Editorial

The demand for “clean” beauty has largely been driven by consumers wanting products free of harmful ingredients, though expectations have continued to widen to include animal welfare and environmental sustainability. With limited government regulation, beauty retailers have risen to meet this demand, making it easier for customers to identify “clean” ingredient lists despite the lack of a unified industry definition. I was curious to compare Clean at Sephora, Ulta’s Conscious Beauty, and Credo’s Clean Standard to better understand their similarities and differences. While appreciative of these beauty retailers for establishing clearer guidelines, it felt important to understand the fine print to recommend products more thoughtfully. I am not a doctor, and this is just general research on ingredients and concerns. Many ingredients are also avoided out of precaution, so always do your own research before jumping to conclusions. Clean Beauty Consensus These are the ingredients prohibited by all three standards: Benzophenone, -1, -2, & -3 (Oxybenzone): A group of UV-absorbing chemicals used in sunscreens and protective cosmetics. The primary concerns include endocrine disruption, skin irritation, allergies, and environmental harm. BHA (Butylated Hydroxyanisole): A synthetic antioxidant primarily used in oils and fragrances to prevent oxidation and extend shelf life. The main health concerns include types of cancer, endocrine disruption, skin irritation, and allergies. MCI (Methylchloroisothiazolinone) & MIT (Methylisothiazolinone): A pair of synthetic preservatives primarily used in rinse-off products to prevent bacteria and mold. The main health concerns include skin irritation and allergies. Octinoxate: A chemical UVB filter used in sunscreens and protective cosmetics. The primary concerns include endocrine disruption and environmental harm. Parabens: A family of preservative chemicals primarily used in water-based products to prevent mold and bacteria. The main health concerns include reproductive/developmental toxicity and endocrine disruption. Perfluorinated Compounds (PFAS & PFC): A family of fluorinated chemicals used to create water resistance, slip, and long-wear durability. The primary concerns include reproductive/developmental toxicity, types of cancer, endocrine disruption, and environmental harm (forever chemicals). Phthalates: A family of synthetic chemicals used as plasticizers for fragrance longevity. The main health concerns include reproductive/developmental toxicity and endocrine disruption. Resorcinol: A synthetic chemical primarily used in hair dyes and acne treatments. The main health concerns include endocrine disruption, skin irritation, and allergies. Sodium Laureth Sulfate (SLES): A foaming cleanser primarily used in shampoos, body washes, and cleansers to create lather. The main health concerns include types of cancer and skin irritation from manufacturing contamination (see ethoxylated ingredients). Regulated Ingredients Consensus These are the ingredients regulated by all three standards in varying ways: Aluminum (Compounds, Powder, Salt): A lightweight metal primarily used in antiperspirants and color cosmetics. The main health concerns include inhalation and skin sensitivity, depending on water solubility and pH. Sephora prohibits soluble aluminum salts. Ulta prohibits aluminum compounds in loose powder, dry shampoos, and antiperspirants. They prohibit aluminum powder in lip products, loose powder, dry shampoos, and antiperspirants. They prohibit aluminum salts in antiperspirants, loose powder, and dry shampoos. Credo prohibits aluminum powder, but allows certain aluminum compounds (like aluminum oxide & aluminum hydroxide) as functional ingredients. BHT (Butylated Hydroxytoluene): A synthetic antioxidant primarily used in oils and fragrances to maintain product stability and extend shelf life. The main health concerns include endocrine disruption and skin irritation. Sephora limits to less than 0.1% as incidental (cannot be intentionally added). Ulta limits use to .05% or less. Credo prohibits BHT. Colorants & Black Pigments (Carbon Black/Black 2 & Black 3): A group of ingredients that give makeup its pigment. The main health concerns include inhalation due to particle size (see nanomaterials) and heavy metal contamination. Sephora adheres to EU Regulation 1223/2009, which allows carbon black in nanoparticle form at less than 10% of the total formula. Ulta prohibits Black 3. They limit uses for carbon black if EU & FDA purity requirements are met. They also prohibit nanoparticle applications that could lead to inhalation. Credo allows natural, naturally-derived, and synthetic colorants in color cosmetics. They advise brands to control for heavy metal contamination and avoid unethical suppliers. They also advise brands to avoid nanoparticle applications that could lead to inhalation. Cyclotetrasiloxane (D4): A cyclic silicone primarily used in skin and hair products to create a smooth, silky feel with easy distribution. The primary