The Best Clean Beauty Brand in 2022

This image shows Jordan holding lipstick from Crunchi. a clean non-toxic makeup brand.
I'm Jordan!
...and I wear a lot of hats. I have an obsession with helping other ambitious women achieve their dreams while ditching hustle and prioritizing their well-being. Around here, you'll find tips and tools to help you do just that!
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When I started my clean living journey, one of the hardest products for me to find was clean makeup that actually worked like my old toxic faves. Most non-toxic makeup I tried didn’t give me good coverage, was too watery, would melt off, or wouldn’t last all day.

So frustrating. 

Every time I’d try a clean brand, I’d find myself reaching for my old stuff even though I knew it was terrible for me because I just needed it to look good and last. 

I mean what’s the point of switching to clean beauty if the products just don’t perform well? 

This image shows Jordan removing makeup from her face.

But as someone who had struggled with adult acne and had scarring, and who also is often on camera or speaking on stage for my job, I needed good coverage and was determined to find something that worked. After trying everything from W3ll People to Ilia to BeautyCounter and more, my sister-in-law told me about a brand called Crunchi.

I hadn’t heard of it before but I looked into it and decided to try the foundation.

And I was blown away. It looked like airbrush makeup when I put it on and it lasted all day. From that day on, I was hooked and I’ve used it ever since. 

Finally, I had found something that wasn’t only super clean but that actually worked! 

High Performance and Toxin-Free

Crunchi initially stood out to me for its performance – not only did it work better than any other clean, non-toxic makeup brand I had tried but it also worked just as well (if not better) than the conventional brands I used to use! 

In fact, it works so well that I’ve worn it as a bridesmaid in a few summer weddings while all the other bridesmaids got airbrushed – and my makeup held up just as well as theirs, even in the heat!

In addition to the unmatched performance, I began to dig into the ingredients to make sure it was really clean. To be honest, I was not totally convinced a brand that works this well could be toxin free. I was pleasantly surprised to find out I was wrong.

This image shows Jordan holding Crunchi foundation.

Crunchi is not only clean but they actually have higher standards than most clean beauty brands and are truly one of the best options not only in terms of performance but also in terms of safety and ingredients.

This brand is completely transparent about what they use in their products – you can view Crunchi’s list of banished ingredients, as well as their ingredient glossary, on their website. 

What Sets Crunchi Apart

While there are many other clean brands with solid ingredient labels, they just don’t perform like Crunchi. On top of that, many clean brands have pristine labels but may still be contaminated with things like PFAs and heavy metals.

PFAs and Heavy Metal Testing

PFAs are considered “forever chemicals” because of the amount of time they stay in someone’s body and the environment. The known health effects are cancer, weakened immune systems, low birth weight, liver and thyroid issues, and more.

These are generally not intentionally added to the products but can contaminate the products during the production and manufacturing process, especially if the products are not made in-house and share a manufacturer with other brands (which is very common practice). 

The only way to know if a product is contaminated by PFAs or heavy metals is to have them third-party tested and unfortunately, many clean brands do not do this (either for budget reasons or otherwise) and/or do not publish their results.

This image shows different shades of makeup powders.

Eco-Friendly Packaging

Many clean brands still use plastic packaging which is not only terrible for the environment but also dangerous because plastic packaging has a high probability to leach plastic chemicals into the products. Additionally, many “clean beauty” brands do not prioritize organic ingredients which increases the risk of pesticide and herbicide contamination. 

So even if the ingredient label looks amazing, plastic packaging or the contamination of pesticides and herbicides can make a product intended to be clean not very clean at all. And the consumer wouldn’t know the difference because the label looks great! 

This image shows a collection of Crunchi makeup.

This is what makes Crunchi so different. Crunchi takes this seriously and has third-party tested for both heavy metals and PFAs and their products have come back non-defect. Additionally, they prioritize certified organic ingredients and use glass packaging. 

This inspires confidence in me as a consumer as it is not only a brand that works well and uses clean ingredients but that also goes the extra mile to ensure safety and prioritize eco-friendly practices.

Quick Breakdown of What Sets Crunchi Apart From Other Clean Beauty Brands

    • Third-party tested for heavy metals 
    • Third-party tested for PFAs 
    • When available, they prioritize organic plant extracts and oil
    • Non-GMO, which means that no ingredients are derived from GMO raw materials
    • Vegan 
    • Cruelty-Free and Leaping Bunny Certified
    • No Synthetic Lake Dyes
    • No Petroleum Ingredients
    • Eco-Friendly packaging, almost no plastic
    • A long list of ingredients Crunchi doesn’t use (see the website)
    • Made in the USA
    • High Performance

So while there are plenty of “clean beauty” out there, there are no competitors if you are looking for the best performing makeup in the safest sector of ingredients that is also vegan, cruelty-free, tested for heavy metals and PFAS, and uses eco-friendly packaging. No other beauty brand meets all these criteria.

My Favorite Crunchi Products

I started with the foundation but little by little I began to switch all of my makeup and skincare products to Crunchi because I was just so impressed. Check out these before and after photos!

This image shows a before and after of someone using Crunchi makeup      A before and after picture of someone using Crunchi skincare

If you’ve been on the hunt for a clean beauty brand that performs as well as (if not better) than a conventional brand, look no further than Crunchi. 

I love it so much that I’ve become an advocate with them, which means I can hook you up with a sweet discount! If you shop using my link, you’ll get $10 off your first order of $50+! 

Although I personally endorse literally anything from Crunchi, I’ve listed a handful of my favorite makeup and skincare products that I recommend starting with below.


This image shows Jordan removing makeup from her face.


 This image shows Jordan's favorite clean makeup products.

Remember, if you shop through my link, or tap any of those links to shop, you’ll get $10 off your first order of $50+! 

Are you going to give Crunchi a try? Let me know what you think in the comments! 

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Hi, I'm Jordan.
& I Wear a lot of Hats.

I have an obsession with helping other ambitious, multi-passionate women succeed while ditching hustle and prioritizing their well-being. My days are spent writing books, hosting the SHE podcast, and creating resources rooted in biblical values to help you do just that. Glad you're here!

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