Clean Skincare, Defined: What Our Clean Ingredients Standard Excludes, and Why
"'Clean beauty' has no legal definition. Every brand draws its own line, and some use the word mainly to make other products sound dangerous. So here is ours, stated plainly: what our Clean Ingredients standard excludes, why, and what it doesn't claim. Everything sold in the EU has already passed a safety assessment; our list is a set of preferences on top of the law, not a list of poisons."
The short answer: what "clean" means at KKUMIDA
A product with our Clean Ingredients label has been checked against our blocklist of more than 60 ingredients we choose to avoid: certain parabens, phthalates, mineral oil and petrolatum, intentionally added microplastics, harsh sulfate cleansers and synthetic dyes, among others. It doesn't mean other products are unsafe. Every cosmetic sold in the EU must have a safety assessment; our standard reflects what we prefer for sensitive skin, ingredient transparency and the environment.
What it is
A consistent, published filter applied to every product's full ingredient list, so you know exactly what "clean" means here.
What it isn't
A safety verdict. EU law already bans or restricts ingredients with real safety concerns; "clean" isn't a regulated term.
Who it's for
Anyone who prefers shorter, simpler formulas, wants to avoid specific ingredients, or cares about microplastics.
Shop every product that meets this standard in Clean Ingredients, or see all six standards in Meet the Six.
"Are parabens actually dangerous, or is it just marketing?"
What We Exclude, and the Honest Reason Why
For each group on our blocklist, here is what EU law already says and why we go further. Where the reason is preference rather than safety, we say so.
| Excluded | What EU law says | Why we exclude it |
|---|---|---|
| Parabens | Five parabens banned since 2014; others allowed within limits | Precaution and customer preference; effective alternative preservatives exist |
| Phthalates | Several, such as DBP and DEHP, are banned in cosmetics | Precaution; sometimes hidden in fragrance, which we prefer listed |
| Mineral oil, petrolatum | Allowed when highly refined | Preference for plant lipids and lighter textures, not a safety concern |
| Intentionally added microplastics | Being phased out under the EU microplastics restriction | Environmental; we apply it now, ahead of the deadlines |
| Harsh sulfate cleansers (e.g. SLS) | Allowed | Can be stripping for dry or sensitive skin |
| Synthetic dyes | Approved colourants allowed | Unnecessary in skincare; one less thing to react to |
Mineral oil is the clearest example of a preference: highly refined cosmetic-grade mineral oil is well tolerated by most skin. We leave it out because we prefer plant-derived lipids, not because it's harmful.
"I want a simple routine where every ingredient earns its place."
Clean Ingredients Picks: Anua Heartleaf 77 Toner vs Round LAB Birch Juice Cream
Short, focused formulas built around one hero ingredient each, and both pass our blocklist.
Anua Heartleaf 77 Soothing Toner (250ml)
Heartleaf makes up most of the formula, supported by panthenol, centella and hyaluronic acid, to calm redness and breakout-prone skin. Clean ingredients, fragrance-free, alcohol-free, vegan, dermatologically-tested and pregnancy-friendly.
Best for: sensitive, acne-prone, combination and oily skin; redness.Less suited to: very dry skin on its own; add an essence.
Editor’s tip: Pat in two or three thin layers with your palms.
Shop The Heartleaf Toner
Round LAB Birch Juice Moisturizing Cream (80ml)
Mineral-rich birch sap hydrates and plumps in a gel-cream that layers easily under sunscreen. A good everyday moisturizer for skin that dislikes heavy textures. Clean ingredients, fragrance-free, alcohol-free, vegan, dermatologically-tested and pregnancy-friendly.
Best for: sensitive, combination, dry and normal skin; daytime; summer.Less suited to: very dry skin in winter; choose a richer barrier cream.
Editor’s tip: Pair it with the Birch sunscreen in the Round LAB Birch Duo.
Shop The Birch Juice Cream"Does clean mean vegan too?"
Clean Isn't Vegan: COSRX Advanced Snail 96 Mucin Power Essence
Our Clean and Vegan standards are separate. This essence passes our clean blocklist but isn't vegan, because its key ingredient comes from snails.
COSRX Advanced Snail 96 Mucin Power Essence (100ml)
With snail secretion filtrate making up almost the entire formula, there's very little else in the bottle. It hydrates and supports a stressed barrier with a dewy finish. Clean ingredients, fragrance-free, dermatologically-tested and pregnancy-friendly; not vegan.
Best for: dry, sensitive, normal and combination skin; dullness; recovery.Less suited to: vegan routines.
Editor’s tip: Our vegan vs cruelty-free guide lists vegan alternatives.
Shop The Snail EssenceYour Clean Skincare Questions, Answered
What clean means, what it doesn't, and how to use the label.
Is clean skincare safer than other skincare?
Not necessarily. Every cosmetic sold in the EU must pass a safety assessment, and EU law bans or restricts ingredients with real safety concerns. Our Clean standard is a preference filter on top of that, not a safety ranking.
Are parabens bad for your skin?
The EU banned five parabens in 2014 and allows others within strict limits, which are considered safe. We exclude parabens as a precaution and because many customers prefer to avoid them.
Is mineral oil bad for skin?
Highly refined cosmetic-grade mineral oil is well tolerated by most people. We exclude it as a preference for plant-derived lipids and lighter textures.
Does clean mean natural or vegan?
No. Clean describes what we exclude; natural and vegan describe ingredient origin. A clean product can contain lab-made ingredients or animal-derived ones like snail mucin.
Shop clean-ingredients skincare
Every product with this label is checked against our blocklist and its full ingredient list. 100% authentic, delivered from our hubs in Switzerland and the EU to your door anywhere in Europe.
Explore Clean Ingredients
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