Clean Beauty That Works: Yes, It’s Possible
We believe in clean beauty. Not just as a trend, but as a principle: you should be able to buy a beauty product without worrying that it might harm your health. But here's the honest truth - a lot of clean beauty products just don’t work.
I'm sure many people have had experiences with natural haircare that leaves your scalp weirdly greasy. Body washes that barely foam. Products that feel more like a compromise than a treat.
At Plouf, we didn’t want to choose between clean and effective. So we didn’t.
Why Some Clean Products Miss the Mark
When brands cut out ingredients like sulfates or silicones, they often forget one crucial step: replacing them with cleaner ingredients that actually does the job well. A latherless shower might be technically “clean,” but if it leaves you feeling unclean, what’s the point?
Clean beauty is only truly clean when it respects your body and delivers results. That’s what we focus on, gentle but effective cleansers, naturally derived ingredients, and smart formulation.
Clean Beauty = Fear-Based Beauty
The clean beauty movement has done something powerful. It’s made us more conscious of what we put on our skin. We read labels. We care about sourcing. We want fewer irritants and more ingredients we can actually pronounce.
But somewhere along the way, “clean” started to become code for “scary-sounding ingredients = bad,” even when the science tells a different story.
Just because something is natural doesn’t mean it’s safe. And just because something sounds synthetic doesn’t mean it’s harmful.
Clean beauty should be grounded in knowledge, not fear. That’s why we want to talk about one ingredient in particular - one that gets a bad rep online, but plays a vital role in keeping your products safe.
The Phenoxyethanol “Problem” (That Isn’t Actually a Problem)
Let’s talk about phenoxyethanol, our preservative of choice, and the internet’s favourite ingredient to panic about.
If you’ve Googled it (or scanned our bottle with a certain app), you’ve probably seen a few red flags. But here’s what those headlines don’t tell you: phenoxyethanol is completely safe when used at low levels, which is exactly how we use it - and how it’s meant to be used.
It’s approved by the EU, the FDA, and health authorities around the world. It’s been studied extensively. And when used below 1%, it’s not only safe - it’s essential.
Because here’s the reality: a “clean” product without a preservative isn’t clean for long! Bacteria, mold, and yeast love warm, damp environments (like your shower). Without proper preservation, even the most natural formula can turn into a petri dish...
At Plouf, we’ll never use formaldehyde-releasing preservatives - ever. They’re harsh, irritating, and don’t belong anywhere near your skin. Phenoxyethanol is the better and safe choice: stable, effective, and gentle when used responsibly.
So while it might not score well on every app, we’ll take the science over the scare tactics.
About That Yuka Score…
The Yuka app, is great in theory. In reality? Almost impossible to “win” if you use anything but water and a flower petal. The app automatically penalises ingredients like phenoxyethanol, even when used safely, which makes it hard for thoughtful, transparent brands to score well.
Yuka looks at ingredients in isolation and do not look at the overall formulation and how ingredients interact with each other, nor does it consider ingredient concentration. If it's on their no list, it's on their no list without any further consideration.
We understand you want peace of mind. But clean beauty isn’t about getting a green score on an app that promotes pseudoscience - it’s about balance, evidence, and intention.
Clean, Conscious, and Kind
Clean beauty often goes hand-in-hand with doing better - not just for your skin, but for the planet and its animals, too.
At Plouf, we’re proud to be:
🌱 Vegan - no animal-derived ingredients, ever
🐰 Cruelty-free - never tested on animals
🏆 Award-winning - we’re proud winners of a Vegan Beauty Award
Clean Inside and Out
We believe clean beauty shouldn’t stop at the formula - it’s about the packaging too.
That’s why Plouf comes in bottles made from sugarcane, a renewable, plant-based material that’s kinder to the planet than traditional plastic which means 0 microplastics in our formula. Most people we meet are genuinely surprised to learn our bottles are made from sugarcane. It’s renewable, low-impact, and works just as well as conventional plastic, which makes you wonder why it isn’t used more often.
We’re proud to be part of a shift toward packaging that’s better for the planet, without compromising on quality or design.
What’s Actually in Our Body Wash
Behind every bottle of Plouf is a blend of clean, effective ingredients that hydrate, cleanse, and actually work. Here’s what's in your body wash:
🧼 Gentle Cleansers (That Actually Foam)
Sodium Coco-Sulfate: A coconut-derived foaming cleanser that gives you that satisfying lather, without the harshness of traditional sulfates.
Cocamidopropyl Betaine: Coconut-based, boosts foam and softens the formula.
Decyl Glucoside & Lauryl Glucoside: Ultra-gentle, biodegradable cleansers that clean without stripping your skin.
Caprylyl / Capryl Glucoside: A mild, plant-based cleansing agent that also helps evenly distribute fragrance.
💧 Skin-Loving Moisturisers & Conditioners
Glycerin: A classic humectant that draws water into your skin for lasting hydration.
Saccharide Isomerate (Pentavitin): A powerful plant-derived hydrator that binds moisture to skin even after rinsing.
Panthenol (Vitamin B5): A skin-soothing, barrier-repairing ingredient that keeps skin calm and soft.
Propylene Glycol: Helps ingredients absorb better into the skin and maintains smooth texture.
🛁 Fragrance & Feel
Parfum: Our signature scent blends, used at safe, controlled levels for that clean-but-sensual Plouf feeling.
Limonene, Linalool, Benzyl Benzoate: Naturally occurring fragrance components found in essential oils. EU regulations require them to be listed separately, even at very low levels.
🧪 Preservatives (The Safe Kind)
Phenoxyethanol: Our preservative of choice. Globally approved, safe at low levels, and essential to keep your product fresh and bacteria-free.
Ethylhexylglycerin: Boosts preservation while conditioning skin.
⚖️ pH Balancers & Stability Boosters
Lactic Acid: A mild alpha-hydroxy acid that gently balances pH and keeps skin smooth.
Citric Acid & Sodium Citrate: Help stabilise the pH of the formula so it stays gentle and effective.
Sodium Chloride: A touch of salt that helps adjust viscosity and enhances texture.
Aqua (Water): The clean base that brings everything together.
No Compromise, Just Clean That Works
Plouf is naturally derived - thoughtfully clean, beautifully effective.
We’re not here to overpromise or overcomplicate. Just to bring you a moment of joy, every time you step into the shower.
Because clean beauty should feel effortless - and above all, it should work.
