What exactly is clean beauty?
The term is everywhere, but it has no official definition: each brand sets its own criteria. Broadly speaking, clean beauty is based on pared-down formulas that leave out ingredients considered controversial (certain preservatives, silicones, or microplastics, for example), on transparency of composition, and on attention to environmental impact.
In practical terms, a clean makeup remover will rely on plant-based oils rather than mineral oils, and a cream on a gentle preservative rather than synthetic fragrances.
Note: clean does not mean organic, nor 100% natural. A clean formula can contain synthetic active ingredients, as long as they are considered safe and useful.
A balance between effectiveness and safety
In 2013, Juliette Lévy opened her first store on Rue de Tournon in Paris, in response to the sector’s lack of transparency. The brand defines its clean beauty as a balance between formula effectiveness, ingredient safety, and the brands’ eco-responsible commitment.
On the shelves, you’ll find Tata Harper, Susanne Kaufmann, Ilia, and Rudolph Care. The company also became a mission-driven company and then was certified B Corp.
Oh My Cream Skincare, the three-step routine
In 2017, the retailer launches its own brand, made in France. An effective routine can be gentle and natural:
- The double cleanse: the Cleansing Balm, the brand’s iconic product, has a melting texture that transforms into oil, with a natural coconut scent. It is followed by the Cleansing Jelly, soap-free, with honey and coconut extracts, for combination to oily skin, or the Cleansing Emulsion for dry and sensitive skin.
- Exfoliation: the Exfoliating Powder refines skin texture.
- Hydration: the Universal Cream combines apricot oil, squalane, and hyaluronic acid. The Hydrating Milk, for dry skin, brings together coconut and sweet almond oils, 2% niacinamide, and oats. In anti-aging care, the Plumping Cream focuses on hyaluronic acid, vitamin C, and bakuchiol.
A store designed as a place for advice
From the start, advice has been central. Several stores offer a free skin diagnosis of about half an hour to build a routine tailored to each person. There, you can discover the textures, compare them, and ask your questions without pressure. The teams also provide in-cabin treatments and masterclasses.
Online, support continues, with personalized advice and samples upon request.
Supplements, a logical next step
For the retailer, beautiful skin depends on a global balance between skincare, nutrition, and lifestyle. Oh My Cream therefore acquired Combeau in 2023, a French supplement brand founded by Erika Fogeiro.
Oh My Cream Skincare Repulping Supplement combines ceramides and hyaluronic acid, at a rate of one capsule per day. At Combeau, L’Essentiel Peau brings together seven active ingredients. When it comes to hair, we look at the formula: zinc and selenium help maintain normal hair, biotin and zinc help maintain normal skin, and vitamin C contributes to normal collagen formation to help ensure the normal function of the skin.
