently superior to products that are not. It is simply a phrase used by marketing professionals, whose job it is to convince you to buy their product over a competitor’s. That’s true whether you’re referring to cosmetic products, foods, supplements, or even clothing or mattresses.
Products labeled “clean” are not:
Chemical-free
“Non-toxic”
More environmentally-friendly
Healthier
Safer
Unprocessed
None of these statements are true.
EVERYTHING is processed before it arrives to you as a consumer. Even fresh produce items are processed, so clean doesn’t mean ‘unprocessed’, even in the context of food.
Since “clean” has no standard definition, companies are free to use it to refer to a wide array of topics. Often, they use the phrase to denote natural ingredients, or ingredients they claim to be safer, or even conflate it with ‘green’, which is another marketing buzzword suggesting one product is more sustainable for the environment.
In reality, none of these are true. Remember: everything is chemicals. And: anything can be toxic (or non-toxic) at a certain dose.
In addition, natural ingredients are not inherently better than synthetic counterparts, both from a safety and a sustainability perspective. Sourcing ingredients from nature can be substantially more detrimental to the environment than synthesizing those same ingredients using chemical reactions in a laboratory.
If you choose to buy products that use the phrase ‘clean’ on them, please just know that there is no definition of what this means, and it says nothing about the quality of the product. Don’t fall prey to fear-based marketing to scare you away from products you prefer simply because they haven’t bought into this newest marketing fad.
Sources:
https://www.foodsystemprimer.org/food-processing/
https://www.hsph.harvard.edu/nutritionsource/processed-foods/ #:~:text=Examples%20include%20cleaning%20and%20removing,and%20remain%20safe%20to%20eat.
https://www.washingtonpost.com/lifestyle/wellness/clean-beauty-has-taken-over-the-cosmetics-industry-but-thats-about-all-anyone-agrees-on/2020/03/09/2ecfe10e-59b3-11ea-ab68-101ecfec2532_story.html
https://ssir.org/articles/entry/there_is_no_such_thing_as_a_green_product #
https://www.unbiasedscipod.com/episodes/clean-beauty-is-all-made-up?rq=clean
https://jamanetwork.com/journals/jamadermatology/fullarticle/2751513
https://www.refinery29.com/en-gb/natural-skincare-environmental-impact-climate-change