concerns include reproductive/developmental toxicity, endocrine disruption, and environmental harm. Sephora limits to less than 0.1% as an unavoidable impurity (cannot be intentionally added). Ulta prohibits. Credo prohibits. Ethanolamines (MEA, DEA & TEA): A family of chemicals primarily used in shampoos, cleansers, lotions, and hair dyes as emulsifiers, foaming agents, or pH adjusters. The main health concerns include skin irritation and nitrosamine contamination. Sephora prohibits. Ulta limits TEA (Triethanolamine) to less than 2.5%, and notes that DEA (Diethanolamine) & MEA (Monoethanolamine) are not intentionally added. Credo prohibits. Ethoxylated Ingredients, Ethylene Oxide & 1,4-Dioxane: Ethoxylated ingredients are a group of chemicals made with ethylene oxide, and 1,4-dioxane can be a byproduct of their manufacture. The main health concerns include types of cancer from ethylene oxide and 1,4-dioxane contamination. Sephora restricts lip products to less than 2ppm ethylene oxide, and remaining products to less than 7ppm. 1,4-dioxane must be less than 10 ppm in rinse-off products and less than 3 ppm in leave-on products. Ulta restricts lip products to less than 2ppm ethylene oxide, and remaining products to less than 7ppm. 1,4-dioxane must be less than 10 ppm in finished products and less than 3 ppm in leave-on products. Credo prohibits certain ethoxylated ingredients and restricts them as a class, with the exception of phenoxyethanol and additional chemical classes with known sustainability benefits. Formaldehyde & Formaldehyde Donors: A group of preservatives used to prevent microbial growth and extend shelf life. The main health concerns include types of cancer and skin irritation. Sephora prohibits formaldehyde and is unclear regarding formaldehyde donors. Ulta prohibits formaldehyde donors and notes that formaldehyde is not intentionally added. Credo prohibits formaldehyde and formaldehyde donors. Fragrance: A blend of natural and/or synthetic ingredients used for scent profile. The main health concerns include skin irritation and allergies due to a lack of transparency, as product fragrance can encompass many ingredients. Sephora allows fragrances that meet clean standards, comply with IFRA standards, and list fragrance allergens according to EU regulation. They limit synthetic fragrance to less than 1% of the total formula and encourage full ingredient disclosure down to 100 ppm. Ulta complies with EU Regulation and IFRA standards. Credo allows both natural and synthetic fragrances that meet clean standards, requiring fragrance category disclosure. They encourage full ingredient disclosure to improve fragrance transparency. Heavy Metals (Lead, Mercury, Arsenic, Cadmium, Chromium, Nickel): A group of trace metals that can appear as unintended impurities in pigments and mineral-based raw materials (not intentionally added). The main health concerns include toxicity and long-term accumulation. Sephora limits lead and lead acetate to less than 0.5 ppm for lip products and less than 10 ppm for remaining products. They limit mercury and mercury compounds (thimerosal) to less than 1 ppm. They also restrict impurities, including arsenic to 47 ppm, cadmium to 17 ppm, and chromium VI to 8 ppm. Ulta notes heavy metals are not intentionally added and sets impurity limits in finished products. They note thimerosal is not currently used due to Prop 65, and lead acetate is regulated by the FDA for use in hair dyes, requiring a caution statement on product labels. Credo expects brands to meet the minimums set by the FDA and provide test results for colorants. Hydroquinone: A skin-lightening agent that reduces melanin production to treat hyperpigmentation and fade dark spots. The main health concerns include types of cancer and skin irritation. Sephora prohibits. Ulta notes this ingredient is not intentionally added. Credo prohibits. Methyl Cellosolve (2-Methoxyethanol): A hazardous solvent and fragrance ingredient. The main health concerns include reproductive/developmental toxicity and skin irritation. Sephora prohibits. Ulta notes this ingredient is not intentionally added. Credo prohibits. Mineral Oil, Petrolatum, and Paraffin: A group of petroleum-derived ingredients that seal in hydration, smooth skin, and improve texture. The primary concerns include types of cancer, skin irritation, and allergies from Polyaromatic Hydrocarbons (PAH) contamination, alongside environmental harm. Sephora prohibits. Ulta requires pharmaceutical-level purity. Credo requires brands to obtain a certification of analysis on contamination risks. Nanomaterials: A group of natural or synthetic ingredients made of extremely small particles (from 1–100 nanometers) used to improve UV protection, texture, spreadability, and pigment performance. The primary concerns include inhalation and environmental harm. Sephora adheres to EU Regulation 1223/2009 (including MBBT, titanium dioxide, TBPT, zinc oxide, and carbon black). Ulta prohibits usages that could be inhaled, including sprays and loose