Clean Beauty Is More Than a Trend—It’s a Cultural Reclamation
We’ve all seen the rise of “clean beauty” stamped across product labels and Instagram feeds. But behind the buzzwords and marketing trends lies a deeper truth: Black, Brown, and Indigenous communities have been practicing clean, natural beauty rituals for generations.
And yet, we’re still underrepresented, under-celebrated, and often erased from the conversation.
It’s time we reclaim the narrative.
What Does Clean Beauty Really Mean?
Clean beauty is more than avoiding parabens or sulfates.
It’s about honoring our bodies and our culture—choosing ingredients that nourish, rituals that heal, and routines that connect us to our roots.
For many women of color, beauty isn't just about appearance; it’s about survival, resistance, and legacy.
Brands Leading the Way in Culturally Rooted Clean Beauty
Here are four powerful brands making clean beauty personal, ancestral, and proudly POC-owned:
🌵 Nopalera
Founded by Sandra Velasquez, Nopalera uses the nopal (prickly pear cactus)—a sacred, nutrient-rich Mexican plant—in soaps, exfoliants, and moisturizers. Their mission? To elevate Latinx culture with every bar of soap.
🌿 Brujita Skincare
This Afro-Latina-owned brand blends herbalism, skincare, and spiritual wellness. Brujita’s “spiritual skincare” invites us to slow down, reconnect with ourselves, and treat beauty as a sacred ritual.
💧 Loquita Bath and Body
Focused on handmade, nourishing body care, Loquita Bath and Body celebrates natural beauty. Their products support body autonomy and radical self-care in a world that hasn’t always offered it.
💄 Araceli Beauty
With clean brow products and highlighters, Araceli Beauty blends glam and tradition. Inspired by Jalisco, Mexico, their clean cosmetics celebrate Latine identity with every product.
Why Aren’t We in the Spotlight?
Despite being the global majority, people of color are still underrepresented in the clean beauty space. We’re rarely acknowledged as innovators—even though our cultures birthed the very ingredients and methods now marketed as trendy.
The beauty industry continues to center Eurocentric standards and whitewashed narratives, leaving our traditions ignored or co-opted without credit.
Clean beauty can’t just be clean—it must also be inclusive, accessible, and authored by us.
Natural Ways to Look and Feel Beautiful
Looking and feeling beautiful doesn't come from a label—it comes from care, culture, and intention.
Here are timeless beauty rituals rooted in our communities:
-
Nopales for skin – Soothes and hydrates with anti-inflammatory benefits.
-
Clay masks (bentonite, rhassoul) – Detoxifies and softens, used for centuries by Indigenous and African cultures.
-
Herbal teas (chamomile, calendula) – Calms the skin and the soul, used topically or internally.
-
Facial massage & gua sha – Boosts circulation, releases tension, and connects us to ancestral care.
-
Oil cleansing with natural oils – Like jojoba, olive, or tamanu for balanced, nourished skin.
And above all—joy, community, and self-love are the most radiant beauty tools we have.
Final Thoughts
Clean beauty isn’t a trend—it’s tradition.
It’s a cultural reclamation.
It’s a reminder that we’ve always had the tools, the knowledge, and the power.
Let’s continue to celebrate the brands and rituals that honor our heritage. Let’s demand more visibility in the beauty world. And let’s remember—natural is powerful, and our roots run deep.
Want more like this?
🌸 Subscribe to the Bloom | Clean Living Newsletter
💌 Got a story or brand you love? Email us at bloomtogether@tahchula.com