In today’s beauty industry, the phrase “clean beauty” is everywhere — but what does it really mean? And more importantly, how can salon owners cut through the noise, align their values with their services, and lead with integrity?

In a powerful conversation I had this week with Innersense founder Greg Starkman, one truth was made clear: clean beauty isn’t just about switching products — it’s about transforming salon culture from the inside out.

Here are the top takeaways that every salon owner should understand about the future of clean, sustainable beauty and their role in it.

Clean Beauty Isn’t Regulated. You Have to Be Your Own Advocate

One of the truths shared in our conversation is that the U.S. has virtually no federal oversight when it comes to cosmetics. The last significant legislation dates back to the 1930s, and even today, most products don’t require safety testing or full ingredient transparency.

This means the term “clean” is often meaningless. It's used as a marketing buzzword by over 90% of brands, regardless of ingredient integrity.

What to do: Salon owners need to become label readers, ingredient investigators, and trusted educators for their team and their clients.

Your Health (and Your Stylists’) Is on the Line

Stylists and salon professionals are exposed to chemicals at rates up to 100 times higher than the average consumer. Long-term exposure to common salon ingredients (like ammonia, resorcinol, and synthetic fragrances) has been linked to respiratory issues, hormone disruption, skin sensitivity, and even certain cancers.

Many salon owners are becoming aware of this risk only after someone on their team gets sick or they experience it themselves.

What to do: Audit your product lines. Reduce exposure to toxic ingredients. Consider replacing high-exposure services (like color) with cleaner, better-formulated alternatives. Look for brands like Innersense that prioritize clean chemistry, not just clean marketing.

Your Clients Are Already Making the Shift — With or Without You

A growing number of consumers are self-educating and bringing clean products into salons themselves, often because they can’t find safer options at their stylist’s chair. According to Greg, over 80% of conscious consumers leave salons when their values aren’t reflected in the products offered.

What to do: Update your retail and backbar offerings to include high-performance clean beauty options. Then educate your clients on why you’ve made the switch. Transparency builds loyalty.

Clean Products Alone Don’t Make a Clean Salon. Culture Does

A clean brand on your shelves doesn’t mean you’ve built a clean, sustainable salon. True transformation happens when the entire client experience, team culture, and daily rituals reflect your values from consultations and treatments to energy and intentionality.

What to do: Design a holistic guest experience. Include wellness-based services, low-tox rituals, and team-wide education. Have stylists experience your offerings as clients, and evaluate the full customer journey from entry to exit.

You Can Create Profit and Purpose at the Same Time

There’s a misconception that going clean is more expensive. But salons that align with clean beauty and wellness often attract higher-paying clients, enjoy better retention, and build stronger loyalty, all while improving team well-being.

What to do: Stop chasing volume and start increasing value. Offer fewer appointments with more intention. Integrate services like Reiki, scalp rituals, and breathwork to deepen your guest experience and differentiate your salon.

Change Starts With Education

The conversation emphasized one vital truth: you don’t have to go all-in overnight. Clean beauty is a journey, not a destination. Start with what's most important to you, educate your team, and let your passion guide the next steps.

What to do: Pick one thing to change this month. Switch out one product line. Introduce one new clean service. Invite your team into the process, and make your progress transparent with clients.

Clean beauty is is about the ingredients. It’s also about integrity, advocacy, and leadership.

“The products we make are important, but our purpose is beyond the bottle.” -Greg Starkman

Salon owners have an incredible opportunity right now to build businesses that serve people, the planet, and profit without compromise.

Want to build a clean, sustainable salon without overwhelm?
Start with a vision. Keep your values front and center. And know that one small shift can start a ripple effect of transformation for your salon, your clients, and your industry.