powders (such as zinc oxide). Credo prohibits usages that could be inhaled, including sprays and loose powders (such as zinc and titanium dioxide). They also ask brands to avoid introducing new nanoparticles that lack long-term safety or environmental data. Phenoxyethanol: A synthetic preservative used primarily in water-based products to prevent bacteria and mold. The main health concerns include skin irritation and allergies. Sephora, Ulta, and Credo all restrict to less than 1% of the total formula, which the EU Scientific Committee on Consumer Safety published as a safe limit. Retinol & Retinyl Palmitate: A pair of Vitamin A derivatives used in skincare to support cell turnover, improve texture, help with acne, and soften the look of fine lines. The main health concerns include increased sun sensitivity and skin irritation. Sephora prohibits retinyl palmitate. Ulta limits the use of retinol within products and notes that trace amounts may be found below the regulated standard. Credo notes little concern about retinyl palmitate in night creams. Talc: An absorbent, oil-controlling mineral primarily used in powders and color cosmetics to improve slip, texture, and provide a matte finish. The main health concerns include types of cancer and skin irritation due to asbestos contamination. Sephora allows verified asbestos-free talc. Ulta allows verified asbestos-free talc. Credo allows verified asbestos-free talc and prohibits talcum body powder due to inhalation or perineal risk. Toluene: A solvent primarily used in nail products and hair dyes to help formulas apply smoothly and suspend pigment. The main health concerns include reproductive/developmental toxicity and skin irritation. Sephora prohibits. Ulta notes this ingredient is not intentionally added. Credo prohibits. Triclocarban & Triclosan: A pair of antibacterial agents primarily used in soaps and personal care products to extend shelf life. The primary concerns include endocrine disruption and environmental harm. Sephora prohibits. Ulta notes that triclosan and triclocarban are not intentionally added. Credo prohibits. Clean at Sephora Additional Ingredients These are the ingredients regulated by Sephora, but not Ulta or Credo: Acetone. A fast-evaporating solvent primarily used to dissolve and remove nail polish. The main health concerns include inhalation and skin irritation. Sephora prohibits. Benzene: A petroleum-related chemical that can arise as trace residuals, primarily in aerosol sprays and benzoyl peroxide acne treatments, through manufacturing or product degradation (not an intentional ingredient). The main health concerns include types of cancer from benzene contamination. Sephora limits to 1 ppm as trace residuals (cannot be intentionally added). Bisphenol A (BPA): A chemical used to make types of plastic that can contaminate a formula through packaging (not an intentional ingredient). The main health concerns include hormone disruption, skin irritation, and allergies from BPA contamination. Sephora prohibits Coal Tar: A thick, dark mixture made from coal processing that has been used historically in hair dyes and scalp treatments. The main health concerns include types of cancer, skin irritation, and allergies from Polyaromatic Hydrocarbon (PAH) contamination. Sephora prohibits Methylene Chloride: A strong industrial solvent used to dissolve materials. The main health concerns include types of cancer, skin irritation, and allergies. Sephora prohibits. Ulta’s Conscious Beauty Additional Ingredients These are the ingredients regulated by Ulta, but not Sephora or Credo: Alkylphenols & Alkylphenol Ethoxylates (APEs): A group of surfactant-related chemicals used to help products clean, foam, and emulsify. The primary concerns include hormone disruption and environmental harm. Ulta prohibits. Benzyl Alcohol: A preservative and solvent that can naturally occur in essential oils, used to keep products microbe-free and support fragrance formulas. The main health concerns include skin irritation and allergies. Ulta restricts to less than 1% of the total formula. Dioxin: A group of toxic industrial pollutants that can appear as a trace contaminant in certain raw materials (not an intentional ingredient). The main health concerns include reproductive/developmental toxicity, types of cancer, and endocrine disruption. Ulta restricts to less than 2 ppt. Ethylhexyl Ethylhexanoate: A synthetic emollient primarily used in lotions, makeup, and sunscreens to improve slip, spreadability, and lightweight feel. The main health concerns include reproductive/developmental toxicity and skin irritation. Ulta notes ethylhexyl ethylhexanoate is not intentionally added. Latex: A natural rubber material primarily used in eyelash adhesives. The main health concerns include skin irritation and allergies. Ulta prohibits. Phenylenediamine (PPD), Salts & Derivatives: A group of hair-dye ingredients used to create long-lasting color in many oxidative hair color formulas. The main health concerns include skin irritation and allergies. Ulta