We’re more conscious than ever about what goes into our bodies, but what about what we put on them?

According to the Environmental Working Group (EWG), the average woman uses 12 beauty products containing 168 unique ingredients every single day. From foundation to mascara, lipstick to blush, that’s a lot of exposure. Behind the sleek packaging and pretty promises, conventional makeup can hide a cocktail of endocrine disruptors, allergens, and environmental toxins. So how do you know what’s safe?

Let’s break down the 10 makeup ingredients we avoid when shopping for beauty products, and share the safer swaps that still deliver on-point pigments, staying power, and zero toxic load.

The Beauty Industry’s Dirty Secrets

1. Paraben

Why is it in beauty products?

Paraben is widely used as preservatives to stop bacteria, mould, and yeast from growing in beauty products. They help extend shelf life, especially in water-based formulas.

What mainstream products do you find it in?

Found in everything from foundations and concealers to mascaras, lipsticks, and skincare products like moisturisers and cleansers. You'll often spot them on labels as methylparaben, propylparaben, butylparaben, or ethylparaben. 

What is the potential health impact?

Parabens are known endocrine disruptors, meaning they can interfere with the body’s hormone systems by mimicking oestrogen. Some studies have linked them to reproductive issues and breast cancer.

2. Phthalates

Why is it in beauty products?

Phthalates are often used to help products stick to the skin longer and to make fragrances last throughout the day. In makeup, they’re commonly found in scented formulas and products that need flexibility, like nail polish.

What mainstream products do you find it in?

You’ll find phthalates in perfumes, fragranced foundations, setting sprays, hair sprays, nail polishes, and even some lip products. 

What is the potential health impact?

Phthalates are linked to hormone disruption and fertility issues. Some studies also associate them with developmental problems, asthma, and even early puberty in children. The EU has restricted their use in cosmetics, but they’re still allowed in Australia and the US.

3. Synthetic Fragrance (Parfum)

Why is it in beauty products?

Synthetic fragrance is used to give beauty products a distinct or pleasant smell. It can also be used to mask the scent of less appealing ingredients in the formula.

What mainstream products do you find it in?

Fragrance is one of the most common (and most secretive) ingredients in makeup and can be found in nearly all conventional scented products. Unless the label says “fragrance-free” or specifies natural essential oils, it likely contains synthetic fragrance. Learn more about the benefits of essential oils here.

What is the potential health impact?

The problem with synthetic fragrance is that it can be made up of thousands of chemicals, many of which aren’t disclosed to consumers. These include allergens, irritants, and phthalates, which are linked to hormone disruption. Fragrance is also a top trigger for asthma, migraines, and skin irritation. 

4. PFAS (Per- and Polyfluoroalkyl Substances)

Why is it in beauty products?

PFAS are a group of more than 4,000 synthetic chemicals that are used in makeup to make products longer-wearing, waterproof, and smudge-proof. 

What mainstream products do you find it in?

You’ll spot PFAS in long-lasting or water-resistant mascaras, eyeliners, foundations, and lipsticks, though not always on the label. They often hide behind names like perfluorooctanoic acid, or “fluoro” compounds.

What is the potential health impact?

PFAS are known as "forever chemicals" because they don’t break down in the body or the environment. Exposure has been linked to hormone disruption, immune system suppression, reduced fertility, and even cancer. 

5. Talcum Powder

Why is it in beauty products?

Talc is added to products to absorb moisture, reduce shine, and provide a smooth, matte finish. It improves the texture and feel of powders and helps them apply evenly.

What mainstream products do you find it in?

It's common in products like eyeshadows, blushes, setting powders, and other powder-based makeup.

What is the potential health impact?

The main concern is that even while talc is regulated in the cosmetics industry, there is still a risk of talc being contaminated with small amounts of asbestos, a known carcinogen that causes serious lung issues and even cancer. 

6. PEGs (Polyethylene Glycols)

Why is it in beauty products?

