Clean Beauty Collective: Legacy Leaders Who Paved the Way for Clean Beauty

Before clean beauty was trending, these brands were doing it from the ground up. The Legacy Leaders featured here have not only survived the test of time—they’ve shaped the very standards we follow today. With over a decade of experience, these pioneers have built communities, challenged outdated norms, and elevated clean beauty into a movement rooted in science, sustainability, and heart.

And they’re not just iconic in reputation—each one has entered the 10th Clean Beauty Awards, where their products are undergoing 90 days of testing by a panel of clean beauty advocates and industry experts.

Let’s meet the brands that helped build the path the industry now walks on.

1. Pure Heart Essentials

Years in the industry: 11
Pure Heart Essentials was inspired by founder Debbie’s journey as a health practitioner and mother. When her daughter developed early-onset puberty, Debbie discovered just how toxic many mainstream skincare products were. Determined to create safer options for her family, she launched a line of clean skincare, haircare, and body care products—ideal for sensitive skin and free of parabens, sulfates, phthalates, and artificial scents. Each product also uses eco-friendly packaging to minimize environmental impact.

2. RevealU Skincare

Years in the industry: 11
Founded by Lauri Smetona, who lives with Lupus, RevealU Skincare takes a mineral-rich, water-based approach to hydration and skin recovery. Through a proprietary process, the brand infuses ionized spring water with gold, silver, copper, magnesium, and more—offering a clean, holistic alternative to harsh, chemical-laden products. RevealU is designed for anyone seeking skincare that’s effective, gentle, and grounded in wellness.

3. Voodoo Makeup

Years in the industry: 12
Voodoo Makeup was created by Aimée Carr after battling persistent health issues that traditional beauty products couldn’t help. She formulated the first paleo-certified makeup using natural ingredients like coconut oil and shea butter—literally in a coffee grinder backstage at Couture Fashion Week. Today, her award-winning collection is vegan, allergen-free, and free from mycotoxins—proving that clean makeup can still deliver high performance.

4. Helena Lane Skincare

Years in the industry: 13
A former chef turned skincare founder, Helena Lane started her brand after personal struggles with eczema. With a decade of natural beauty industry experience in Europe and a move to Canada in 2009, she launched her namesake brand to fill the gap for truly clean, organic skincare. Her line first appeared in Whole Foods in 2012 and has since become a go-to for simple, effective skincare.

5. frecklefarm organics

Years in the industry: 14
Juliana, a pharmaceutical researcher turned wellness advocate, founded frecklefarm organics to blend organic skincare with spiritual alchemy. Using plant-based oils and essential oils designed to uplift mood and well-being, the brand delivers more than skincare—it’s a ritual for body, mind, and soul. Each formula is crafted with intention to inspire creativity, self-love, and healing.

6. Dr. Lipp

Years in the industry: 21
Dr. Lipp was born from a simple need: to find skincare that wouldn’t aggravate eczema. Founder Pontine Paus created a multitasking, 100% natural line that avoids harsh chemicals, fragrances, and fillers. Every product contains fewer than 10 ingredients, and the brand has since gained a cult following for its clean formulas and eco-conscious bioplastic packaging.

7. LaVigne Natural Skincare

Years in the industry: 22
Inspired by powerful botanicals from around the world, LaVigne was founded by Linda Zaurrini to create effective, natural skincare. Her discovery of Tepezcohuite, the “skin tree” used by Mayans, led to the creation of Mayan Magic Balm, now the brand’s signature product. With over 25 clean, performance-driven formulas, LaVigne blends ancient remedies with modern needs.

8. Meadow Bee

Years in the industry: 22
Meadow Bee began as a solution for someone recovering from a stroke who needed a non-spray, cream-based deodorant. That formula grew into a line of natural, plastic-free deodorants that work without irritation, residue, or waste. Loved for their cute bee bars and versatility, Meadow Bee products offer functionality, skin-friendliness, and planet-positive packaging.

9. Lemongrass Spa

Years in the industry: 23
When founder Heidi Leist became pregnant, she started rethinking every product she used. Her curiosity led to making safe, clean products at home, eventually launching Lemongrass Spa. Known for its handcrafted approach and ingredient transparency, the brand has grown from kitchen experiments to a national clean beauty presence—all while remaining rooted in community.

10. Badger

Years in the industry: 30
What started as a healing balm for a carpenter’s cracked hands became one of clean beauty’s earliest pioneers. Family-owned and operated since 1995, Badger continues to manufacture USDA organic skincare and wellness products with sustainability, transparency, and integrity. Now led by co-CEO sisters, the brand remains a North Star for mission-driven clean beauty.

11. Dr. Alkaitis Organics

Years in the industry: 30
Dr. Alkaitis Organics was created by chemist and molecular biologist Dr. Saulius Alkaitis to provide raw, edible, holistic skincare safe enough for his own family. His formulations use adaptogenic, biodynamic, and living ingredients that work in harmony with the skin. Today, his daughter Trish continues the legacy—keeping the brand’s commitment to purity, science, and whole-body wellness alive.

12. Trillium Herbal Company

Years in the industry: 31
Trillium was founded by a former attorney who left the courtroom to empower women through wellness. One of the first skincare brands to earn USDA Organic certification, Trillium’s mission has always been about self-care as a form of self-empowerment. With over 30 years of advocacy and formulation behind it, the brand remains a clean beauty changemaker.

13. Peak Scents

Years in the industry: 32
Peak Scents was launched by herbalist DeeAnn Tracy, who saw a need for whole-plant skincare without synthetic additives. Rooted in Arizona and inspired by nature, the brand remains true to its origin—offering formulas that heal, hydrate, and respect both people and the planet.

14. Kuumba Made

Years in the industry: 45
Founded by herbalist Denise “Kuumba” Piazza in 1980, Kuumba Made is known for its alcohol-free botanical perfumes and nourishing body care. Crafted in small batches in the Sonoran Desert, the brand has grown into a trusted name in clean beauty—never straying from its commitment to purity, sustainability, and handmade integrity.

15. Morrocco Method

Years in the industry: 50+
Morrocco Method was founded by Anthony Morrocco after seeing the damage caused by synthetic hair products in high-end salons. Drawing on global hair care traditions, he created a line of raw, vegan, paleo hair care that remains 100% natural to this day. With over 50 years of history, the brand continues to lead by example.

Looking Back—and Moving Forward

Each of these brands has entered their products into the 10th Clean Beauty Awards, where they’re undergoing rigorous testing and expert evaluation. Their legacy isn’t just measured in years—it’s built on trust, results, and the enduring belief that clean beauty is both personal and powerful.

Missed the rest of the series? Catch up here:
🔹 Emerging Innovators: Redefining What’s Next →
🔹 Trailblazers: Raising the Standard Year After Year →