prohibits. Polyethylene, Polypropylene & Polystyrene Microbeads: A group of microscopic plastic beads primarily used in exfoliating products to create a scrub. The primary concern is environmental harm. Ulta prohibits in rinse-off products. Absent Ingredients These are the ingredients regulated by Sephora and Credo, but not Ulta: Benzalkonium Chloride: A quaternary ammonium compound used as an antimicrobial active ingredient or antistatic agent. The main health concerns include skin irritation and allergies. Sephora restricts to less than 0.1% of the total formula. Credo prohibits quaternary ammonium compounds, including benzalkonium chloride as a preservative, but allows it as an antistatic agent. Octocrylene: A chemical UV filter used in sunscreens and protective cosmetics. The primary concerns include skin irritation, allergies, and environmental harm. Sephora prohibits. Credo had a broad chemical sunscreen ban. EDTA: A chelating agent used to keep products stable, improve performance in hard water, and help preservatives work more effectively. The primary concern is environmental harm. Sephora prohibits. Credo prohibits. Cyclopentasiloxane (D5) & Cyclohexasiloxane (D6): A pair of cyclic silicones primarily used in skin and hair products to create quick-drying, lightweight, silky slip. The primary concerns include reproductive/developmental toxicity, endocrine disruption, and environmental harm. Sephora limits to less than 0.1% as an unavoidable impurity (cannot be intentionally added). Credo prohibits. Nitromusks & Polycyclic Musks: Two families of synthetic musk fragrance chemicals used to create a scent profile and make fragrance last longer. The primary concerns include endocrine disruption and environmental harm. Sephora prohibits. Ulta doesn’t address these ingredients specifically, but adheres to EU Regulation and International Fragrance Research Association (IFRA) standards. Credo prohibits. Credo’s Clean Standards Additional Ingredients These ingredients are regulated by Credo, but not Sephora or Ulta: Animal-Derived Ingredients: A group of ingredients from animals and byproducts primarily used for moisturizing, texture, pigment, or conditioning. The primary concerns include animal welfare and ethical practices. Credo prohibits animal musks, animal fats, and animal-derived ingredients, with the exception of cholesterol, lactose, lanolin, and keratin. Bee Products (Beeswax, Honey, Pollen & Propolis): A group of ingredients made by bees that show up in skincare and lip products for different benefits. The primary concerns include ethical practices and environmental harm. Credo asks brands to ensure ingredient supplies treat bees humanely. They also prohibit the use of royal jelly and neonicotinoids. Carmine (Cochineal, Cochineal Extract, Crimson Lake, or Carmine Lake, Natural Red 4 C.I. 75470): A deep red pigment made of crushed cochineal insects, primarily used in lipstick, blush, and tinted products to create color. The primary concern includes ethical practices. Credo permits if clearly indicated on an ingredient label. Chemical Sunscreens: A type of sunscreen that uses carbon-based UV filters to absorb UV rays and dissipate them as heat. The primary concerns include endocrine disruption, skin irritation, allergies, and environmental harm in specific UV filters. Sephora prohibits benzophenone, -1, -2, oxybenzone, octinoxate, and octocrylene. Ulta prohibits benzophenone, -1, -2, oxybenzone, and octinoxate. Credo prohibits the entire category out of precaution. Japanese Honeysuckle: A plant extract used as a preservative or preservative-supporting ingredient in natural formulas. The primary concern is that the chemical structure is similar to that of a paraben and may therefore behave similarly. Credo encourages brands to avoid it out of precaution. Mica: A mineral primarily used in eyeshadow, highlighter, and bronzer to add shimmer and glow. The primary concern is child labor within the supply chain. Credo joined The Responsible Mica Initiative (RMI), committing to using responsible sourcing practices to eradicate child labor and improve the livelihood of communities within compliant and legal mica supply chains. Palm Oil & Palm-Derived Ingredients: A group of versatile ingredients derived from palm fruit used as moisturizing agents, emulsifiers, and surfactants. The primary concern is unsustainable deforestation. Credo is working to increase the demand for sustainable palm. Absent Ingredients These are the ingredients regulated by Sephora and Ulta, but not Credo: Acetaldehyde: A synthetic fragrance ingredient used to stabilize scent profiles. The main health concerns include types of cancer and skin irritation. Sephora prohibits. Ulta prohibits. Acetonitrile: A strong solvent primarily used in nail products and fragrances to dissolve ingredients. The main health concerns include inhalation and skin irritation. Sephora prohibits. Ulta prohibits. Acrylates: A family of ingredients primarily used in nail polish, lash adhesives, and long-wear makeup to