It might look like Gen Z is all in on clean beauty. Most teens say they’re concerned about harmful chemicals, and many actively seek out “clean” products when they shop. But a national survey of 250 females ages 13 to 19 reveals something more complicated: teens are drawn to clean beauty, but they’re often unsure what it really means and unable to differentiate between true information and marketing claims.

More than 80% of teens say they’ve heard of clean beauty, but only a quarter are “very” or “extremely” familiar with it. Their knowledge is often surface-level—shaped more by packaging and social media than a clear or consistent definition. “The only brands I can think of off the top of my head are Lume and Native,” says a 17-year-old from Missouri. “But I don’t know if they’re actually clean brands or if it’s just the marketing.”

Part of the confusion may also come from the term itself: for many teens, “clean” is both a product quality and an aesthetic. Nearly half say they prioritize both clean-looking beauty—minimal, natural, effortless—and clean-ingredient beauty equally. Only 9% say they care about neither.

Still, some teens are willing to make trade-offs for clean, believing the products to be gentler on the skin and safer for their health. Among the 62% who seek out clean beauty at least half the time, many are willing to prioritize it over other factors. Nearly 8 in 10 say they choose the clean option when deciding between two products. More than half say they’ll opt for clean even if it’s more expensive or lower quality. In other words, clean may not be the top factor overall, but for a sizable group of teens, it matters a great deal.

Even teens who want to buy clean face real challenges. More than half say clean beauty products are too expensive, and about a third aren’t sure whether they can trust brands to be truly clean.

Effectiveness, on the other hand, isn’t a major concern. Four in ten teens believe clean beauty products are just as effective as conventional ones. Another 38% are undecided, and only 22% think they don’t work as well. So while most teens aren’t worried about performance, the lack of clarity around what “clean” really means—and whether they’re getting what they paid for—makes trust and cost bigger hurdles.

When asked which products should be made without harmful chemicals, teens focused on everyday essentials: skincare, body wash, facial cleanser, toothpaste, and shampoo. These were rated more important to be clean than makeup, nail products, or fragrances—suggesting teens associate clean beauty more with personal health and hygiene than aesthetics.

Teens are paying more attention than ever to what goes into their beauty products. They’re reading labels, asking questions, and, in many cases, making decisions with health in mind. But they’re also navigating a marketplace full of mixed messages and unclear standards, and for most, practicality still comes first.

For brands hoping to earn their trust, transparency and education will matter as much as trendiness and packaging. Helping teens understand what “clean” really means—and showing them why it matters—may be just as important as offering the product itself.

Did you know? About a third of teens have even tried making their own beauty products—mostly out of boredom or curiosity, not necessarily for health or environmental reasons.

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