Guest Blog by Lynn Power, CEO of MASAMI

Clean beauty has become a trend, but we think it’s here to stay. As we all become more and more attuned to what we are putting in and on our bodies, it’s only natural that our beauty routines should be reevaluated. After all, when’s the last time you thought about what’s in your mascara? You might be surprised to find out that your mass produced mascara likely has formaldehyde (a known carcinogen)! If that doesn’t convince you to seek clean alternatives, here are our Top 10 reasons to shop clean beauty:

1) Many mass beauty products still contain toxic ingredients (90% of haircare!). Sulfates, parabens and phthalates are known offenders that can wreak havoc on your endocrine system, cause allergic reactions and even cancer. To avoid these toxic ingredients, shop the many women-owned clean beauty products in the Conscious Beauty Collective on TheWMarketplace.

2) Clean Beauty is better for the environment. Toxic ingredients and chemicals are not only not good for you, they also aren’t good for the environment and can impact our soil, our food and our oceans.

3) Clean beauty is high performing. With consumers demanding more out of their beauty products, you don’t have to sacrifice performance for “clean” any longer. Most clean beauty products these days also perform incredibly well.

4) Supporting clean beauty also likely supports small businesses. All of the clean beauty brands on TheWMarketplace are women-owned small businesses. They are indie brands that are trying to change the “norm” of the industry. By supporting clean beauty, you are helping to push the industry to change.

5) Shop your values. Many clean beauty brands are not only thoughtful about what’s in their formulas, but they are also thoughtful about their packaging, their supply chain and their values – and many also give back to causes that are near and dear to them.

6) Clean Beauty is transparent. All of the clean beauty brands I know are upfront about their ingredients – so no guessing what is in (or not in) their products.

7) Your skin is your largest organ. When you put moisturizers (or shampoo on your scalp – one of the most absorbent parts of the body), your body is absorbing it all. Some studies show that 60% of what you put on your skin makes its way into your bloodstream. If you are looking for clean shampoo alternatives, try MASAMI Mekabu Hydrating Shampoo.

8) Many natural ingredients can multitask. Aloe is packed with nutrients and can not only add hydration to skin and hair, but it can help soothe the scalp and heal burns.

9) Clean beauty is more than cosmetics – it also applies to deodorant, sunscreen, toothpaste and more. These are products you use every day!

10) You can be a clean beauty champion – sharing clean beauty tips and tricks (and products) with your friends to help create a movement that everyone will benefit from.

Finally, beauty products do have expiration dates. As a general rule, products that go on your eyes (mascara, liquid eyeliners) should be tossed after 3 months or so. Powders (eyeshadow, blush, can last longer (1-2 years) but should also be pruned. And many moisturizers and skincare products have expiration dates (so check them).

Use this cleansing of your beauty routine as an opportunity to upgrade your beauty to clean beauty by shopping the women-owned businesses in the Conscious Beauty Collective! Shop the online collection on TheWMarketplace and the in-person pop-up in San Francisco at the Stonestown Galleria through the end of May. You won’t regret it!

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Lynn Power is the CEO of MASAMI, a clean premium haircare brand with a Japanese ocean botanical for ultimate hydration and a member of the Conscious Beauty Collective. 

TheWMarketplace is a nationwide e-commerce marketplace for women-owned businesses to sell their products and professional and personal services. With over 500 women-owned businesses selling 4000+ products and services ranging from home goods to coaching, TheWMarketplace empowers shoppers with a new way to find the communities they want to support, including Black-woman owned, Latina-owned, AAPI-owned, Veteran woman-owned, and more.