Have you been to any of the beauty conferences this year or opened a trade magazine and discovered the surge of marketing claims promoting “clean,” “non-toxic” and “green” skin care products? After a personal investigation of my own, I've learned that behind some of these buzzwords, hidden dangers that even the most informed professionals may overlook exist. Beginning with the term "forever chemicals", also known as “PFAS” (or “per”- and “polyfluoroalkyl” substances).
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Have you been to any of the beauty conferences this year or opened a trade magazine and discovered the surge of marketing claims promoting “clean,” “non-toxic” and “green” skin care products? After a personal investigation of my own, I've learned that behind some of these buzzwords, hidden dangers that even the most informed professionals may overlook exist. Beginning with the term "forever chemicals", also known as “PFAS” (or “per”- and “polyfluoroalkyl” substances).
These synthetic compounds were never meant to mingle with skin, yet they quietly persist in formulations across makeup, sunscreens and even skin care products claiming to be “natural.” As licensed professionals, understanding what PFAS are and how to educate clients about them is part of protecting not just their skin, but their long-term wellness.
What Are Forever Chemicals?
PFAS are a group of man-made substances developed in the 1940s for their incredible resistance to water, oil and heat. They’re used to make products “non-stick,” “long-wearing” or “water-resistant.” In skin care and cosmetics, PFAS can enhance texture, create a smoother finish and increase spreadability.
Unfortunately, these same properties make PFAS nearly indestructible. They don’t break down in the environment or the human body, which is why they’re called forever chemicals. Studies have connected them to serious health risks, including hormone disruption, immune system effects and potential links to certain cancers.
When used in skin care, PFAS may not immediately cause irritation, but their
“bio-accumulation” over time poses a silent threat. What’s worse, they can enter the bloodstream through repeated topical exposure.
Where Are PFAS Hiding in Skin Care?
You won’t usually see “PFAS” listed on an ingredient label. Instead, they hide behind complex names ending in “-fluoro” or “-perfluoro”, such as:
- PTFE (Polytetrafluoroethylene)
- Perfluorodecalin
- Perfluorononyl dimethicone
- Polyperfluoromethylisopropyl ether
These are found in products that promise “long-lasting wear,” “oil control,” “smooth finish” or “resistance to sweat and humidity”. Common culprits include:
- Primers and foundations
- Waterproof mascaras and eyeliners
- Long-wear lipsticks
- Some sunscreens and lotions marketed as “oil-free” or “anti-aging”
The problem? Many of these same products are marketed as “clean” or “dermatologist-tested,” creating confusion for both professionals and clients who trust that label.
Misleading Marketing Claims
The “clean beauty” movement began with good intentions, but in today’s overcrowded product market, greenwashing has become a powerful sales tool. Brands often highlight what their products don’t contain (like parabens or sulfates) while quietly including PFAS that don’t have to be disclosed under current labeling laws.
Since there’s no standardized regulation for “clean” skin care, the burden of education falls on professionals. This is where we, as aestheticians and skin wellness practitioners, can help our clients see through the marketing noise.
How to Educate and Protect Clients
- Teach label awareness.
Encourage clients to look for red-flag ingredients containing “fluoro” or “perfluoro.” A quick scan of the label can reveal a lot about a product’s integrity.
- Choose transparent brands.
Support companies that provide full ingredient disclosure and third-party testing for contamination. Independent lab testing is often the only way to confirm a product is truly PFAS-free.
- Prioritize skin health over hype.
Instead of recommending products based on trends, guide clients toward formulas that support the skin’s natural repair and barrier functions. Science-based, regenerative brands—like those using stem cell or peptide technology—work with the body’s systems, not against them.
…and most of all
- Stay educated.
Regulations around PFAS are evolving. Stay updated with research and share that knowledge with peers and clients. Roundtables with other professionals help build awareness, which builds trust and positions you as an informed authority in a crowded field of misinformation. Many product line owners can also be a great resource for information.
Putting it All Into Perspective
I think the best we can teach our clients is that true skin wellness isn’t about temporary results or trendy claims—it’s about understanding the long-term impact of every ingredient we apply to the body’s largest organ!
As licensed professionals, our responsibility goes beyond treating surface symptoms. It’s about leading with integrity, protecting client health and demanding transparency from brands that shape our industry.
“Forever chemicals” may be designed to last forever, but our commitment to skin health should outlast them.
