Clean Hair Care – What Does It Really Mean?
by Maja Reinholdsson on Feb 28, 2025
As a consumer, it’s not always easy to navigate through all the promises, certifications, and terms circulating in the beauty world. We know that many people want to make conscious choices – for themselves, for the environment, and for those working in the supply chain.
Clean beauty is a term that’s becoming increasingly popular. But what does it mean?
There isn’t a universally agreed-upon definition yet. However, the term was coined in response to weakly regulated cosmetic legislation. Clean beauty often refers to products made without ingredients that have a negative or questionable impact on human health (think Goop or Ceremonia). We believe this definition aligns well with our philosophy, which is why we’ve chosen to call our haircare clean hair care.
Here, we’ll share how we at Rufs view clean hair care, what it means for us, and how we aim to create clarity and transparency around our choices.
Our View on Clean Hair Care
We started Rufs because we felt there was a gap in the market for gentle yet effective products. After trying hundreds of haircare products, we realized that there was a need for products that truly work without compromising safety or ingredients.
We wanted to create haircare that could be used by all age groups as well as being:
-
Safe and gentle for both hair and skin
-
Made with naturally sourced ingredients
-
Free from substances that may irritate or cause allergic reactions (e.g. strong essential oils)
-
Completely free from sulfates, parabens, microplastics, fragrances and silicones
-
Cruelty-free – never tested on animals
-
With a high percentage of natural, minimally processed ingredients, like coconut oil and shea butter
-
As organic as possible
-
Produced and packaged with sustainability in mind – we use recycled plastic, biobased tubes, and tailored packaging to avoid shipping air
-
Dermatologically tested to minimize the risk of skin irritation
-
Manufactured in Sweden, with high quality standards
-
Developed for children from 0 years – always under adult supervision*
-
All products comply with EU’s strict regulations and Sweden’s national cosmetics legislation, overseen by the Swedish Medical Products Agency
We sometimes use synthetic ingredients, but only when they come from natural sources and serve an important function. For example, we use mild surfactants from coconut oil to create a creamy foam that cleanses without drying out.
Transparency and Nuances
Not everything that’s natural is automatically safe, and not everything that’s “clean” is necessarily entirely natural. Just like many others within clean beauty, we believe it’s about more than just excluding certain ingredients. It’s equally important to be transparent about where and how raw materials are sourced, and how products impact both people and the environment.
Clean Hair Care and Our Mission
For us, clean hair care isn’t just about ingredients—it’s about embracing what’s naturally good. Just like kids, with their purity, honesty, and free spirit. We want to inspire kids and young people to embrace their hair—regardless of texture—explore their expression, and feel great—just as they are.
Our vision? To strengthen hair self-esteem for future generations. To break norms and provide a counterbalance to the appearance-related pressures many young people feel today. We’re always learning and are happy to share our insights.
Got thoughts or questions? Feel free to reach out to us!
