Clean Beauty Myths

5 Clean Beauty Myths, Debunked

By three clean beauty experts, no less.

Today, July 15th, marks National Clean Beauty Day in the US, celebrating mindfully created products that feature ethically sourced ingredients and take both human and environmental health into account. But with no official definition in place, the term ‘clean beauty’ brings with it a sense of ambiguity – and a whole lot of questions. Does sacrificing synthetics impact their effectiveness? Is clean beauty as elitist as the rest of the wellness industry? And does it only cater to goop-reading, yoga-practising, ashwagandha-taking vegans?

Unanswered questions translate to myths that need to be debunked, so we turned to three different experts for their insights: Lorraine Dallmeier (CEO of organic cosmetic science school Formula Botanica), Mukta Purain (founder of clean beauty platform MissPalettable), and Deepica Mutyala (founder of clean beauty brand Live Tinted). Listen in.

Myth 1: Clean Beauty Is Preservative-Free

LD: “Well, that’s clearly not the case because a preservative is necessary to make a safe and stable product. When I first got into natural beauty, everyone was all about avoiding preservatives, claiming they’re dangerous and carcinogenic. But it has calmed down a lot, which is a good thing. We’ve played a big role in that by going out there and saying that not only can preservation protect your formulation and your customer, but it can also be done safely because there are lots of naturally derived preservatives on the market now. But it’s absolutely okay if you don’t want to work with preservatives. You just have to stick with anhydrase products, which don’t contain water – oils, butters, balms, that sort of thing. You’re limiting yourself in the formulations that you can make, and there is nothing wrong with that.”

MP: “It comes down to shelf life – if a product is free of preservatives, it means that it’s really natural and has to be used almost immediately. But in general, it’s impossible to create a preservative-free product with a shelf life of two years. There are a lot of misconceptions around preservatives – whether it’s in beauty, food, or anything else. And they get a bad rap, most of which stems from packaged food. But the difference here is that no one is going to buy a moisturiser with a three-week shelf life. The one exception is things like bar soaps and solid shampoo, which don’t need preservatives because they’re dry. But as soon as you have any form of liquid in your product, you need preservatives – otherwise it will spoil.”

DM: “Not true – a lot of people equate clean beauty with preservative-free beauty because of parabens. Historically, parabens were one of the key ingredients that clean beauty standards avoided, but it really doesn’t mean clean beauty is free of preservatives. The reality is that you need preservatives in your makeup and skincare to avoid bacterial growth and degradation over time.”

clean beauty brand products

Myth 2: Clean Beauty Isn’t Fun

LD: “Our mantra is that everyone can and should formulate because it’s fun, easy, and empowering. It’s a bit like learning how to cook. One of my colleagues wanted to formulate for the first time, and I suggested he try out a lip balm kit. He’s got two kids – they’re six and eight – and they did it together. They made it and labelled it and gifted some to their grandmothers. Everyone was just blown away by these lip balms. They still use them. And they were like, ‘When can we do this again?’ Anyone can do this, and it’s so much fun, so I think clean beauty is actually a ton of fun.”

MP: “Clean beauty started off very organic, very wholesome – it was for people who had sensitive skin and wasn’t as fun at first. But things have changed. Technology has advanced, formulations have advanced. In the past, you had founders who were slightly older creating such brands, but a lot of them these days are millennials. They’re trying to create brands that are both conscious and connect with the kind of lifestyles they live so the colours are a lot more pigmented, the branding is so much more vibrant – and this is just the beginning. Take Bouclème, a hair care brand that we carry on MissPalettable. Hair care isn’t really that exciting, right? But its packaging is bright, the social media pages are full of curly hair influencers, it’s very real. At the same time, its bottles are made of sugarcane waste.”

DM: “A complete myth! Our Huestick and Hueglow are super fun. What is the definition of fun anyway? It’s different for everyone. You have to think about who your target consumer is and what they want. Do they want fun makeup or makeup that works overtime? Creating fun clean products if possible. It just requires a little bit more work to bring the formula to life because the laboratory you work with may not want to experiment as much, and there could be higher costs involved – but that’s the burden of the company, not the consumer. So absolutely, making fun products is possible, it might just require more patience. The industry is moving towards the clean beauty standard, and that means the innovations are coming. It is the responsibility of the brand to figure it out.”

clean beauty cosmetics

Myth 3: Clean Beauty Isn’t Effective

LD: “What’s interesting is that we have to define what ‘effective’ means. The beauty industry has been telling us that we don’t look right, we don’t smell right, we aren’t right for a while now. It tells us to erase the sands of time and halt the aging process – something you can’t do when you use natural. And yet what’s happened as a result of the indie beauty movement taking off is that big brands have started to research all these botanical extracts, so I don’t agree that clean beauty is ineffective because a lot of the high-performance extracts that we use can be derived from plants. We can keep our skin healthy and clean and glowing with botanical ingredients, so again, it’s a myth that has been put out there, sadly.”