PEGs are used to thicken formulas, help ingredients absorb better into the skin, and act as solvents or softeners. They improve the texture and spreadability of creams and lotions.

What mainstream products do you find it in?

PEGs are commonly found in moisturisers, primers, foundations and cleansing wipes.  

What is the potential health impact?

PEGs are petroleum-derived compounds that are sometimes considered a ‘safer’ ingredient, however they can be contaminated with ethylene oxide and 1,4-dioxane, carcinogens that are by-products of manufacturing. There are also concerns about PEGs irritating sensitive skin and having negative impacts on the environment.

7. Oxybenzone

Why is it in beauty products?

Oxybenzone is a chemical sunscreen agent that absorbs UV rays to protect the skin from sun damage.

What mainstream products do you find it in?

It’s often used in SPF foundations, tinted moisturisers, sunscreens, and lip balms.

What is the potential health impact?

Oxybenzone has been found to penetrate the skin and enter the bloodstream. It’s also a hormone disruptor and has been linked to coral reef damage, making it harmful to both your health and the environment.

8. BHA & BHT

Why is it in beauty products?

BHA (Butylated Hydroxyanisole) and BHT (Butylated Hydroxytoluene) are synthetic antioxidants used as preservatives. They help extend the shelf life and enhance the colour of products by stopping oxidation. 

What mainstream products do you find it in?

You’ll find BHA and BHT in a range of cosmetics, including lipsticks, eyeliners, foundations, moisturisers, sunscreens, and sometimes even hair care products. They’re often hidden among other preservatives and antioxidants on ingredient lists.

What is the potential health impact?

BHA is suspected to disrupt hormones and is listed as a possible human carcinogen. BHT has been linked to liver and kidney damage, and both can cause irritation, especially for sensitive skin. With regular use over time, these chemicals may pose a real risk to your health

9. Carbon Black

Why is it in beauty products?

Carbon Black is a black pigment used to give products a rich, dark colour. 

What mainstream products do you find it in?

You’ll spot it in many mascaras, liquid eyeliners, and even some dark lipsticks or nail polishes. It’s usually listed as “Carbon Black,” “Black 2,” or "CI 77266" on ingredient labels.

What is the potential health impact?

Carbon Black is derived from incomplete combustion of carbon-based materials (like coal tar) and is considered by the EWG as a possible human carcinogen and allergen. In beauty products, it's typically used near the eyes, a sensitive area, which raises additional concerns, with frequent or long-term use.

10. Formaldehyde + Formaldehyde-Releasing Preservatives

Why is it in beauty products?

Used to prevent bacteria and extend shelf life, formaldehyde is often released slowly by other preservatives.

What mainstream products do you find it in?

Common in nail polish, eyelash glue, hair treatments, and some mascaras or liquid foundations, especially those with long shelf lives or anti-bacterial claims. 

What is the potential health impact?

Formaldehyde is a known human carcinogen, skin irritant and allergen. Exposure can lead to respiratory issues, eye irritation, and allergic skin reactions.

Natural and Refillable Makeup That Works

These top 10 ingredients to avoid in makeup and skincare might be a lot to take in, but the good news is that you don’t have to sacrifice results for safety. There’s a growing movement of beauty brands that are proving you can have high-performance, pigment-rich products without the toxic baggage. We’ve done the research (so you don’t have to) and tested the best natural, toxin-free makeup that delivers on performance and peace of mind.

One of our go-to faves? Scoop Whole Beauty! Their clean, Australian-made makeup is infused with skin-loving ingredients like hyaluronic acid, jojoba oil, and vitamin E. It’s lightweight, breathable, and kind to sensitive skin. Even better? Their refillable packaging means you can look good and feel good while cutting down on waste. Their range covers everything from primers and foundations to blush, eye makeup and lipgloss, so you can build a full makeup kit that’s clean, safe and cruelty-free. 

Ready to make the switch? Shop our full Clean Makeup range here!



Never hesitate to reach out if you have any questions at askusanything@goforzero.com.au.

With Love, 
Ellie xxx