Behind the Scenes: Clean Beauty Awards Testing Process

Finding trustworthy clean beauty products can feel like navigating a maze. Bigger brands with large marketing budgets often dominate the market, pushing their products to the forefront of every search result and store shelf. But does more marketing mean better products? Or did these bigger brands formulate their products more meticulously?

On the other hand, smaller brands may have the passion and drive to create clean beauty products, but did they formulate the products sufficiently to deliver on their promises? Which products can you actually trust to work?

At CertClean, we understand these challenges, which is why we’ve created the Clean Beauty Awards—an annual program designed to highlight the top-performing clean beauty products that don’t just look good on paper, but actually deliver results. This isn’t about who has the biggest budget or the most ads; it’s about real performance. The evaluationa nd ranking process is grounded in rigor and authenticity, with almost 100 clean beauty experts evaluating products based on their true performance, not marketing claims.

In this post, let’s look behind the scenes of the Clean Beauty Awards Testing Process—showing you how the products are evaluated and ranked to determine the best performing products for the year.

Behind the Scenes: The Clean Beauty Awards Testing Process

At CertClean, we take product testing seriously. The Clean Beauty Awards are designed to not only highlight clean products but to elevate those that truly stand out in terms of performance. We believe in celebrating the best of the best—products that deliver exceptional results while meeting the highest safety standards. So, how do we determine which products make the cut? Here’s a behind-the-scenes look at the rigorous testing process that every product goes through.

Step 1: Product Assignment and Evaluation by Experts

Each product entered into the Clean Beauty Awards is assigned to three different judges, ensuring that it receives feedback from multiple perspectives. The judging panel is composed of clean beauty users, advocates, and content creators who have extensive experience in the clean beauty space. These judges are not just testers—they’re passionate advocates who understand what works and what doesn’t when it comes to clean beauty.

The judging period spans 3-4 months, giving each judge plenty of time to evaluate the products thoroughly. They use the products in their daily routines, providing insights that go beyond surface-level impressions. The testing process is paced to ensure that each product is given ample time to show its true performance, allowing for a more comprehensive and fair evaluation.

Step 2: Focus on Performance: Texture, Effectiveness, and Overall Experience

The testing criteria are straightforward and focused on product performance. Judges assess each product on key factors, such as:

• Effectiveness: Does the product deliver on its promises? Whether it’s improving skin hydration, reducing fine lines, or enhancing texture, we focus on real-world results.
• Texture: How does the product feel during and after application? Does it absorb well, or does it leave an uncomfortable residue? Is it too greasy, or just right?
• Scent: For products where fragrance is a factor, judges rate whether the scent is pleasant, overpowering, or neutral.
• Overall Experience: This takes into account packaging, ease of use, and how the product fits into a regular routine. Does it integrate well, or is it cumbersome to use?

The focus remains squarely on the performance of the product—not on sustainability or ingredient transparency, which are important but not part of the judging criteria for the awards. We want to know if the product works as promised and if it provides the best experience possible for the user.

Step 3: Pairwise Comparison for Ranking

Once the products have been tested, judges proceed to the pairwise comparison phase. This means they compare each product directly against others in the same category. For example, if Serum A consistently scores higher than Serum B across multiple judges, Serum A will rank higher.

This process is essential for ensuring that every product is evaluated in the context of others within its category. The goal is to ensure that the products that are truly outstanding, not just in isolation but in comparison to other top-tier products, rise to the top.

Step 4: Final Ranking and Winner Selection

After the pairwise comparisons, the algorithm compiles the results to establish the final rankings. Products that score consistently high across all judges and categories are shortlisted as finalists. If there is a tie or close scores, further discussions between judges take place to make sure the rankings reflect the true best-performing products.

Being named a finalist or winner is a major achievement. Finalists and winners are recognized as having reached the highest standard in product performance, and this recognition carries a lot of weight. Winning a Clean Beauty Award means that your product has been tested by real experts and proven to stand out from the competition.

Step 5: The Significance of Being a Participant, Finalist, or Winner

Entering the Clean Beauty Awards is more than just an opportunity to showcase your product—it’s a statement that your brand believes in the performance and quality of what you offer. Year after year, participants return because they know that being part of the Clean Beauty Awards is a testament to their product’s effectiveness.

For brands, being shortlisted as a finalist or winner of the Clean Beauty Awards is a huge recognition. It’s a symbol that your product has not only met high safety standards but also delivered on its promises, outshining other competitors in the process. Winners receive a Clean Beauty Awards winner badge, which they can proudly display on all marketing materials. This badge helps drive brand credibility, attract new customers, and generate media buzz.

Additionally, winners gain invaluable press exposure through press releases and collaborations, and the recognition can help open doors to new retail opportunities, potentially leading to placements in more stores. The Clean Beauty Awards not only celebrate products that work but also help build stronger connections between clean beauty brands and the consumers who trust them.

Why This Matters

The Clean Beauty Awards exist to help consumers navigate the overwhelming number of beauty products available on the market. The testing process is thorough and unbiased, ensuring that only the top-performing products are recognized. When you see the Clean Beauty Awards badge, you can trust that the product has been tested by experts and proven to deliver real, measurable results.

Explore the full list of Clean Beauty Awards 2025 finalists and winners to find your next favorite clean beauty product. We’ve got you covered head to toe.