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When a customer pops into the shop and says she wants to switch to ‘clean beauty’, it usually doesn’t mean she wants more products. It means she wants fewer unnecessary items, better ingredients and a routine that makes sense. This is precisely what we base our selection of brands at Concept Story on — not on trends, but on what works in the long term and for real people.
The aim of this article is not to dwell on buzzwords, but to explain what ‘clean beauty’ actually means in practice today, where greenwashing lurks, and how you can spot the products that truly live up to that label.
What ‘clean beauty’ really means (and what it doesn’t)
The term ‘clean beauty’ has no legal definition. No law or European standard specifies exactly what a product must meet in order to carry this label. That is precisely why you see it everywhere today — on mass-market nail varnishes as well as premium serums — and that is precisely why it is important to know what to look for when you see it.
At the heart of clean beauty lies a simple principle: cosmetics free from ingredients that may unnecessarily burden or irritate the skin — such as certain parabens, sulphates or synthetic fragrances.
What ‘clean beauty’ isn’t: it’s not a guarantee of safety, it’s not synonymous with ‘natural’, and it doesn’t automatically mean a better product. There are natural ingredients that irritate the skin more than some synthetic ones. And there are brands that combine ‘clean’ ingredients thoughtfully and effectively — and brands that simply slap the label on their products.
That’s why, when selecting brands for Concept Story, we’re never just interested in what a product doesn’t contain. We’re interested in what it does contain — and why.
Greenwashing: how to spot it
Greenwashing isn’t always a cheap tactic used by budget brands. You’ll find it in the premium segment too, in the form of minimalist packaging, green colour schemes and vague claims such as ‘nature-inspired’ or ‘made with nature in mind’.
A few signs to look out for:
“Free from” without context. If a product proudly proclaims that it contains no parabens but remains silent on what has replaced them, that is not transparency. Every preservative must be replaced with something — the question is, with what.
A long list of ingredients with just one ‘star’ ingredient. Sometimes a product’s marketing focuses on a single active ingredient — such as aloe vera or sea buckthorn — but in the actual list of ingredients, this ingredient appears near the bottom, meaning it’s present in only minimal quantities.
Certificates that mean nothing. Not every green certificate or logo on packaging has been independently verified. Before buying, it’s worth checking who is behind the certificate in question.
Vague terms without a definition. “Pure”, “natural”, “eco” — without further clarification, these words mean very little.
A more reliable approach is to look at the full INCI list and look for brands that communicate it openly — including why they have chosen specific ingredients. When a brand is able to provide a detailed explanation for each ingredient, this is a stronger sign of credibility than any logo.
Key ingredients to avoid
The following list is not exhaustive, but it covers the ingredients that customers ask about most frequently and which are excluded by most clean beauty standards:
Parabens (methylparaben, propylparaben, butylparaben) — synthetic preservatives about which there are concerns regarding their potential to disrupt the endocrine system following prolonged contact with the skin.
SLS and SLES (sodium lauryl sulphate / sodium laureth sulphate) — foaming agents that can compromise the skin barrier and irritate sensitive skin with repeated use.
Synthetic fragrances — a broad category, as the terms ‘fragrance’ or ‘parfum’ can refer to dozens of different chemical compounds. For those with sensitive skin and allergy sufferers, this is one of the most risky ingredients in everyday cosmetics.
Formaldehyde and formaldehyde-releasing substances — found in some traditional nail varnishes, classified as carcinogens.
Mineral oils — petroleum derivatives that form a protective film on the skin; in clean beauty formulations, many brands are replacing them with plant-based alternatives.
Synthetic dyes — these can cause irritation in people with sensitive skin, particularly in products that remain on the skin for a prolonged period.
Important note: avoiding these ingredients is only the first step. True clean beauty doesn’t overlook what goes into the product instead. You can find out more about what healthy skin really needs in the article ‘Skin barrier: what it is and how to look after it’.
Beauty brands at Concept Story that genuinely meet clean standards
When curating our beauty range at Concept Story, we don’t choose products based on the certifications listed on the packaging. We select them based on their ingredients, the manufacturer’s philosophy, and how the products perform in a daily routine — including testing them on our own skin.
Noili: clean beauty for every day
Noili is a Slovak cosmetics brand founded by Dr Zuzana Gyárfášová, who has a background in medicine. The range is deliberately limited: just a few carefully formulated products, in which every ingredient serves a specific purpose. The brand does not use essential oils, mineral oils, synthetic preservatives or artificial fragrances. It produces in small batches, which guarantees the freshness of the active ingredients.
Noili doesn’t see clean beauty as a trend, but as the norm. The products are formulated to respect the skin’s natural functions and its barrier — the skin absorbs them easily without leaving any unpleasant residue.
The brand’s bestseller, the Bakuchiol & Squalane Oil Serum, combines the plant extract bakuchiol – which offers benefits comparable to retinol without its irritating side effects – with olive-derived squalane and powerful antioxidants. The result: a visible improvement in skin elasticity and vitality without compromising on comfort, even for sensitive skin. The Peptides & Ferment Essence, with ferments and beta-glucan, forms a natural pairing with the bakuchiol serum for a complete moisturising routine.
You can find the entire Noili collection on the Concept Story online shop, or try the products for yourself in-store at Lazaretska 31 in Bratislava.
We explore Noili’s philosophy and why we consider this brand to be one of the most interesting examples of clean beauty from Slovakia in more detail in the article ‘Noili Beauty: Clean cosmetics that really work — our perspective’.
