The beginnings of the clean beauty trend are unclear.

Some attribute it to Whole Foods’ expansion in the 1980s and the subsequent stocking of their aisles with beauty products that had a wellness bent.

However, the idea only began to take on a life of its own with the advent of Gwyneth Paltrow’s Goop newsletter in 2008, which endeavored to make the granola lifestyle a hip one and turned “clean beauty” into a commonplace term.

The market has since exploded with countless websites touting various skin care and makeup products under the umbrella of clean beauty. Many influencers on social media reinforce the idea that the conscientious buyer should purchase only products that display the term. And yet the term is essentially meaningless because there is no official definition or standards—companies can claim a product is clean based just on their own rules and practices. To make informed decisions as a consumer, it’s important to understand the confusion and investigate some of the most common myths of clean beauty.

MYTH 1: All-natural ingredients are better than synthetic ones

It’s puzzling how this myth took hold. After all, there are plenty of toxins that are naturally occurring, such as mercury and poison ivy. Regardless, the idea that man-made beauty product ingredients are something always to be feared has grown via social media and misleading marketing. Some companies have even used this tactic to charge consumers more for the promise of clean.

But natural ingredients are not necessarily better, nor are man-made ingredients the enemy. Synthetic ingredients deemed safe have gone through rigorous testing and scientific research, and the results can be easily replicated. Natural ingredients, on the other hand, can be much more temperamental, as they can change based on transient conditions like weather, seasons, and minerals in the soil.

MYTH 2: Clean beauty is more environmentally friendly

While it’s easy to assume something natural would also be more eco-friendly, the facts are more nuanced. Clean beauty often has a proclivity for using minimalist packaging or compostable materials, but the life cycle of the product itself may be a lot shorter due to its more natural formulation, which means it will need to be thrown out and replenished sooner. There is also the matter of the ingredients that need to be harvested. Agriculture can result in diminishing biodiversity and soil depletion, among other consequences. Conversely, creating ingredients in a lab can be much more sustainable in some ways.

MYTH 3: Conventional cosmetics are not regulated

This is something you might hear from a fearmongering company that is marketing clean beauty products, but it’s far from the truth. The FDA oversees the cosmetics industry, and it’s illegal for a brand to manufacture and sell products that are toxic or dangerous. One of the most common scare tactics is to compare the European Union’s list of banned ingredients to the United States’ list. The former has well over 1,000, while the latter has only eleven. However, it isn’t because the United States is lax. Our country simply includes ingredients that might be more common in the industry. The EU, on the other hand, lists all dangerous ingredients—even ones that would never be used in cosmetics.

MYTH 4: Clean beauty is better regulated

There are no specific standards for clean beauty; the word “natural” isn’t regulated at all, which means companies can claim this label on their product without being forced to show what percentage of natural ingredients it contains. To prove the authenticity of their products, some companies have turned to third-party organizations and certifications, but these organizations may have their own agendas, making them unreliable. For instance, the Environmental Working Group (EWG) is known for cherry-picking data to support its views despite many scientists not agreeing with its stances.

MYTH 5: Clean beauty products are safer for sensitive skin

It sounds a little counterintuitive, but natural ingredients can actually trigger reactions in sensitive skin more than ingredients formulated in a lab to be hypoallergenic. In fact, some of the most common natural ingredients, like essential oils, citrus extracts, and natural fragrances, are known allergens and irritants. Plus, the preservatives often used in clean beauty products have not been studied as extensively, in part because they are much newer and their long-term health effects are largely unknown. Alternative preservatives also exist, but they tend to be less effective, requiring a higher concentration of them in products. Everyone’s skin is different, so it’s important to assess all ingredients, both natural and man-made, to figure out what is most suitable for you.

As the market for clean beauty continues to grow, be sure to do your homework to evaluate both synthetic and natural ingredients when choosing products for yourself. Some companies that prioritize sustainability and high-quality natural ingredients might be a great fit for you. But if a company is advertising via scare tactics, take that as a sign to pause and evaluate the facts rather than be swayed by myths.