“When it comes to “clean beauty,” many people assume that if something is “natural” that it is also a more sustainable choice. This simply is not the case.”

Azure Road eschews vague phrases like “clean” and “nontoxic” preferring to scrutinize products on an individual basis for their holistic approach to community and the environment. By vetting brands with the Azure Road North Stars, we highlight products that are not only good for your skin but take an eco-friendly and ethical approach across several factors from sourcing ingredients, developing packaging, to managing waste and energy usage during production.

Azure Road also values reader feedback. If you’re aware of featured companies making misleading statements, please let us know. If you have suggestions of brands to feature, also let us know!

Check out some of our favorite brands.

If you’re a fan of facial oils, check Cold Current Kelp. A women-owned company, the founders plant kelp from seed off the coast of Maine for use in skin oils. While the kelp grows in the ocean, it improves water quality and provides habitat for sea life. It doesn’t need fertilizer, pesticides, fresh water, or soil. Cold Current Kelp uses glass in its manufacturing and bottling, and cardboard with dried kelp padding in packaging instead of bubble wrap. The company dries the kelp sustainably in a greenhouse using natural solar energy, while the extraction method uses no toxic chemicals. The ingredients are natural and recognizable on the label. For more on the benefits of kelp, see these studies: seaweed bioactive compounds in skincare; seaweed as cosmeceutical; algae in cosmetics. The kelp glow face oil moisturizes without any sticky residue.

Our Favorite Product: Kelp Glow Facial Oil in Signature Citrus, $68

Founder Eha Urbsalu launched Viking Beauty Secrets after moving to New York and experiencing breakouts on her facial skin. An advocate for “green” and not just “clean” beauty, the organic certified ingredients for her skincare line come from Northern Europe. Arctic antioxidant berries like rowanberries, cloudberries, and sea buckthorn comprise many of the blends across her line. Viking Beauty Secrets products have earned COSMOS organic certification and Leaping Bunny cruelty-free certification. All products are free of sulfates, parabens, plastic-microbeads, preservatives, and artificial fragrances. In addition to manufacturing using green energy, and shipping in recyclable packaging, the company donates 5 percent of revenue to ocean cleanups. Products like the face scrub come in plastic, though it’s 55% recycled and the tube is 100% recyclable as a #4LDPE (which can be tricky, depending where you reside.) Try the face scrub for a clean, rosy complexion.

Our Favorite Product: Exfoliating Face Scrub with Volcanic Sand, $32

Founded in 1967, many consider Dr. Hauschka an OG of natural skincare. The origin story dates farther back, however, to 1935, when Rudolph Hauschka established WALA in Ludwigsburg in response to high demand for his natural, alcohol-free medicines. His dream of a skincare line was realized after meeting Elisabeth Sigmund, a Viennese cosmetologist. Jointly, they developed solutions for stable cream bases without chemical/synthetic emulsifiers and created fragrances using natural essential oils to launch the Dr. Hauschka skin care line sold globally today. The brand has remained true to its roots, using hand-harvested plants and herbs from its own Demeter-certified biodynamic garden. Products are free from mineral oils, silicones, PEGs, and synthetic preservatives, with products certified under the NATRUE label. The current CEO USA, Martina Halloran Joseph, launched The Giving Garden loyalty program which helps American food banks provide fresh, sustainable produce to communities in need. For dry sensitive skin, the rose day cream feels and smells amazing.

Our Favorite Product: Rose Day Cream, $45

KYPRIS is a high-end skin care line featuring organic, sustainably grown botanicals and green biotechnology. KYPRIS launched in 2011 in the functional medical market serving physicians and their patients before transitioning into traditional spa and retail in late 2014. Today, KYPRIS can be found globally at five-star hotels, day spas, retailers, and apothecaries. As a certified B Corporation, all formulations are 100% natural and nature-derived, scented and preserved with essential oils and plant extracts, packaged in glass, and never tested on animals. When blended into the hand, the dew and 1000 roses facial serums are a powerful moisturizing combination.

Our Favorite Product: Antioxidant Dew Facial Serum, $90 and 1000 Roses Facial Serum, $230

Founded by a mother and daughter duo, OSEA achieved B Corp certification in the first year of business. The brand, based in Malibu, California, creates seaweed-infused skincare for products spanning facial oils, moisturizers, serums, and masks. Products come in glass packaging and the brand has partnered with Climate Neutral to reduce its carbon footprint. The seaweed-infused face oil incorporates mineral-rich Undaria seaweed with moisturizing botanical oils that adeptly tackles dry, sensitive skin.

Our Favorite Product: Dayglow Face Oil, $58

*The Azure Road editorial team is guided by the North Stars and vets all recommended products personally. When you buy something using our retail links, Azure Road may receive a small commission at no cost to you.