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Clean Beauty is the New Normal

We’re calling it: Beauty’s taking the more natural path. Natural beauty products were once regulated to a single, dusty shelf in the corner of health food stores. Not anymore! Major chains from Target to Neiman Marcus are hopping on the natural beauty + wellness trend. Clean ingredients are fast becoming the new benchmark for emerging beauty brands and that’s good news for everyone.

What’s driving the trend? It could be that people are better informed than ever before. That coupled with the new tighter regulations that govern the labeling of skincare and cosmetics make it easier than ever to make informed choices and buy better.

Clean beauty is a natural extension of good health practices that people are embracing now. We are what we eat, wear and throw away, so it’s only natural that we notice what we’re using (and absorbing) in our homes and on our skin!

At Murchison-Hume, we couldn’t be happier about this non-toxic trend. This year, I’ve embarked on my own Clean Beauty journey. That’s what inspired me to launch MH Bath Shop. As an allergy sufferer, I’ve always had to be careful about what I use. I read labels, from soap to moisturizer to make sure I’m not going to aggravate my sensitive skin. I’m not perfect about it (I’m still trying to let go of my favourite Maybelline mascara) but I’m getting there.

Bottom line? Clean beauty swaps are readily available now, but you still have to be careful. There’s a lot of green washing out there and “natural” doesn’t necessarily mean “safe.” You have to find out what works for you. Do your research and be prepared to pay a little more. Naturals do tend to be a bit more expensive than their cheap, synthetic counterparts.

My take on it is this: it may cost a little more money, but for me, lowering the overall chemical count I use to prioritize my health is totally worth it. I consider it a part of my overall wellness, which after all, is the most important thing.


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