MP: “Before the term ‘clean beauty’ came about, it was natural and organic. And are natural and organic versions more effective than mainstream products? I’m not sure. But clean beauty is broader in the sense that it’s about formulations that do not contain harmful chemicals. There’s a spectrum – some clean beauty brands claim that there are no chemicals in their products, which is a lie because everything is a chemical. At the same time, you’ve got brands that are more balanced, every ingredient in their formulations serving a function. It all comes down to the person behind the brand. Deepica, for example, created the Huestick because South Asians have dark circles. That’s where I feel clean beauty brands are a lot more effective; there’s a passion and a reason behind them.”

DM: “Another myth. What is the definition of effective? Are we talking really long wearing power or breathability? Being a clean beauty brand is redefining the meaning of some of these words. Are we going to be able to match the performance of those liquid lipsticks with 24-hour claims right out of the box? Maybe not. It’s reasonable to think that they are formulated with ingredients that are on the clean beauty ban list. On the other hand, effectiveness might mean breathability, and one of the things we’ve learnt in this post-pandemic world is that people want wearable makeup that lets their skin breathe – that itself is considered effective.”

Skin Care Routine

Myth 4: Clean Beauty Isn’t Inclusive

LD: “It’s an important point because clean beauty can be a little non-inclusive. For starters, it tends to operate in skincare. Hair care is harder since it contains a lot more water and therefore needs more stabilisation. We’re seeing some awesome indie brands that cater to curly and coily hair types, but they’re in the minority. Indie makeup is still quite rare because making cosmetics with natural pigments that aren’t derived from a lab is hard as well. And again, you have the issue with different skin tones that aren’t catered for because you have a teeny tiny budget and launch with only a few products. The other thing is clean beauty can be quite pricey because, obviously, you’re not pumping your products full of water and stabilisers, which is what the big brands are doing – and that pushes up your cost and retail price. It can lock some people out of the marketplace. There’s a lot of work to do at all levels.”

MP: “Let’s take Bouclème as an example again. It’s huge on inclusivity because its products cater to a population that was hardly considered before. Personally, I don’t agree that clean beauty isn’t inclusive
because a lot of clean beauty brands were created as a result of their founders feeling excluded by mainstream brands. Michele Scott-Lynch started Bouclème because she and her children have curly hair, and she just couldn’t find products that worked. She also wanted her brand to have a conscience, so it’s paraben-free, sulfate-free, and vegan. Skincare is still most inclusive because you’re dealing with skin types, not skin tones. I mean, it’s only recently – after the likes of Fenty Beauty and Huda Beauty – that we’re starting to see some inclusivity in makeup. It’s happening because the founders of these brands are people of colour themselves, and the same thing is carrying over into clean beauty.”

DM: “False! Live Tinted’s mission is to bring clean, vegan, and cruelty-free products that work on all skin tones. We are here to dispel such myths. For some reason, there’s this mindset that if something is clean, it doesn’t show up on your skin. The reality is that you can make products that are pigmented and work on deeper skin tones, yet are clean. Take our award-winning Huestick, for example. One of the things that was very important was to make a buildable formula because different people have different layers of dark circles and dark spots that they want to cover, which is what makes our products truly inclusive. This myth mainly comes from the fact that there aren’t that many clean brands focused on the BIPOC consumer. And that’s where Live Tinted comes in. It doesn’t mean clean inclusive beauty cannot be done. It just means there is room for brands like ours to grow.”

Lifestyle Overhaul

Myth 5: Clean Beauty Requires a Lifestyle Overhaul

LD: “I disagree, clean beauty should be for anyone who wants to participate. Some can be very purist about it, but you’re going to alienate people that way. The one thing that everyone should embrace, however, is sustainable beauty. That’s a far bigger issue. Literally no one talks about consumption because the beauty industry is set up to encourage infinite economic growth with finite resources. And it doesn’t work because we only have one planet. The average woman has 16 beauty products on her bathroom shelf, so I once asked the Sustainability Director of Shiseido how the brand is encouraging people to use fewer products and she admitted to feeling stumped. I don’t think it matters if you’re clean or not, vegan or not. What matters is how sustainable our beauty habits are – that goes for the brands making them and the people buying them.”

