We’ve come a long way in clean beauty — but are we really there yet? A new 2025 KBDB (Know Better, Do Better) Ingredient Intelligence Report says … not quite.
According to the report, 76% of beauty ingredients are now characterized for safety, up from 70% in 2023. That’s progress worth celebrating! But here’s the reality: 24% of ingredients remain uncharacterized, meaning we still don’t fully understand their potential impact on our health or the environment.
Progress — and Plenty of Work Ahead
Additional highlights from the report:
- Verified safer chemistry (ingredients assessed and flagged as low risk) rose to 71%, up from 65% previously. (CosmeticsDesign.com)
- However, chemicals of concern ticked up slightly — from 3% to 3.7% — due to newly-assessed, high-use ingredients. (Safer Chemistry Impact Fund)
- Innovation is urgently needed in categories like lip colors (synthetic dyes flagged for hazard), moisturizers (problematic emollients), and shampoos/conditioners (surfactants that may harm the environment). (Cosmetics & Toiletries)
The takeaway? Brands are moving beyond compliance and toward science-based, data-driven safety. But as ChemFORWARD — the nonprofit behind KBDB — points out: uncharacterized ingredients aren’t “safe by default.” (Safer Chemistry Impact Fund)
Why Truly Non-Toxic Brands Matter — Enter Pure Haven
This is where non-toxic beauty becomes more than a trend — it’s a necessity.
Pure Haven goes beyond “clean beauty” buzzwords. Every product is crafted with characterized, toxin-free ingredients, aligning with the KBDB vision for transparency and safer chemistry. No toxins, no compromises, no greenwashing — just safe skin care and clean beauty products you can trust.
Moving Forward: What You Can Do
- Demand transparency: Support brands that fully characterize their ingredients.
- Educate yourself: Reports like KBDB’s show where gaps remain—and why they matter.
- Choose wisely: Opt for truly non-toxic brands like Pure Haven.
The Bottom Line: Progress Isn’t Perfection
The beauty industry is on the right path, but until that 24% of unknowns is addressed, we need brands that don’t just talk the talk. Pure Haven is one of those brands, putting safety, integrity, and transparency at the center of everything we do. Because progress is great, but your health deserves perfection.
Ready to make the switch?