37 Editor-Authorized Pure Magnificence Merchandise for Summer time

As a beauty editor, I know that the term “natural” doesn’t really mean anything in the beauty industry—same with the terms, “clean” and “non-toxic” (the latter is a personal pet peeve. To me, the word has a fear-mongering quality as if all other beauty products are inherently harmful. But I digress). They’re not regulated, and they don’t really have a standardized definition. What one person thinks is a truly “natural” or “clean” product might differ from someone else.

That said, until a better, more specific term catches on, I’ll stick with the term “natural” to describe products that have been consciously crafted with well-being in mind. Even though this side of the beauty industry is murky, there are multiple brands I trust and feel good buying from.