MP: “No, that’s not true. Clean beauty is becoming increasingly inclusive, but you exclude people by saying it’s only intended for vegans or vegetarians. Suddenly, you’re clean-shaming people. It comes
down to a personal choice. When you take an interest in clean beauty, you’re already thinking about taking a more conscious approach. It’s because you’re taking a step back and examining your life. But it’s
got nothing to do with going vegan or practising yoga or anything like that – it’s more about you internally. And such things take time. I mean, you’re not going to become this extremely conscious minimalist overnight. I feel like the first step is acknowledging it, then slowly adjusting your choices over a period of time. Even having one vegetarian meal a day is a start.”

DM: “A lot of the clean beauty conversations revolve around ingredients, but sustainability is also a major component. It’s not about solving that problem alone and on day one. However, if we collectively take small steps towards that goal, it will have a massive impact now and an even bigger one in the future. Does it mean you need to throw away all your products and only buy clean? No. What you can do as a consumer is find products that work for you and the environment – playing with new products is part of the fun anyway. Look at our Huestick Multisticks – you can create an entire look with only one product! You shouldn’t have to overhaul your lifestyle. Instead, you should feel proud and excited to make small changes that can have a big impact on you and the planet.”


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Top 10 Self-Storage Facilities in Dubai

Clutter-free living is real.

The demand for self-storage solutions has steadily increased globally over the past few years. More specifically, in Dubai, the need for self-storage has been fueled by the increasing population of expat residents, the housing crisis, urbanisation, the increasing trend of downsizing homes, and a booming economy.

The rise of e-commerce and online businesses in Dubai has contributed equally to the surging demand in the self-storage industry. More and more emerging entrepreneurs are looking for affordable and secure storage for their inventory. Recently, tourists are also opting for short-term self-storage solutions to protect their luggage and other travel items during their vacation here.  

Studies predict the self-storage market in the UAE will grow at a compound annual growth rate of 7.8% between 2021 and 2026. While this sounds promising to anyone wanting a self-storage unit in Dubai, the options available in the emirate have made it challenging to identify a reliable solution that is worth the cost. To simplify that, we have compiled a hand-picked list of the top 10 self-storage facilities in Dubai.


Complying with an impressive set of international quality standards and procedures, Extraspace claims popularity as one of Dubai’s top 10 self-storage facilities. While they specialize in both personal and commercial self-storage services, they also stand out noticeably for their shipping and moving solutions.

Extraspace self-storage facilities feature fully-insulated walls and ceilings, a zoned sprinkler system approved by Dubai civil defense, 24-hour security with trained security guards approved by Dubai police, on-site 24/7 CCTV monitoring rooms, and monitored individual door alarms by PIN code access.

The hygiene and safety practices in the facility are on par with approved global standards. They follow a rotational cleaning and pest control program by a full-time cleaning team. They also provide supplementary services such as packaging supplies.

The process of renting self-storage at Extraspace is designed with convenience, and affordability in mind, making them a go-to option for self-storage options in Dubai. In addition, the company’s initiative to establish an environmentally-friendly business distinguishes itself from other self-storage companies in the UAE.

04 330 6788, https://extraspaceme.com/.


This self-storage company was founded based on a simple solution of using a box to store belongings you don’t regularly use but wouldn’t want to throw away. Although they started operations initially in a local neighborhood community to troubleshoot the founder’s personal conundrum of ‘a lot of stuff and very little space’, the amazing client response and engagement made them expand into other regions in the UAE, including Dubai.

They particularly have a high demand for warehouse storage facilities for furniture and perform on a pay-as-you-go basis. Boxit services feature an option where their trained staff can pack and pick up your items from your doorstep, store them in self-storage units, and bring them back to you when you need them again.

As one of the leading self-storage facilities in Dubai, Boxit is always looking to create unique and customizable solutions for making organized and clutter-free living an easy possibility.

800 BOXIT (26948), https://www.boxitstorage.com/dubai/


Now renowned as one of the pioneer self-storage companies in Dubai, STORALL launched to fulfill the growing need of expats, residents, and new settlers seeking economical personal and commercial storage solutions. The company retains its stand in the market by continuously considering every immediate need and the potential future requirement that its clientele would require to make their storage experience happy and satisfied.

STORALL features a large choice of secure storage solutions, such as general storage rooms, climate-controlled storage rooms, large drive-up access, palletized rack space, and loose cargo storage areas. Besides self-storage, they offer packing and removal, warehousing / 3PL, and related services.

04 880 3644, https://www.storall.ae/

ARENA Storage

ARENA Storage has redefined how residents, expats, tourists, and businesses can store their belongings and other valuables away from home and business premises. Using a unique experience strategy, they pay careful attention to details in meeting customer needs and continuously adapt the most in-demand features in all their self-storage solutions.