Fraela: natural decorative cosmetics for sensitive skin
Fraela is a Slovak brand of natural make-up that was founded with a very specific aim: to create make-up suitable even for sensitive and reactive skin. The formula is based on mineral pigments, plant oils and plant waxes — ingredients that sensitive skin usually tolerates well. Vegan formula, free from parabens, SLS and synthetic fragrances.
At the beauty event we organised at Concept Story with a professional make-up artist, customers were able to try out for themselves just how versatile the Fraela multistick is: from a subtle daytime look to a more dramatic evening make-up look, all from a single product. Many of them appreciated exactly what we value in clean beauty too — fewer steps, a more thoughtful choice, and long-lasting comfort.
Fraela is the natural choice for skin that reacts to standard make-up with redness or discomfort after wearing it all day. You can find the entire collection in our online shop.
You can find out more about Fraela’s approach to sensitive skin and natural make-up in a separate article: Fraela: Slovak natural make-up for sensitive skin.
(M)ANASI 7: organic, natural make-up from Sweden
The Swedish brand (M)ANASI 7 takes clean beauty in make-up a step further: the products are designed not to weigh down the skin whilst supporting it whilst worn. Organic ingredients, mineral pigments, and lightweight textures without a mask-like effect. The formula is designed so that the skin beneath the make-up is not stressed.
The brand’s philosophy is based on versatility. A single product works on cheeks, eyes and lips — not as a compromise, but as a deliberate design principle. Our founder Barbora, who has many years of experience in make-up artistry, has been using (M)ANASI 7 products for a long time and recommends them to her customers precisely because of this versatility and consistency of texture.
Furusato’s flagship collection features earthy, naturally versatile shades that look timeless across a range of make-up styles. (M)ANASI 7 is the choice for women with healthy or normal skin who are looking for clean make-up with a carefully considered formula and who appreciate fewer products with greater impact. You can find the entire collection on the Concept Story online store.
We discuss the philosophy behind multifunctional clean make-up and why (M)ANASI 7 appealed to us in terms of our daily routine in more detail in the article (M)ANASI 7: Clean make-up that cares for your skin whilst you apply it.
Manucurist: clean ingredients, even for manicures
For a long time, ‘clean beauty’ has mainly been associated with skincare. Manucurist has extended the same standards to manicures. The French brand formulates nail polishes containing up to 84% ingredients of natural origin from renewable sources — cassava, cotton, maize and potatoes. The formula is 9-free — free from nine controversial substances commonly used in traditional nail polishes, such as formaldehyde, toluene, camphor and dibutyl phthalate.
The Active™ nail polish system requires no base coat, no top coat and no lamp — just one step with a conditioning effect. For longer-lasting results, there’s Green Flash™, a gel system with an LED lamp which, when applied correctly, lasts 10 to 14 days and can be gently removed without filing or damaging the nail bed.
Concept Story is the only high street store in Slovakia where you can try out Manucurist nail polishes in person. Come and visit us at Lazaretska 31 in Bratislava.
We explain the difference between the Green Flash system, traditional gel polish and Manucurist’s ‘clean manicure’ philosophy in more detail in a separate article: Manucurist: the new standard in modern manicures.
How to create a clean beauty routine that actually works
Many of our customers come to us feeling that their beauty routine is unnecessarily complicated. Too many products, too many steps, too many promises. That’s precisely why, at Concept Story, we take the opposite approach: fewer products, a more carefully considered selection, and items that you’ll actually use over the long term.
A clean beauty routine doesn’t have to be expensive or complicated. It could look something like this:
- Morning: hydrating essence (Noili Peptides & Ferment) applied to cleansed skin, bakuchiol serum, SPF.
- Evening: thorough cleansing, essence, serum, and, if desired, a more intensive night treatment (Rejuvenating Night Cream by Omorovicza or Noili Anti-Ageing Jelly).
- Make-up: a multi-purpose product that can handle several steps at once without weighing down the skin.
The common thread isn’t the price or a certificate — it’s making a conscious choice rather than buying on impulse. And that is precisely the approach we aim to convey through our selection of brands at Concept Story.
If you’d like to try the products in person and get advice on what to choose, pop into our Concept Story store at Lazaretska 31 in Bratislava. Or browse our full beauty range in our online shop — where you’ll find Noili, Fraela, (M)ANASI 7 and Manucurist all under one roof.
What lies behind the choice of brands at Concept Story
If you’re wondering why we chose these particular brands for Concept Story and what has convinced us of their merits over the long term, we explore each topic in more detail in separate blog posts.
The skin barrier: what it is and why it’s the foundation of healthy skin — Why ‘clean beauty’ only makes sense if you understand what the skin barrier really needs.
How we select brands at Concept Story: a philosophy that isn’t about trends — Why nothing in our selection is left to chance.
Clean beauty
Noili Beauty: Clean beauty that really works — our take — A philosophy of minimalism and active ingredients for healthy skin.
Codex Labs: When biotechnology truly works for your skin — Clinically proven skincare focused on the microbiome and skin barrier repair.
Corpus: natural deodorants from California that really work — Clean ingredients for skin beyond the face.
Clean make-up
(M)ANASI 7: Clean make-up that cares for your skin whilst you wear it — Organic formulas that combine make-up and skincare in one.
Fraela: Slovak natural make-up for sensitive skin — Make-up with no compromises on ingredients.
SPF and skin protection
SPF by EVY Technology: Why sun protection is a year-round concern — UV radiation is one of the most commonly overlooked factors that weaken the skin’s barrier.
Darling SPF: luxurious sun protection with an Italian flair — an SPF you can actually wear every day.
Mani Handcare: A gentle hand cream and a skincare routine that really works — Your hands are exposed to hand sanitiser and the sun every day — their skin needs protection and to restore its barrier too.
