Clean Beauty in the U.S. Has a Definition Problem
What does “clean beauty” actually mean?
If you’re a founder, you’ve likely asked this or been asked it dozens of times. And if you’re manufacturing in the U.S., the answer is… unclear.
Unlike in the EU, where ingredient bans and safety regulations offer a clearer framework, the term clean beauty remains unregulated in the U.S. There is no federal standard. No approved ingredient list. No universally accepted criteria.
But consumer demand keeps rising.
The Gap Between Marketing and Manufacturing
On a recent call, a brand we manufacture for said:
“Everyone wants clean, but no one can tell me what that means.”
This is the dilemma many indie founders face. The market expects clean. Retailers require increasing documentation. But the infrastructure hasn’t caught up.
The result? Clean beauty has become a marketing promise without an operational foundation and that’s risky.
At Vaulabs, we believe clean should be more than a buzzword. It should be built into the way products are formulated, tested, and scaled.
What We Mean by Clean
Our internal clean beauty standards are rooted in:
Ingredient transparency
MoCRA compliance
Avoidance of high-risk preservatives, silicones, and colorants
Stability and microbial safety testing
EU and Amazon compatibility
We work with indie founders who want to launch with confidence, not hope their product passes a regulatory check months later.
Why This Matters Now
The U.S. beauty market is evolving faster than its infrastructure. Brands are growing quickly, but the backend — formulation, testing, regulatory support - often lags behind.
This gap is especially costly when:
You’re preparing for retail
You’re raising capital
You’re launching in multiple markets
You’re trying to build long-term customer trust
Let’s Create a Better Standard Together
If you’re building a brand that prioritizes non-toxic, high-performance formulas, it’s time to start asking deeper questions. Not just “Is it clean?”, but “Can we prove it?”
At Vaulabs, we don’t just formulate. We build the structure your brand needs to stand behind every claim — and scale with confidence.
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