create film, adhesion, and durability. The main health concerns include skin irritation and allergies. Sephora prohibits ethyl acrylate, ethyl methacrylate, butyl methacrylate, methyl methacrylate, hydroxypropyl methacrylate, tetrahydrofurfuryl methacrylate, trimethylolpropane trimethacrylate. They restrict acrylic acid to less than 250 ppm, methylmethacrylate to less than 150 ppm, and total monomers to less than 250 ppm. Ulta prohibits. Butoxyethanol: A synthetic solvent primarily used in nail products and fragrances to dissolve ingredients. The main health concerns include inhalation and skin irritation. Sephora prohibits. Ulta prohibits. Polyacrylamide & Acrylamide: Polyacrylamide is a synthetic ingredient used to create a smooth texture or film in products, and acrylamide can be a residual impurity. The main health concerns include toxicity and types of cancer from residual acrylamide (not an intentional ingredient). Sephora restricts residual acrylamide to EU impurity limits (Annex III/66) with leave-on body products to 0.1 ppm and remaining products to 0.5 ppm. Ulta notes acrylamide is not intentionally added. Sodium Lauryl Sulfate (SLS): A foaming surfactant primarily used in shampoos, cleansers, and body washes to lift oil and dirt and create lather. The main health concerns include skin irritation and allergies. Sephora prohibits. Ulta prohibits. Styrene: A solvent-type chemical that can arise primarily in nail and adhesive-style products as trace residuals through manufacturing (not an intentional ingredient). The main health concerns include types of cancer and skin irritation. Sephora prohibits. Ulta prohibits alongside styrene oxide. I’d love to hear your thoughts and favorite clean beauty brands! Drop them in the comments below, and don’t forget to subscribe for more content on responsible business and intentional consumption.

Many of us know to invest in quality items, but it isn’t always obvious which garments can be worn, washed, and lived with over time. It’s easy to fall in love with a design or silhouette, but more often than not, it’s the fibers and materials that quietly decide whether a clothing item will last a season or a decade. It’s become increasingly important to understand the materials behind an item as planned obsolescence becomes a more prominent business strategy, negatively impacting both people and the planet. Often driven by the trend cycle, planned obsolescence involves intentionally designing products for a limited lifespan. While this is, first and foremost, a sustainability issue, it also fuels a consumption cycle that undermines quality, craftsmanship, and value. Materials provide valuable insights into both quality and environmental impact, most often classified as natural, semi-synthetic, or synthetic fibers or materials: Natural Fibers & Materials are derived from plants and animals. Natural fibers are often considered the crème de la crème of materials, supporting the skin microbiome through breathable, temperature-regulating fabrics. They soften with wear and develop character, becoming well-loved vintage pieces over time. Because they’re not derived from fossil fuels, natural fibers don’t shed microplastics through wear and washing. They’re preferable in many ways, and voluntary third-party certifications make it easier to identify organic materials and humane animal welfare. Natural fibers are a thoughtful place to start when shopping more intentionally, beginning with the most common natural fibers and materials below: Alpaca is a soft, warm, lightweight, and naturally hypoallergenic fiber. The Responsible Alpaca Standard (RAS) is a third-party certification developed by the Textile Exchange to improve animal welfare and land management. The Global Organic Textile Standard (GOTS) verifies high environmental and social standards throughout the supply chain, including chemical restrictions, wastewater treatment, and worker protections. Cashmere is a soft and insulating fiber derived from goat hair. The Good Cashmere Standard (GCS) is a third-party certification developed by Aid by Trade Foundation to improve animal welfare, working conditions, and environmental protection. Cotton is a breathable, soft, and versatile plant-based fiber. The Global Organic Textile Standard (GOTS) verifies high environmental and social standards throughout the supply chain, including chemical restrictions, wastewater treatment, and worker protections. The Regenerative Organic Certified (ROC) is a third-party certification developed by the Regenerative Organic Alliance to represent a high standard for soil health, land management, animal welfare, and worker fairness. Down is an insulating material derived from the underfeathers of ducks and/or geese. The Responsible Down Standard (RDS) is a third-party certification developed by the Textile Exchange to improve animal welfare and prohibit live plucking. Leather is a durable material made from animal hide. The Leather Working Group (LWG) is a third-party certification developed by LWG Assurance