Clean beauty has many definitions depending on who you talk to and confusion arises because there is no governing body that has actually defined the term ‘clean’. 

As a result, we all have different interpretations, leaving us confused and wondering why our frown lines are only getting deeper. 

In order to clear up the confusion and give us a prettier picture, we have interviewed our favourite clean beauty heroes on what clean beauty means to them and why they are happy it’s here to stay. 

Welcome Alex Wilson, the founder of clean beauty retailer Heartwood, Perth. 

A sandalwood sanctuary, that leaves you on the verge of tears when you have a runny blocked nose and miss out on the most exquisite smells that awaken your senses the minute you walk in the door. 

How did you get into clean beauty?  

My interest in 'clean beauty' really started with sandalwood. My family are pioneers of sustainable Indian sandalwood farming in northern Australia  - As a child, I was always fascinated by it's sublime scent, benefits to skin and significance to traditional eastern medicine. While studying the benefits of sandalwood in skincare and aromatherapy, my interest in other botanicals and clean beauty brands grew - which is why Heartwood was born. We are a clean beauty retailer specialising in Indian sandalwood products for mind, body and face. 

There's so much confusion around what is 'clean beauty', what's your definition and take on it? 

For me, authentic clean beauty is underpinned by transparency - when a brand is able to disclose the provenance of its product, where it's made, the philosophy behind its sustainability practices, the quality of its ingredients - this is the definition of clean beauty for me. 

What's been the most rewarding aspect, moving to clean beauty? 

The most rewarding aspect of clean beauty is the peace of mind you feel when using a product that is rich in benefits for you, and potentially the community and environment. I am proud to use, work with and support brands who are making a positive impact on people's wellbeing, and are highly effective to boot. 

Where have you seen the benefits? your skin? your wallet! 

I find the benefit of using clean beauty products is enjoying the full sensory experience. Whilst clean beauty products can be highly efficacious for skin concerns like skin tone, breakouts and inflammation, there are benefits to savour in their scents, textures and rituals. For many people, their beauty routine might be the only time in the day when they are alone and focusing on themselves - I love the idea of slowing down, breathing deeply and really taking in that moment.  

What's your tips on switching to clean beauty, did you find it hard? 

I am definitely not an extremist when it comes to clean beauty - I love clean beauty products because they stand up next-to and even out-perform mainstream brands for their efficacy and sensory appeal. I would recommend choosing products that you absolutely love, rather than choosing products because they are the 'clean' alternative. You will have no problems finding beautiful, authentic and effective clean beauty products on the market - I would recommend sampling the products you are drawn to, see how your skin and senses react and gradually build on your routine. Makeup, skincare, fragrance - clean beauty brands have you covered. These days there is no need to compromise. 

What are your fav clean beauty brands?

Heartwood (goes without saying) - my skin devours our Indian sandalwood face oils; Sodashi's incredible mists and moisturisers; Jane Scrivner's Nourishing Cleanser; Emma Lewisham's Illuminating Exfoliant; Maya Chia Pressed Serum; Dr Haushcka Moor & Lavender Body Oil; Mother SPF for all my suncare needs! 

What's the biggest myth on clean beauty, do you think? 

Many people assume that 'clean beauty' products are 'safer' for skin or cause less irritation than mainstream products. This is definitely not the case for certain people who are sensitive to naturally occuring allergens present in botanicals. Just like food sensitivities and hayfever, people can have adverse reactions to botanical extracts and essential oils. 

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