Welcome to How to Start a Green, Clean Beauty Line!

Let me introduce myself and Joan Morais Cosmetics School. We are the very first online cosmetic formulation school. I founded the business in December 2003 and launched the business in 2004. I am a green cosmetic formulator and instructor. 

About Joan Morais

The Founder of Joan Morais Cosmetics School

Joan Morais is a green cosmetic formulator, instructor, herbalist and aromatherapist. She’s developed cosmetic formulations and taught for 19 years. Joan has assisted thousands to learn the art and science of cosmetic formulation.

Joan Morais Cosmetics School

Part 1: 5 Step Plan

Apply this 5-step plan to clarify your green, clean skin or hair care line. Get clear on what type of formulation you want to start with and what you need to do for a successful green, clean formulation.

12 Principles of Green Chemistry

Retailers Clarification on Clean Beauty:

Target places their "Clean" logo on all products they consider clean. They also have 13 other logos to define beauty products, view here.
Target's definition of clean beauty:
"Products formulated without propyl-parabens, butyl-parabens, phthalates, formaldehyde, formaldehyde-donors, nonylphenol ethoxylates (NPEs), oxybenzone, SLES, retinyl palmitate, hydroquinone, triclosan, and BHA & BHT. Products made without chlorine & added fragrances."

The Credo Clean Standard
Credo Beauty Dirty List

Whole Foods
Clean Beauty Standard

Conscious Beauty

Clean Beauty

About Cosmos 
Cosmos Standard

Tell me about your cosmetic formulation journey and your green, clean beauty goals!

Part 3: Making The Formulation

In this video, learn the common equipment mistake and the best way to start with equipment for anhydrous formulations.

What is one inspiration for you after watching this video?


I enjoyed connecting with you. I hope you found it helpful and love the daily moisturizing spray formulation. This spray is a great base formulation to make all kinds of product sprays (body, hair and skin).

You did it! You took your first action steps to starting a green and clean beauty line. The next step is to get the training needed to become a skilled natural hair or skin care formulator. I really want to help you. My Pro Courses include 8 Live Q+A and Mentoring Sessions. This is 8 sessions of 60 minutes! In these sessions, I answer any formulating questions you may have, mentor and guide you.

The best time to start is now!

Limited time: free gift with purchase!

Plant Silicone Hair Mousse

Hair Mousse Class

$225.00 value, free with any Pro Course purchase*

*Add hair mousse class to cart with Pro Course and enter coupon code at checkout.

coupon code: cleanbeauty23

Offer is valid for limited time.

HELPFUL Equipment for small batch MAKers IS available Our Amazon Store here:

Start your cosmetic formulator journey today!

  • Am looking for Emulsifying agents and good preservatives for my hair products. Am dealing with conditioning hair butter and serum like oils but my oils are not keeping the consistency 😕. I have noticed my butter is solidifying after 2days and the serum is not mixing with water at all.
    Am from Kenya

    • I have been straggle with my low porosity hair, so I want to learn how to make products so that I can help my self and also orders.

      Same for my oily and sensitive skin products I want to help everyone with that same problem .

      • Hi Asnath,
        Yes, the best hair care products for the hair type, texture and porosity make a huge difference on the hair.

  • Hello
    my name is Ayat , an entrepreneur , currently I sell hair care products for texture hair( kinky curly) , I have 5 products , a leave in conditioner , shampoo , hair Oil , scalp oil and Hair butter , I have been working for two years , but I’m not fully satisfied with my formulations although I took a full course with Eden Croft in prosper beauty but unfortunately it didn’t fulfill my expectations , she did help me with the formulations but I needed someone with more long experience in the Science of cosmetics chemistry and can help me develop a well done high quality products for my brand , I saw your Instagram page and I loved how you were passionate about cosmetics formulation and I felt that you are what I was looking for .

    • Hello Ayat,
      Thanks for sharing about your hair care product line. You’ve done great to have all those products. Hair products can create soft, smooth, shiny hair or the product can easily build up and attach to hair making it dull, tacky feeling and weighing it down. This has to do with the science of hair and the ingredients and the reaction with hard water. All of this makes a huge difference on hair. That’s why hair products are more difficult to formulate and compared to skin care products. Sometimes is just adjusting an ingredient or the percentage or including an ingredient.

  • Hi,
    Thank you for offering this training. I am already formulating hair and skin care, but really want to be trained and mentored to take it to another level. I am interested in the Pro Hair Course and was wondering if you offer instruction on how to make curl cream? My goal is to start a hair and skin care line.
    Thanks again.

    • Hello Sandra,
      You’re welcome. The base formulations for conditioners can be easily customized for a curl cream. There is information in the course to help with this plus during the 8 Live Q+A’s I can help you with this.

