Conscious Beauty

Conscious Beauty

Conscious Beauty is a movement in the cosmetic industry, including hair and skin care. The goal in conscious beauty is to contribute to having a positive impact on the world. Ways to have a positive impact include: using green, cruelty-free, and vegan ingredients in formulas, using sustainable packaging, and by giving back.

Sustainable Ingredients

It is important to look for companies that are transparent. It is also important to read labels as a consumer. If you are a skin, hair or beauty formulator, using green or sustainable ingredients are important.

Some Ingredients Not Allowed

  • BHA (Butylated Hydroxyanisole), BHT (Butylated Hydroxytoluene)
  • DEA (Diethanolamine), MEA (Monoethanolamine), TEA (Triethanolamine) 
  • Mineral oil, Paraffin, Petrolatum 
  • Parabens 
  • Perfluorinated compounds (PFAS, PFOA, PFOS)

The cosmetic industry such as Ulta Beauty are the leaders in conscious beauty. They provide a list of ingredients they don’t allow and therefore can’t be labeled as, “Conscious Beauty” in their stores.


To be certified cruelty-free, the product and ingredients can’t be tested on animals. This also includes the ingredient supplies and manufacturers, both can’t test on animals either.

Cruelty free cosmetics are very popular. Many people are gaining a better understanding of the importance of buying cruelty-free.

There are different agency companies that certify cruelty-free cosmetics. This includes Leaping Bunny and Choose Cruelty-Free.

Read more on cruelty-free cosmetics here.


Vegan beauty products are gaining popularity. Vegan cosmetics are made without animal products or by-products or derivatives. This includes ingredients like honey, beeswax, lanolin, animal collagen, albumen, carmine, white sugar, cholesterol and gelatin.

Cruelty-free and vegan are not the same. Vegan describes ingredients and cruelty-free refers to the actual animal testing. That means vegan products can be tested on animals, and cruelty-free can contain animal-based ingredients

All ingredients and formulations taught at Joan Morais Cosmetics School are 100% vegan and cruelty-free. All ingredients have been selected carefully. Read our definition below.

“Natural cosmetics are made from raw materials sourced from nature, renewable plant feedstocks, plants and minerals. The raw materials go through the least amount of processing and processing methods. Using green chemistry and the latest sustainable, energy efficient technology, including, biotechnology and biobased ingredients. The processing method causes the least impact to humans, animals and the earth, with no or low carbon footprint. Active nutrients known as nutraceuticals are used; supplements, such as beneficial vitamins for the skin and hair. Natural cosmetics are green, renewable, sustainable clean beauty that promote nourished and radiant skin and hair.” Joan Morais

Sustainable Packaging

Selecting the right packaging is important and to be mindful to select packaging that means less going to a landfill. To qualify as sustainable packaging, a company needs to use packaging that is made from recycled or bio-sourced materials or be recyclable or refillable.

Some beauty products such as shampoo bars, cleaning bars, or bar soap can also help reduce plastic and can come easier in sustainable packaging.

Learn about sustainable and eco-friendly packaging for cosmetics here.

Positive Impact

Beauty businesses also contribute a positive impact by giving back. This can be by donating funds, creating jobs, or by using sustainable ingredients, which then encourages sustainable farming.

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