Services to improve tannery-level environmental standards. Linen is a lightweight, breathable fiber derived from the flax plant. The Global Organic Textile Standard (GOTS) verifies high environmental and social standards throughout the supply chain, including chemical restrictions, wastewater treatment, and worker protections. The Regenerative Organic Certified (ROC) is a third-party certification developed by the Regenerative Organic Alliance to represent a high standard for soil health, land management, animal welfare, and worker fairness. Silk is a smooth, lightweight fiber derived from silkworm cocoons. The Global Organic Textile Standard (GOTS) verifies high environmental and social standards throughout the supply chain, including chemical restrictions, wastewater treatment, and worker protections. Straw is a natural plant material made from dried grasses or stalks. The Forest Stewardship Council (FSC) verifies that forest materials are sourced from responsibly managed forests that meet strict environmental, social, and economic standards. Suede is a soft, velvety leather made from the underside of animal hide. The Leather Working Group (LWG) is a third-party certification developed by LWG Assurance Services to improve tannery-level environmental standards. Wool is a warm, moisture-regulating fiber derived from sheep. The Responsible Wool Standard (RWS) is a third-party certification developed by the Textile Exchange to improve animal welfare and land management. The Global Organic Textile Standard (GOTS) verifies high environmental and social standards throughout the supply chain, including chemical restrictions, wastewater treatment, and worker protections. Semi-Synthetic Fibers are derived from natural plant cellulose. Semi-synthetic fibers begin as plants, most specifically natural cellulose, and are chemically processed to be spun into yarn. Cellulose molecules are strong and rigid, forming the structural framework of plant cell walls, so the chemicals are needed to reform and spin the fibers, unlike natural fibers like cotton or linen. Chemical processing can be performed in open-loop or closed-loop processes, which significantly affects environmental impact. Closed-loop processes are designed to recapture and reuse chemicals and treat and reintroduce wastewater, significantly reducing the amount that escapes into the soil, water, or air. Open-loop processes do not undergo this effort and thus have a greater environmental impact. Since closed-loop processes are preferred for minimal environmental impact, businesses have established trademarks to make their semi-synthetic fibers easier to identify, detailed alongside common semi-synthetic fibers below: They’re preferable in many ways, and voluntary third-party certifications make it easier to identify organic materials and humane animal welfare. Natural fibers are a thoughtful place to start when shopping more intentionally, beginning with the most common natural fibers and materials below: Acetate is a glossy, smooth fiber derived from wood pulp. Naia™ Acetate is produced by Eastman in a closed-loop process. Cupro is an alternative fiber to silk derived from cotton linters. Bemberg™ Cupro is produced by Asahi Kasei in a closed-loop process. Lyocell is a durable, breathable fiber derived from wood pulp. TENCEL™ Lyocell is produced by Lenzing in a closed-loop process. Modal is a soft, lightweight fiber derived from beechwood. TENCEL™ Modal is produced by Lenzing in a manufacturing process that recovers high chemical rates (not officially closed-loop). Rayon is a soft, breathable fiber often made in an open-loop process. Viscose is a type of rayon fiber that mimics the look & feel of silk. Synthetic Fibers & Materials are derived from fossil fuels. Synthetic fibers are often best avoided because they’re derived from petroleum, shedding microplastics when worn and washed. Still, an all-or-nothing approach isn’t always feasible, and an 80/20 balance between natural and synthetic fibers can feel less restrictive long-term. I wear synthetic activewear, opting for durable fibers that allow me to buy less, whereas my younger sister shops for trendy items secondhand. It’s a balance that varies by preference and lifestyle, as changing habits gradually is better than avoiding intentional consumption altogether. Just begin checking garment materials, and you’ll be shocked by how often you see these synthetic fibers: Acrylic is a lightweight plastic fiber that mimics the look & feel of wool. Elastane (Spandex) is a type of plastic fiber used to provide stretch. Faux Fur is an alternative to animal fur made from plastic fibers. Faux Leather is an alternative to animal leather made from plastic. Nylon is a type of plastic fiber used for durability and stretch. Polyester is a type of plastic fiber that is lightweight & wrinkle resistant. Sequins are plastic embellishments used for shine and texture. Thanks so much for reading, and don’t forget to subscribe for more content on responsible business and intentional consumption!

