Lately, you've probably seen the headlines:
“Major brand removes toxic ingredient!”
“Big-name company launches new clean beauty line!”
And sure, it sounds like progress. But let’s be honest about what’s really happening here.
They’re not reformulating because they care about your health.
They’re doing it because they had to.
Regulations are tightening. Consumers are waking up. Lawsuits are piling up.
They’re reacting—not leading.
They Could Have Gone Clean All Along
Let that sink in.
These companies had the money.
The labs.
The resources.
The information.
They knew certain ingredients were questionable.
They knew better formulations were possible.
And they chose not to change... until their profits were threatened.
Meanwhile, small businesses like Champagne Apothecary and ETHYST® Skincare have been formulating without those harmful ingredients from day one.
Not because we were forced to.
Because it’s the right thing to do.
So What Makes You Think They’ve Changed?
Here’s the hard truth: if a brand was willing to cut corners once, what makes you think they won’t find another loophole?
“Clean” is trendy now. But when the marketing fades, will their integrity hold?
That’s why we created the Champagne Standard; our own benchmark that goes beyond industry buzzwords. No greenwashing. No loopholes. Just high-performance skincare rooted in science, safety, and transparency.
Because we don’t just say we’re clean.
We are clean. And we always have been.
