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Clean beauty has gone from niche to necessity, driven by consumers demanding transparency and safety in the products they use every day. At the heart of this shift lies Restricted Substance Lists (RSLs)—the ever-growing catalog of “don’ts” for ingredient labels. RSLs have become the unofficial rulebook for clean beauty, helping brands align with retailer, regulatory, and consumer expectations.
But if we’re being honest, the landscape today is messy. From differing definitions of “clean” to the patchwork of retailer standards, brands are juggling an impossible act. The question is: how does the industry evolve from here? Let’s look at where we stand today and how clean beauty—and its reliance on RSLs—will likely transform by 2025.
Right now, clean beauty brands are navigating a labyrinth of RSLs. Each retailer has its own version:
And that’s just the retailers. Add to this the European Union’s stringent ingredient bans, rising U.S. regulatory updates like the Modernization of Cosmetics Regulation Act (MoCRA), and third-party certifications like EWG Verified and Leaping Bunny, and the clean beauty checklist becomes overwhelming.
RSLs are powerful tools. They set clear boundaries and foster trust with consumers. But they also come with challenges:
In the next year, the clean beauty industry won’t just be cleaning up—it’ll be leveling up. Here’s how:
Expect a push toward harmonization across retailer and regulatory RSLs. Global standards, driven by bodies like the ISO or aligned regulatory efforts, will streamline expectations. While brands won’t be free of compliance challenges, they’ll have a more defined target to aim for.
R&D will shift into high gear to create safe, effective, and sustainable alternatives to traditional cosmetic ingredients. Think: plant-based preservatives, biodegradable polymers, and bioengineered active ingredients. These will satisfy not just RSLs but the evolving demands of savvy consumers.
Clean beauty won’t just be about what’s inside the bottle—it’ll be about the bottle itself. Brands will face growing pressure to ditch wasteful packaging in favor of sustainable, circular options. Waterless formulations, refillable containers, and carbon-neutral production will become table stakes.
By 2025, ingredient lists will go beyond what's on the back of the box. Consumers will expect (and demand) detailed sourcing information, allergen disclosures, and environmental impact data. Think QR codes that take you to a full product story.
To succeed in 2025’s clean beauty market, brands need to:
Restricted Substance Lists are shaping the future of clean beauty, but they’re just one piece of the puzzle. As the industry shifts toward a more transparent, sustainable, and innovation-driven future, brands have a choice: evolve with it or risk falling behind. By 2025, clean beauty won’t just be about avoiding “bad” ingredients—it’ll be about creating smarter, better, and more sustainable products that align with consumer values.