Some of their signature features include convenient storage for all belongings up to 50 square feet per month, individual lockable units, fully air-conditioned units, climate and pest control, insurance options, civil defense & SIRA-approved security systems, and 24/7 customer support access.

Self-storage units at ARENA Storage are also well-known for high ceilings that offer customers a significant advantage when it comes to maximum storage space utilization. It helps customers store more items efficiently, organize better, retrieve items easily, and, most importantly, get the right value for their money.

The company aims to empower customers to embrace a clutter-free lifestyle with effortless and cost-effective self-storage facilities. They do this by thoughtfully designing solutions that cater to the most unique personal and commercial needs of the UAE’s diverse population.

+971 58 520 7541, https://arenastorage.ae/.

Storage Keys

Storage Keys began operations with the primary need to eliminate the common hassle involved with moving and storage in the UAE. The company’s ability to secure a prominent place in the local self-storage industry is credited to its state-of-the-art infrastructure and highly trained team of storage experts. While Storage Keys offers a comprehensive range of personal and business self-storage services, it is a local favorite and almost a household name for its reliable moving and warehousing solutions.

Climate-controlled and spotless individual storage units, 24/7 access, accessible UAE warehouse via Emirates Bypass road, state-of-the-art IP security and surveillance by fully-vetted professionals, insurance coverage, flexible lease options, easily scalable units, and wide loading/unloading bays to accommodate items of all size are some of the notable offerings in their self-storage services.

+971 56 501 8785, https://storagekeys.com/

EAZY Moving & Storage

Recognized as another fast-growing self-storage company in the UAE, EAZY Moving & Storage serves various market segments, ranging from individual customers to private corporations and government entities. They are, in fact, one of the most preferred providers of government moving and storage services.

The company’s certified team, featuring industry-specialized experts and skilled workers, is a key factor in enabling a seamless customer experience with complete satisfaction. Self-storage solutions at EAZY Moving & Storage are customizable for both personal and commercial storage needs. Besides self-storage, they also offer convenient relocation, moving, and freight management services through dedicated teams.

800 3299, https://eazy.ae/

Lockable Store

Backed by an innovative, active, and hard-working team of professionals, Lockable Store is known for providing a handy storage solution for personal and corporate needs. The extensive personalization that comes at competitive pricing makes them stand out in the local self-storage market. They have a variety of storage space options, from boxed storage rooms to indoor and outdoor units, short or long-term solutions and climate-controlled spaces.

All their storage facilities are monitored with continuous surveillance and provide 24/7 access to the customers. At Lockable Store, customers also benefit from their extra services that facilitate an affordable and convenient pickup option. Through this service, you can get their team to your doorstep, have them pick up everything you want to be placed in storage, transport the items to your unit, and unpack them for you.

055 449 9177, https://www.lockablestore.com/


As a British-owned and operated self-storage facility, Morespace services are designed to serve the belief that needing more space shouldn’t be stressful. Their self-storage solutions are built on three concepts: modern, convenient, and secure. Their customer service has been instrumental in driving customer loyalty and brand reputation in Dubai.

The business self-storage solutions at Morespace offer specialised units for equipment storage, stock and inventory storage, document storage, and even facilitate space requirements for office moves and renovations. Their personal storage solutions focus on space requirements when moving homes or having temporary renovations – and for students and those traveling abroad. Customers can also benefit from their pack-and-move service for added convenience.

04 321 6850, https://www.morespace.ae/


With a focus on affordability and convenience, SpaceHub offers purpose-built storage solutions tailored to customer needs. Their services feature practical and handy holder systems with all necessary packing materials, flexible payment and agreement options, and scalable units. Self-storage facilities at SpaceHub maintain an optimum temperature and humidity setting evenly throughout the entire storage area. This helps rule out the formation of condensation and ensures all belongings remain intact and precisely the same as they were brought for storage.

Their domestic storage solutions focus on seasonal storage, space requirements when moving or renovating houses, business travel and vacation, and memorable items storage. For business storage, they offer solutions catering to seasonal storage like exhibition, conference goods, and other space needs that arise when moving, renovating, or during quarantine. They are also well-known for their flexible and personalised warehouse storage solutions, especially among small and medium businesses in Dubai.

800 012 0026, https://spacehubstore.com/uae/

The Home Storage

As another leading self-storage facility in Dubai, The Home Storage is a family-owned company that performs in line with local customs and traditions. All their services are constantly reviewed and improved to meet the highest level of customer satisfaction.

Their success stems from a team of experienced, knowledgeable, and friendly staff who help deliver a smooth self-storage experience to customers. They also offer affordable moving, packing, and truck rental services to support any special requirements that may arise before and after renting a self-storage unit.

04 347 8144, https://www.thehomestoragedubai.com/


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