At Gntl, we envision a future where product choices are made with intention, knowledge, and optimism. As the industry evolves in 2025, we're crafting a path that honors both scientific understanding and the precautionary principle. We believe there's a thoughtful middle ground—one where we can prioritize safety without falling into fearmongering.
Beyond the Clean Beauty Debate
The clean beauty landscape in 2025 is complex. Critics rightfully point out that "clean" lacks standardized meaning, and that natural ingredients aren't inherently safer than synthetic ones. Some brands have unfortunately used fear as a marketing tactic, making sweeping claims about "toxins" without scientific context.
At Gntl, we acknowledge these valid criticisms while still believing that carefully evaluating ingredient safety matters. Rather than making alarmist claims, we focus on creating effective formulations that exclude ingredients with sufficient evidence of potential harm, especially when safer alternatives exist.
Our Standards: Precautionary Without Panic
Our products exclude over 2,700 ingredients restricted or prohibited by the EU and major clean beauty retailers. This isn't because small amounts of these substances are definitively dangerous—many may be perfectly fine with limited exposure. However, we prefer a precautionary approach, especially for ingredients used daily on your skin.
We exclude ingredients like parabens, phthalates, and formaldehyde-releasing agents not because a single exposure is harmful, but because the cumulative effect of these substances across multiple products over time raises legitimate questions that deserve consideration.
A Balanced Perspective on Transitions
Let us be clear: we don't believe you need to throw away all your current products in a panic. Sudden, anxiety-driven purges of your beauty cabinet aren't what we advocate. Instead, we encourage mindful transitions—using up what you have and considering conscious swaps when replacements are needed.
This measured approach acknowledges that:
- Small doses of most ingredients are likely fine
- The stress of worrying excessively about product safety isn't healthy either
- Sustainable consumption means using what you have before buying new
- Personal priorities and comfort levels with different ingredients vary
Beyond "Clean vs. Conventional"
The future of beauty in 2025 isn't about rigid ideological divides between "clean" and "conventional" products. It's about thoughtful formulation, transparent information, and letting consumers make educated choices based on their own values and priorities.
Our minimalist approach means we carefully select each ingredient with intention, avoiding unnecessary additives regardless of whether they're natural or synthetic. This philosophy serves multiple purposes:
- Reducing potential irritants for sensitive skin
- Minimizing environmental impact with more sustainable formulations
- Creating multifunctional products that simplify your routine
- Making it easier to understand exactly what you're putting on your skin
Making Informed Choices Together
At Gntl, we believe in providing information without instilling fear. We respect that every person has different priorities when it comes to their skincare choices, and we aim to be transparent about our ingredients and standards so you can decide if they align with your values.
Whether you're deeply committed to clean beauty or simply curious about more mindful options, our approach offers a balanced perspective that acknowledges complexity while still taking a stand for safety and sustainability.
The beauty industry in 2025 is moving toward greater nuance and less absolutism. At Gntl, we're proud to be part of that evolution, creating minimalist skincare that respects both scientific evidence and the precautionary principle—without the fear tactics.
We'd love to hear your thoughts on mindful beauty choices. How do you approach transitions in your own routine? Share your perspective in the comments below.
