The Unfiltered Truth Behind Clean Beauty

I’ve spent years inside an industry that loves to sell promises. Promises of purity, of safety, of being “green” or “clean.” And yet, behind the glossy campaigns and clever packaging lies a very different truth: most of it is marketing spin.

“Clean beauty” is the biggest illusion the industry has ever sold. The FDA doesn’t regulate it. There’s no universal standard. Any brand can slap the word clean on a label, toss in a token natural ingredient, and fill the rest with toxins. Consumers buy it. Retailers stock it. And the cycle continues.

I’ve seen products labeled “reef-safe” that still contain chemicals proven to kill coral. I’ve seen “non-toxic” formulas that disrupt hormones. I’ve seen brands capitalize on consumer trust while quietly compromising health and the environment. And I’ve been told more than once to “tone it down” — to stop asking questions, to stop demanding accountability, to stop challenging the narrative.

But here’s the truth: I refuse.

EthoSun was born because I wouldn’t accept compromise  -  not for your skin, not for our oceans, not for our planet. I built this brand knowing it might ruffle feathers. Knowing it would mean saying out loud what others only whisper: that “clean beauty” is broken. That we deserve better.

EthoSun is not perfect — but it is uncompromising. Every formula is mineral-based, toxin-free, science-backed, and made with a singular promise: to protect what we cherish most. To put passion, purpose, and planet above empty marketing. To raise the bar when others keep lowering it.

This is my unfiltered truth: the beauty industry doesn’t need more buzzwords. It needs honesty. It needs courage. It needs brands willing to stand in the fire for what’s right.

And that’s exactly why EthoSun exists.

~ Stay Beautiful

Sarah Miller. CEO & Founder, EthoSun