The Dirty Truth About “Clean” and “Reef-Safe” Beauty

In today’s beauty market, “clean,” “reef-safe,” and “eco-friendly” have become some of the most overused and least regulated terms. Without clear definitions or enforcement, these buzzwords can mislead consumers into believing products are safer than they truly are. This practice—known as greenwashing—is one of the beauty industry’s most persistent challenges, and the stakes are high.

Scientific studies have shown that certain commonly used sunscreen ingredients, such as oxybenzone and octinoxate, contribute to coral bleaching, disrupt marine ecosystems, and may impact human hormone function. Yet these chemicals remain widely available, even in products marketed as “reef-safe" or reef-safer."  We also need to ask: What about the other 12 toxic chemicals still allowed in many markets? Why are certain sunscreen companies claiming to be “reef-safer” while using undisclosed “boosters” in their formulas—ingredients that may be harmful but are hidden under the guise of “proprietary” blends or contract manufacturer confidentiality?

True reef-safe and clean formulations start with strict ingredient standards. This means eliminating substances known to cause harm—not just to reefs, but to human health. The concerns go far beyond SPF actives and include synthetic fragrances, parabens, triclosan, and certain preservatives and UV filters.

Equally important is the choice of what goes in. Non-nano zinc oxide remains one of the most effective and well-researched UV filters, offering broad-spectrum protection without harming marine life. Combined with bioactive botanicals, mineral-based sunscreens can protect skin, support the skin barrier, and reduce inflammation—all without environmental compromise.

Consumers should also understand why paying a little more for medical-grade formulations can be worth it. Most sunscreens and skincare products contain only 15–25% active ingredients—the rest are inexpensive fillers that don’t contribute to skin health and may even undermine it. Medical-grade or ethically formulated products often have higher concentrations of actives, higher-quality base ingredients, and more rigorous testing, meaning better results for your skin and a lower environmental impact.

Transparency is another cornerstone of clean beauty done right. Brands committed to authenticity publish full ingredient lists, disclose sourcing and manufacturing practices, and design packaging with sustainability in mind. This level of accountability not only builds consumer trust but also sets a higher bar for the industry.

As the clean beauty market continues to expand, so does the risk of misinformation. Retailers, brands, and regulatory bodies have a shared responsibility to educate consumers, push for clearer standards, and hold companies accountable for misleading claims.

Clean beauty isn’t about following a trend—it’s about establishing a lasting standard where skin health, environmental protection, and product efficacy are equally prioritized. Consumers shouldn’t have to choose between them.

Truth matters. Transparency matters. The planet matters.  And so does your skin.

Sun Responsibly,

Sarah Miller, CEO & Founder, EthoSun