  • I have been crafting raw beauty products for a while now but now I want to take it a step further. I want to learn how to formulate from certain products from scratch, using step by step guidelines and using only natural or naturally derived ingredients that I’ve struggled with like emulsifier, stabilizers and preservative. No synthetics, no harsh chemicals. Is this course what this course covers?

    • Hello Christeena,
      I enjoy raw beauty products and make them too for myself. I also enjoy lotions, creams, shampoos and conditioners which do require using like you said emulsifiers, stabilizers and preservatives. The pro courses go into detail educating the processes of ingredients and synthetic ingredients. This allows each formulator to be empowered with the education and decide what ingredients they want to use. The ingredients in the formulations used in the courses are naturally derived.

  • Formulating my own shampoo bars without sulfates has been my primary goal. Learning about emulsifiers is interesting. Though I don’t think they help me qualify for natural surfactants for bathing in rivers. Neither is my current soap bar. So … I have much to learn.

    • Hello Theresa,
      The only natural surfactants are saponins found in sources like the yucca plant and soapwort plant. These don’t lather and do a light cleansing. The issue is, most customers don’t care for them. There are naturally derived surfactants using green chemistry that don’t pollute the waterways.

  • Hi Joan,
    I signed up for the Pro hair formulators course in 2019 I think and then life happened and I lost the courage to start.
    I have been struggling recently to find any clean and natural haircare products here in my country. Everything is so full of ingredients that either I can’t use (i.e. too many butters and oils and overly fragranced) or I don’t want to use (i.e. parabens, petroleum based ingredients etc.).
    I am hoping I can ignite my passion (and courage) for natural haircare products again as I really think there is a gap here for people like me that have sensitive skin and scalps and who need to be aware of what they are using.
    Thanks for the quick course to try give us focus.

    • Hi Kerry,
      This happens to so many students including myself. That’s why I wanted the pro courses lifetime access. So many students have returned to the pro course years later and start their own product line. It sounds like you are needed to get your natural hair care products to others and this is meant for you to do. Pick and focus on one formulation from the course and make it. If you can’t find and ingredient, look at the function of the ingredient for a possible substitution. You can always email us if you are unsure. Happy to see you and thanks for checking in.

    • Hi Irene,
      Thank you. Glycerin is not necessary in a water based hair product. It is a humectant and it can be replaced with a different humectant if you still want that in the formulation.

  • I enjoyed Part 2 and I am looking forward for the next chapter. I still find it difficult to determine the INCI name of some ingredients. Beside taking an expensive subscription what is the alternative of making sure to know an INCI name of an ingredient?

    • Hi Micheline,
      I am glad you enjoyed Part 2. The ingredient supplier should always have the INCI name. You can also usually find it by doing an internet search. There are other more in-depth resources that I cover in the pro courses.

  • Thank you very much for this Joan Morais. I know there is so much more to creating products, but this demonstration is so helpful. I am interested in creating a hair care line. I am very interested in your course, but not able to join in March. When is next class?

    • Hi Claudene,
      A hair care line will be fun to do. The new formulations being added to the course are really good. The next mentored session will probably be in Spring 2023.

  • I am loving this webinar series, and although I am already a cosmetic formulator, I am learning so much! You will definitely see me your advanced courses!

  • Thank you so much Joan! this is really helping me to align my mission for my products. It is especially important when altering or swapping out ingredients in a formula. Ethically it can even be hard to make certain decisions. Creating an open communication with suppliers can help.

    • Hi Julie,
      Thank you for your comment. It is so important choosing ingredients and specific to each person and their philosophy. It can be hard to make decisions to match your ethical standards. I think differently about cosmetic ingredients now more than 15 years ago.

  • Joan! This is perfect! And exactly what I needed to wrap my head around the big scary topic of getting a product brought to life outside my own small world. This really helps it to sound doable and bite sized.
    Thank you thank you.

    • Hi Megan,
      Thanks for your time and comment. It is scary and a lot of information out there that it is overwhelming. To get to the simple, many times we have to go through the chaos and complex. You are where you should be.

  • Thank you for offering this course for free online. I am just starting out and learning so much. I started making soy wax candles and then wanted to make body butter and loved doing it. So now I am making butter, lip balm and I want to work towards hair mist, shampoo, conditioner, and facial products.

    • Hi Melissa,
      You are a creative person. You already have a line with your butter, lip balm and candles. It’s a lot of fun. I am so picky and make and use all my formulations and love doing it.

  • Dear Ms. Morais,
    I loved this presentation. Very professional, motivating, and inspiring. I am strongly interested in joining your class in March. I am not working right now, but I will try hard and pray I will get to be a apart of this training. Thank you for this video series. Tara

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