Never has the awareness of what we put on our skin been so heightened. Not long ago, skincare was about three steps. Skincare literacy was the domain of the dermatologist, esthetician, and other specialists – and few skin-conscious consumers dared to dig into what was inside their products, or contest a popular face cream’s ingredients. Lord knows, sunscreen was something you’d stumble upon at the beach, if even then.

Then the pandemic kicked in, people started transforming the once-ritual act of putting on a face mask into a special Friday night’s theme, and more would suddenly find themselves down a dermatologist rabbit hole on TikTok. From that point on, brands began being called out for hiding behind “fragrance”, Google searches around skincare exploded, and the veil of ignorance lifted. And moms have been at the forefront of this collective awakening. 

 

Why moms are leading the clean skincare charge

Women make up the biggest part of skincare purchases – in the U.K., for instance, 78% of women purchased skincare for themselves in the past year, against 42% of men. And mothers particularly are shopping with a different kind of intention. They’re often struggling with children’s acne, breakouts, eczema, contact dermatitis – and a million other problems that they alone are mostly responsible for solving. Then they’re having their own battles to fight: post-pregnancy melasma, hormonal breakouts, skin dryness & sensitivity, and most importantly, the reactivity from neglecting their skin for too long. That’s when they realize that conventional skincare, often tested on animals and full of synthetic fillers, dyes, artificial fragrances, preservatives, irritating ingredients, and endocrine-disrupting chemicals, to name a few silent threats, has been causing more harm than good.

And so they start turning to clean and/or vegan skincare. 

Learning the difference

Vegan and clean skincare are increasingly favored, but the thing is that they’re also often used interchangeably without meaning the same thing. “Vegan” implies no animal-derived ingredients, nor preparation that harms animals in the process. But a vegan product can still contain parabens, synthetic fragrances, and ingredients that irritate the skin. Clean, on the other hand, means no harmful ingredients. A clean product can still contain animal-derived ingredients. 

The best formulations, increasingly, are both. In light of this, Korean brands are pioneers, having been setting the standard for years. An example of a name that continues to raise the bar, offering vegan, clean, and cruelty-free products, is Dr. Althea. Its reputation stems from gentle, hypoallergenic formulations, created for sensitive, damaged, inflamed, and acne-prone skin. Its gentle and soothing, yet effective formulations, have staples in Korea and beyond. 

Speaking of sensitive skin that needs a particularly tailored routine.

Enter Centella – the multi-tasking ingredient that’s taken over skincare 

Tiger grass, Cica, Brahmi, Indian pennywort, Gotu Kola. Centella asiatica goes by as many names as there are industries putting it to use. It’s been a cornerstone of the traditional Chinese and Ayurvedic medicine for ages, and while it has long been present in skincare, too, it’s only recently that it’s been exploding in popularity – mainly due to the global expansion and impact of South Korean skincare products, aka K-beauty.

This ingredient is referred to as the “miracle elixir of life” in Asia. Across Korea, high air pollution has long posed a problem for the skin, so brands had to come up with soothing products that are mild on the already sensitive skin, and that’s how Centella entered the game. There are one to four active compounds extracted from Centella that are being used for related skincare products: madecassoside, madecassic acid, Asiatic acid, and asiaticoside. These can help promote the production of collagen, the main building block for everything from bones to skin and muscles – and a protein whose levels only drop as we age. Collagen rates are found to drop considerably after birth, which makes more mothers turn to products made with counteractive ingredients, like Centella. Besides these, Centella-based products also fight dryness, sensitiveness, rosacea, eczema, and inflammation, working as a barrier for the skin. These benefits explain why you’ll find a centella cream in most women’s skincare routines today.

How to know for a fact if you’re looking at a truly vegan product 

If the skincare and beauty industry has taught us anything, it is that claims are easy to make and uneducated consumers are even easier to fool. But not anymore.  

Part of the awareness growth is knowing how to tell a scam from a genuine product. Vegan products don’t have animal by-products or ingredients in the formulation, so make a point of checking the labels of your products. They’re also certified by international organizations, like PETA, COSMOS, or VegSoc (UK Vegetarian Society). These are some of the world’s most renowned institutions that certify brands that meet the strictest standards. 

So when you’re looking at a product certified by one of these institutions, you’ll know that it hasn’t been tested on animals, hasn’t been contaminated, and doesn’t have animal ingredients in formulation. This means that you’ll get the entire benefit of vegan skincare, reducing your exposure to the effects that non-vegan skincare products pose. 

Importantly, vegan formulations need to turn to wholesome ingredients other than animal-based ones, like plant oils full of nutrients (rosehip, macadamia, avocado) and native botanicals like Pohutukawa and kawakawa. Now, synthetic ingredients are also vegan, and you’d rather stay away from these. That’s why you’re reminded to read the label thoroughly, looking for products rich in botanicals and bioactives. 

How to choose the right Centella skincare for you 

Not all Centella products are created equal, thus, finding the right one boils down to understanding what your skin actually needs. If it’s sensitive or reactive, you should opt for formulas with fewer, simpler ingredients, and no fragrance. If you’re dealing with dryness or a compromised barrier, richer textures combined with ceramides or hyaluronic acid should be of help. Oily or acne-prone skin benefits more from lightweight, gel-based formulations. 

Always check the ingredient list – Centella should be high up as ingredients are ranked according to their amount. Also, Centella may be known for being gentle, but more isn’t always better. Start modestly, test it out before piling products, and let your skin show you what works.

Endnote 

Moms are in special need of products they know they can confidently use and rely on, and have no time for trial and error at the expense of their health. That’s why the benefits of clean, vegan, and Centella-based products are pulling so many in.