The true meaning of CLEAN BEAUTY

AYUNA debunking myths

Who would have thought at the dawn of the Clean movement –the emerging category in the cosmetics industry– that a few years later, it would become the darling of the industry's heavyweights, who distorted its true meaning? It seems that nowadays, "clean beauty" is simply a claim companies make to sell more products. A scramble to see who can put out the most and in the shortest time so that they stay in the game. In an over-saturated market, new products are continually being released, when the genuine intention behind the green beauty movement was to be more conscious of the products being launched.

That tussle standardized the narrative. They were all talking about the same thing, using the same jargon, the same marketing strategies, and the same formulas... Originality, diversity, and intuition when it came to creating brands and products were completely lacking. This was precisely one of the sparks that lit the fuse of AYUNA ? Less is Beauty it was founded on the philosophy that the world does not need more beauty products; it needs BETTER ones.

Ayuna pioneered the science of "Topical Fasting": a few products that detoxify cells and activate their self-recycling, repair DNA damage, and nourish tissues without providing any more than the skin actually needs to be healthy, making the company the emissary of CONSCIOUS and HONEST BEAUTY.

What does 'Clean' really mean? Debunking myths

Clarifying this category, one of the fastest growing in recent years seems necessary in a confusing and crowded market. The terms "clean", "green" and "eco-friendly" are ubiquitous on labels, when the reality is that these terms are not fully regulated, generating even greater confusion among an already bewildered public. Today it seems that everything is "Clean", but for a brand to be considered truly clean, it must be 'clean' from start to finish. From what it creates to how it does that, with whom and with which components, to how it communicates this. AYUNA meets the requirements of the conscious skin and the sensible mind

Clean cosmetics have gained a lot of prominence in recent years, due to the growing concern for human well-being and environmental protection. The movement originated in the United States in around 2016, in response to lax federal cosmetic regulation. The need for a safer and more responsible alternative was evident with only 13 restricted substances compared to almost 2000 in the EU. However, as is often the case with popular movements, it has also been the target of misunderstanding and manipulated by commercial interests. Here we break down some of the myths and facts about "clean" cosmetics:

1. MYTH: "Clean" means using only the safest ingredients.FACT: It is essential to use safe ingredients in "clean" cosmetics, this includes the safety of everyone involved, from the operators to the end consumer. However, these ingredients must also be environmentally friendly regarding both human safety and environmental impact.

1. MYTH: Natural equals "Clean".

• FACT: Not all natural ingredients are toxicologically and ecotoxicologically safe. Some natural ingredients may be harmful or irritating. Nature is not always synonymous with safety.

1. MYTH: Becoming a "clean" brand simply means changing a few ingredients and adding an "eco-friendly" label to the products.

• FACT: Genuine adherence to "CLEAN BEAUTY" is not an instantaneous act or a simple label change. It is a deep and constant commitment to a philosophy beyond the superficial. It means living and breathing the idea of cleanliness in every decision, from the meticulous selection of ingredients to production and dialogue with the consumer. It is a journey that demands time, effort, and genuine dedication, not just to the products, but to a higher ideal. AYUNA was not simply conceived with these principles; "clean" is the essence of its identity, its brand narrative, and the promise of authenticity it offers its consumers.

1. MYTH: All brands labeled "clean" comply with strict standards and principles.

• FACT: Increased interest in "clean" cosmetics has led to the contamination of the movement, and the "cleanwashing" phenomenon has gained ground, driven primarily by commercial motives. Brands have seen a lucrative opportunity to piggyback on this trend and, in an attempt to capitalise on it quickly, they have removed certain ingredients from their products, like parabens, sulphates, phthalates, silicones, mineral oils and/or artificial colours and fragrances, and have labelled themselves "clean". Although these substances may be removed from products in an attempt to "cleanwash", consumers must remember that eliminating one or more of these ingredients does not automatically make a product "clean" while other ingredients that clearly do not comply with the precepts of this philosophy are still incorporated into the formulation. It is important to consider the entire formulation and know all the ingredients and their potential impacts.

1. MYTH: The absence of parabens is the only requirement for a product to be considered "clean".

• FACT: Being truly "clean" involves much more than just eliminating parabens. It is estimated that a truly "clean" formula has to omit approximately 90% of the ingredients available on the cosmetic market.

1. MYTH: Once a brand is established as "clean", it does not need to update or improve its practices and knowledge.?

• ?FACT: As with any major change, the concept of "clean" is not just a starting point but a constantly evolving journey. One of the cornerstones of the "Clean Revolution" is an unwavering commitment to innovation and ongoing learning. At AYUNA, we firmly believe in the scientific foundation of cosmetics, and we are committed to dynamic research; every day, new ingredients are discovered, more research is carried out, and technological advances are made to enhance or redefine what it means to be "clean". That is why it is not enough to establish a static list of "forbidden" ingredients or accepted practices. Being "clean" is being open to change, being in a state of constant learning, adapting and evolving as new discoveries emerge. Moreover, this commitment to knowledge not only sets us apart as a brand, but is part of our responsibility to the beauty of the future.

When faced with doubts and suspicions, AYUNA always errs on the side of caution, excluding certain practices and/or ingredients until more information is available and their safety can be determined. Likewise, the principle of adaptability to change is crucial when considering new discoveries since what may be considered "the best" today may prove not to be so tomorrow.