I’d been in a closet clean out for maybe four to six years of my life: constantly cleaning out my items to sell or donate, and buying more. I was introduced to the resale market back in high school selling an old homecoming dress. I wasn’t yet sentimental. I saw monetary value, and thus began a long cycle of closet clean outs & overconsumption. It’s not my proudest era, overconsumption doesn’t necessarily feel good, especially when your item becomes obsolete, but I became a more intentional consumer through indyxing my wardrobe. I began to understand my taste, outside of the constant advertising, and thankfully haven’t experienced buyers remorse in months. If you’re also interested in developing your personal taste to become a more intentional consumer, I present … indyxing your wardrobe and build a capsule wardrobe! (this is not sponsored) I approached this final closet clean out to end the years-long closet clean out in a similar way … by going through my closet. But instead of going straight for resale and donation items, pull your favorite, most feel myself in items. Upload these items to your closet in Indyx (free app with additional paid features), or group them together in your closet. You’re just going to want to keep these items together. I’ve found that it takes time to understand your style, so there is no rush in uploading your favorite items to the in-app closet. Next you’re going to upload capsule collection items (that you haven’t already), and add them to your in-app closet. This includes any timeless items that create a blank canvas for an outfit: any black, white, beige / brown tanks, tees (short-sleeve & long-sleeve, tighter & looser), black, white, beige / brown trousers, skirts (mini, midi, maxi), denim, etc. This can get pretty inclusive, especially when you think through different styles and seasons; focus on anything that would be easily reworn and works to connect items in an outfit. I call this your capsule wardrobe, and recommend styling just these items for two months to better understand silhouettes and quality craftsmanship. As you style in the app, you can view closet insights to see how often you wear an item, favorite materials, predicted cost per wear, etc. It can also feel productive to style future outfits for when you’re in a rush (especially over doom-scrolling). It’s actually easier to find your style with a limited amount of items, so you could always welcome a shopping break as you lean into your capsule wardrobe. If you’re skeptical, I’d highly recommend ‘The Art of Wearing It Again (and Again)’ from Hot Girls Save Money on how it was actually easier to get dressed, while packed into a suitcase. If you do implement a shopping break, you’ll have a moment to understand your closet gaps, so when you do buy, it’ll be more intentional. It’s also easier to stay true to your own taste when you go in with an idea of an item, especially over being pulled around by fast fashion and trends. I also love the ‘three-word method’ coined by Allison Bornstein, celebrity stylist and author of Wear It Well, which helps focus your personal style in three characteristics: practical, emotional, and aspirational. If you haven’t heard of the three word method, I loved this podcast interview by Marianna Hewett (co-founder of Summer Fridays), but I’ll explain my take on it below. Use the practical and emotional word to describe your capsule wardrobe upon styling your Indyx closet. You can be thoughtful because there are a lot of descriptive words, but the aspirational word requires a different brainstorm around inspiration. I’d use Pinterest to collect your favorite outfits and explore the aspirational emotions behind them, until one word takes focus and is intuitive enough to incorporate. You can use the three-word method as a consumption framework, but it also ensures you stay grounded in your capsule wardrobe, which makes aspirational obtainable. I found it was useful to brainstorm my own descriptive words, but I also enjoyed Stay Here's Substack article on using ChatGPT to jog your creativity. Holly Meredith Bossung in ‘The Art of Personal Taste’ explains taste as different than admiration, and as more of an intuition: "There are so many interiors, outfits, and objects I find beautiful. But that doesn’t mean they’re mine. That doesn’t mean they light me up in the way my taste does." Indyx is incredible for making it easier to understand your closet, and the three word method has made it fun to develop taste. You can also upload items in the app to style before purchase and confirm it works well in your closet. I’d also encourage getting creative and applying the three-word method across the entire style, beyond clothes, accessories, and shoes. I thought about my hair, the way I keep my nails, and my minimal makeup routine when choosing an emotional word for my capsule wardrobe. Slow down, and have fun as you develop your own taste! It’s meant to be fun, and Indyx was great for staying organized, accountable, and not overwhelmed. You won’t crave another closet clean-out once you build around a capsule wardrobe, but Poshmark is still a great option if I want to give an item another life. Pickle is another great option for renting items that are more occasional, and it’s easy to offer rentals as well, so all the more reason to invest in quality items! It’s meant to be a slow process, but I’ve already become more intentional about consumption since understanding my personal taste, and I thought I'd share the process. Thank for reading, and subscribe to the newsletter below!  

