Clean Beauty Collective: Trailblazers Who Are Raising the Standard, Year After Year

The clean beauty landscape has changed dramatically over the last decade—and the Trailblazers featured here have been at the heart of that evolution. With 5 to 10 years of dedication, they’ve grown beyond the startup stage, built trust with customers, and consistently pushed the boundaries of performance, ethics, and sustainability.

These brands have weathered trends, refined their products, and stayed true to their mission. And their impact hasn’t gone unnoticed. Each one entered the 10th Clean Beauty Awards, where their products are now undergoing 90 days of testing by a judging panel of clean beauty advocates and industry experts.

Let’s meet the brands setting new standards for clean beauty.

1. Nuthatch Naturals

Years in the industry: 5
Nuthatch Naturals was born from a mother’s need to create a gentler solution for her daughter’s persistent skin rash. Today, it offers USDA Certified 100% plant-based routines that make clean, family-safe skincare accessible and effective.

2. ästhetik skincare

Years in the industry: 5
Founded by Alexis Pfropper and her mother, ästhetik skincare combines science-backed results with ethical sourcing and cruelty-free formulas. Built from a frustration with filler-heavy products, the brand now stands for clean, effective skincare with integrity.

3. Natural AWA

Years in the industry: 5
Natural AWA celebrates African beauty rituals and sources its ingredients through fair trade with women producers. Their sustainable packaging and empowering mission help customers embrace their authenticity, inside and out.

4. This Is It. Beauty

Years in the industry: 5
This Is It. bridges the gap between luxury skincare and ingredient integrity. Gender-inclusive and science-driven, the brand proves that indulgent formulas can also be clean, effective, and sustainably made—without compromise.

5. Wild Heart Essentials

Years in the industry: 5
Founded by a mother whose daughter has a gene mutation affecting detoxification, Wild Heart Essentials is rooted in transparency, purity, and a commitment to traceable, locally sourced ingredients that nourish both skin and spirit.

6. Balcony Botanicals

Years in the industry: 5
Built from a lavender farm in the Colorado Rockies, Balcony Botanicals crafts eco-conscious body care using organically grown herbs and spring water. The brand reflects the founder’s deep commitment to sustainability and climate-adapted skincare.

7. Veriphy Skincare

Years in the industry: 6
Veriphy merges biotech innovation with clean ingredients, creating science-backed skincare that empowers women in STEM. Their formulas are effective, ethical, and transparent—showing what happens when science meets sustainability.

8. Dianne Caine Australia

Years in the industry: 7
After a personal tragedy, Dianne Caine Australia was relaunched with a renewed purpose: to offer clean skincare and haircare that heals. Family-owned and compassion-led, the brand is rooted in resilience and natural care.

9. Jessica Wellness Skincare

Years in the industry: 7
Created by a psychologist and holistic health coach, Jessica Wellness blends skincare with hormonal and emotional well-being. From small-batch production to wellness education, the brand supports women from the inside out.

10. Glomalin

Years in the industry: 8
Glomalin was born from a family’s journey through cancer and holistic healing. With roots in organic living and nutrition, the brand offers clean, functional skincare crafted from necessity, experience, and love.

11. Kaelen Harwell

Years in the industry: 9
Developed for an aesthetics school, Kaelen Harwell blends professional skincare quality with environmental values. It’s a brand that delivers performance while staying grounded in eco-conscious principles.

12. Auvê Beauty

Years in the industry: 9
Auvê Beauty is where Guyanese botanical tradition meets cosmetic chemistry. With a focus on education, clean ingredients, and radiance-boosting formulas, the brand helps consumers understand their skincare—and get results.

13. Bona Dea Naturals

Years in the industry: 9
Bona Dea Naturals began with a personal quest for natural feminine care that works. With clinically tested sprays and botanically driven formulas, it offers effective, non-toxic solutions rooted in science and traditional healing.

14. Auratherapy

Years in the industry: 10
Formerly Adoratherapy, Auratherapy evolved from essential oil perfumes into a holistic wellness brand that blends mood-shifting scents with chakra and aura diagnostics. It’s a fragrance experience designed to heal, not just smell good.

15. Lhamour

Years in the industry: 10
Rooted in Mongolian traditions and sustainability, Lhamour empowers local communities while creating natural, effective skincare. Their farm-to-face approach and commitment to education make them leaders in purpose-driven beauty.

Each brand listed here has entered their standout products into the 10th Clean Beauty Awards, where submissions are undergoing 90 days of rigorous testing by a panel of clean beauty advocates and industry experts. These Trailblazers have earned their place—not just by staying in the game, but by continuing to lead it.

Next, we’ll spotlight the Legacy Leaders—brands with over a decade of experience that have helped define what clean beauty means today. These pioneers paved the way, and they’re still setting the pace.