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What is the Clean Beauty Movement? Holding Ourselves Accountable

Ingredient source transparency and integrity is a key issue in the skin care space, one with battles that lead companies large and small to cut corners and make sacrifices on their principles for profit. The tide of ignorant consumer decision-making is turning with more and more demand for clarity and accountability when it comes to ingredients and practices. The clean beauty movement whereby consumers make purchases that reflect their values, has sparked the need for reparation of the consumer/company relationship.


The research

In 2020 Bazaarvoice, a consumer shopping network and Influenster, a social shopping platform interviewed 24,000 women worldwide about their shopping priorities for clean beauty products. They found that two thirds sought more transparency in their clean beauty products. 61% of participants felt products used “clean” vaguely and more interestingly, only 1% relied on brand advertising for information about clean beauty or product ingredients and sought out information elsewhere. In short, it’s clear that brand distrust is heightened and consumers seek reassurance in transparency.

While it’s true that the industry is nowhere near clearly defined standards and definitions of what is clean, natural, and organic, steps toward this shared goal can be taken by engaging authentically with consumers and staying true to stated principles. A key piece of this effort to move the industry in the right direction is the sense of relationship with consumers that forges trust and shared goals, upholding personal responsibility on both ends to invest in and create improvement in health and in the skin care industry.

To this end at Ellovi we keep to minimal ingredients and well-vetted suppliers, while maintaining a healthy connection from start to finish with every product we make. Integrity within ourselves, and our relationships infuses what we create and share with you.

What we look for in our suppliers: Alignment in values

Our suppliers and their facilities conduct regular third party testing and hold certifications and technical documentation accessible for the below standards: 

  • Certified Organic
  • Certified Fair Trade
  • Certified Kosher
  • Certified Vegan
  • Cruelty-Free
  • ECOCERT Verified
  • FDA-registered

Setting the bar high for responsible creation and consumption is a commitment that takes study and steadfastness, an undertaking of cause and effect, demonstrating interconnectedness. We’re here as a point in the evolving constellation of the clean beauty movement, we’re here for the journey toward health and peace of mind with you.


At Ellovi we believe skin health is deeply connected to overall health and well-being. Our mission is to offer wellness using pure ingredients with safe and transparent methods. Self care is not just a luxury and it cannot wait. We’re here to remind you to invest in your health from head to toe, inside and out. 

Team Ellovi 🌺

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