Dianna Cohen launched Crown Affair, an intentional haircare brand, in 2020 and has since become an inspirational entrepreneur to many, myself included. Crown Affair empowers consumers to redefine their relationship with haircare through simple, efficacious, non-toxic products alongside an educational community, implementing small rituals into moments of self-care. But she wasn’t an influencer with a built-in audience ready to support at launch; instead, she had built a steady career behind the scenes at a multitude of consumer goods brands that have influenced and impacted culture.¹ She was actually named to Forbes 30 Under 30 before launching the business for her expertise in brand marketing at high-growth consumer businesses.² Crown Affair is a culmination of all that experience, but high-growth start-up culture also informed her vision and philosophy. She didn’t chase growth at all costs. She built with an intention that takes time, weaving the brand ethos directly into the business. I was lucky enough to ask a few questions about her philosophy, as she was the first person I wanted to talk to about building the Steibel community. She built a brand where external values match internal culture, with care for the people who support it. I admire her commitment to that above all, and know this community will too! Intentional Consumption What does intentional consumption mean to you? “For me, that means fewer impulse buys and more thoughtful investments — a well-made brush, linen sheets, or a product that earns a permanent place in my ritual. It’s about valuing durability, usefulness, and how an object makes you feel over time, not just the moment you first see it. Intentional consumption is also ethical: knowing where something came from and that it was made responsibly matters just as much as how beautiful it is.” Sustainable Growth What’s your best advice for building intentionally while also pursuing business growth? “Clarity and boundaries are everything. You need to know not just what you want to be known for, but also what you’re willing to say no to in order to protect that vision. Growth can happen in a way that’s steady and deliberate — testing, learning, refining — without sacrificing the essence of why you started. My advice is to stay rooted in your north star, and let that guide the opportunities you pursue and the ones you let pass by.” Sustainability How do you think about sustainability across products, people, and the planet? “At Crown Affair, sustainability is about building thoughtfully at every level. We create products designed to last — from durable tools to formulas in recyclable packaging — so that our community isn’t constantly replacing or discarding. It’s also about the people behind the work: we care deeply about the partners we choose, the artisans and manufacturers who make our products, and the long-term health of the communities we touch.” Creativity & Inspiration When your creativity needs a spark, where do you turn for inspiration? “I go where the senses wake up: museums, quiet mornings by the water, or wandering in cities I love. Japan always resets me — the attention to craft and quiet design there is endlessly generative — and time in places like Boulder or the desert gives me a different kind of clarity, a reminder to simplify. I also return to collage, journaling, and my Substack; putting images and words next to each other often surfaces my next, small experiment.” Inspiration Who has inspired you as an entrepreneur? “I’ve learned so much from people who build with curiosity and patience — founders who care about craft and community. Early in my career, I was fortunate to work alongside people who taught me the importance of creating something that feels both useful and beautiful. Emily Weiss taught me how powerful storytelling and community can be for building a brand; that experience shaped a lot of what I try to do at Crown Affair. I also learned a ton from Ara Katz about grassroots marketing and the patient work of growing a product-driven company, and my time at Away showed me how a focused product idea can change how people think about everyday objects. Those lessons — craft, community, and thoughtful growth — are the through line of how I try to lead.” Thanks for reading, and shop on ShopMy to support this publication! Footnotes ¹ Dianna Cohen’s work experience includes Into the Gloss and Away, leading product collaborations with Madewell, West Elm, the NBA, etc. ² Dianna Cohen founded Levitate, a brand marketing agency, in 2017, working with Harry’s & Flamingo, Outdoor Voices, Buck Mason, etc.