What is Clean Beauty?

Clean beauty brands are making a name for themselves and there’s no reason why you shouldn’t join the fun!
The term ‘clean’ is often misused, but at Genie Supply, we mean business. Our clean private label catalog does not contain animal products, petroleum derivatives, or over 2000+ ingredients that just don’t belong in beauty products. Everything we make at Genie Supply is clean, so whether you’re looking for private label, custom formulating or something in between for your clean beauty or clean skincare brand, we’ve got you covered. We are - after all - the clean beauty lab for entrepreneurs - but more on us later.

Defining Clean Beauty Standards

Here are the definitions of our clean beauty standards. We are simply stating which products meet the requirements for the following manufacturers, if you already sell within these clean beauty retailers or plan to pitch to them in the future. Note: We are not affiliated in any way with the following retailers. Please see our homepage to see if products we made have been sold in these retailers.

Clean at Sephora

Sephora’s set of standards defining “clean beauty” is called Clean at Sephora. If you want to market your products to Sephora, we can ensure “Clean at Sephora” standards on most private label and ALL custom formulation products upon request. Look for the Sephora Clean logo to know if your product meets Clean at Sephora standards! (All products marked this way would meet clean at Sephora standards; additional testing may apply for Sephora P.O.s to substantiate claims)

Clean at Wholefoods

Whole Foods isn’t only a grocery store. They’ve set their own list of acceptable and unacceptable ingredients in beauty products as well. While we can formulate many products that meet Whole Food standards, did you know that many of our private label products already meet such standards?
Look for the Wholefoods Clean logo!

Clean at Credo

Credo Beauty is very serious about defining and marketing “clean beauty” products. We can meet (and even exceed!) their “Credo Clean Beauty Standards” on custom formulation products. For private labeling, look to our catalog and all the products. If you see a green leaf on the page, it symbolizes “clean” by Credo’s current standards. Look for the Credo Clean logo! (All products marked this way would meet Clean at Credo standards; additional testing may apply on final batches for P.O.s to substantiate claims. Credo may require PFAS testing, RIPT testing and others on your formulations; don’t worry, we can help.)

Green + Clean At Genie Supply

Look for the GS G+C Logo! Our GS standards are even tighter than Credo’s clean beauty standards. In addition to all Credo Clean beauty standards, we also do not allow the following to be used in our products:

Drying alcohols (not including fatty, conditioning alcohols like cetyl alcohol)

Petroleum or petroleum derivatives (exception: FD&C dyes/pigments for color cosmetics only; can be formulated with plant pigments only upon request; R&D fees apply)

Any animal products or animal by-products (e.g. bees wax, lanolin)

Synthetic or natural fragrances; only essential oils and fruit/plant extracts are allowed

No silicones, even linear silicones (e.g. dimethicone)

No mica (already a Credo clean standard, due to concerns of mica mining and child labor)

This means every G+C product is VEGAN and CRUELTY-FREE by default.

You can rest assured that every product we manufacture is the cleanest clean beauty has to offer, and you can always feel safe about the level of “clean” by checking the icons on each product on the site and in our catalogs. The more icons, the better. We also aim for an EWG rating of 1-2 on our products with the Environmental Working Group.

Certify Your Product As Clean

If you want to certify your product as clean, we are here to help. Using the logo index provided, look for the logos you would like to apply to your brand in the private label catalog . If you are custom formulating, let us know which standards you would like to adhere to.

*Additional testing may be required

We will formulate your product to meet any clean standard, and provide written verification to your certifying agency of choice, but you, as the brand owner, must certify the product with the agency.

Clean at Sephora