Trends in the 10th Clean Beauty Awards: Innovation That Goes Beyond the Label

Every year, a few products rise above the rest—not because of their scent or packaging—but because they rethink what skincare and beauty can be. At the 2025 Clean Beauty Awards, judges identified a standout group of products that pushed boundaries in formulation, ingredient science, and overall efficacy. These weren’t just clean—they were clever.

From postbiotic moisturizers to multi-functional fragrance kits, the most innovative products of the year challenged conventions and redefined expectations. Each entry below caught the attention of our judges for doing something truly different—whether through a hero ingredient, a transformative texture, or a completely fresh format.

Serums and Moisturizers With a Twist

Orpheus Skincare – Resurrection All-in-One Serum

Shannon Mann (@oysterstopearls) called this one “a beautiful combination of natural ingredients and probiotics for calming and acne control,” adding, “I love that it actually builds up your skin barrier versus a peel or sloughing cream.” This is formulation innovation with a purpose—gentle, supportive, and barrier-first.

SAOR Skin – Postbiotic Moisturiser

Also praised by Shannon Mann (@oysterstopearls), this moisturizer impressed for its microbiome-friendly formulation. “Really was a fresh 'bang for your buck' product. Helped reduce redness and was gentle for sensitive skin,” she said, highlighting its postbiotic power for skin health.

Veriphy Skincare – 20/20 Eye Cream

Haley Porter (@thehaleyporter) didn’t hold back, calling it “the most innovative product I reviewed.” The secret? “PhytoSpherix, a phytoglycogen that naturally powers the skin to produce collagen and elastin.” This next-gen ingredient shows how smart actives can deliver visible results.

Jessica Wellness Skincare – Magic Skin Healing Moisturizer

Texture innovation also took center stage. Aimee Hembree (@aimeehembree) shared, “The balm-to-oil consistency was very luxurious without being heavy. It melts into the skin beautifully, leaving my skin radiant.” A comforting experience, from formula to finish.

Cleansers and Scrubs That Do More

Orpheus Skincare – Resurrection Serum Slip Cleanser

This product blurred the line between cleanser and serum. Elena Gutorova (@kellsy2901) noted, “Its serum-infused formula stood out from traditional cleansers, offering both a deep cleanse and nourishing hydration in one step.” The result? Efficiency without compromise.

in your face skincare – Bamboo Refining Polish

Scrubs got a glow-up with this exfoliating innovation. Caitie Anisman-Reiner (@naturallabeauty) explained, “The dropper packaging is a new format for a physical scrub… the liquid suspension is loaded with fine exfoliating particles that buff and refine skin texture with zero irritation.”

Glo Melanin – Turmeric Soap

Marie Karla (@healthandbeautycoach_) was wowed by the hybrid functionality: “Has the cleansing power of a soap bar and oil cleanser combined, with the anti-inflammatory benefits of turmeric and moisture from rosehips.” It’s skin therapy disguised as soap.

Hair Care With Substance and Style

BACK OF BOTTLE – ID Shampoo

Simple doesn’t mean basic. Jennifer Somkovic (@Blonde25) said, “It helped my hair! It was simple yet effective,” and praised the no-nonsense packaging: “To the point and easy to see what it is for.” Innovation here was clarity and performance in one.

Hi-Desert Silba Soap – Strengthens & Volume Rice Protein Shampoo Bar

This shampoo bar left a strong impression. “Very different than I am used to. It lathered up well and left hair looking smooth,” said Jennifer Somkovic (@Blonde25). An eco-conscious format with salon-level results.

Bath and Scent That Go Beyond the Surface

Auratherapy – Chakra Boost Discovery Kit of 7 Mini Roll-On Perfumes

A sensory experience unlike any other. “Unique as it wasn’t just a fragrance but also incorporated color therapy and healing therapy,” noted Sherry Chen (@mochiandblush). Innovation here was spiritual, emotional, and aromatic.

Naturobath – Urban Mermaid Bath Soak

A bath product with serious flair. Brianna Salerno (@blessedholisticlife) shared, “Loved the ingredients and how it made my skin feel while making my bath a beautiful blue! I truly felt like a mermaid.” Function met fantasy, and both delivered.

Buck Naked Soap Company – Cotton Candy Bath Macarons

Playful design met effective formulation. “An innovative product that made the entire bath experience feel elevated,” said Brittany Beaver (@thepaleodietitian). It’s a reminder that innovation can be fun, too.

From science-backed serums to hybrid bath rituals, this year’s most innovative clean beauty products were more than just trendsetters—they were game changers. Each one brought something unexpected to the table, proving that clean beauty continues to evolve in bold, exciting directions.

Interested in how brands are innovating beyond the formula? Read about the products with sustainable packaging that impressed judges at this year’s Clean Beauty Awards. Click here to unlock the Ultimate Clean Beauty Guide, which covers everything you need to know about the 2025 Clean Beauty Awards! You can also watch the Awards Ceremony here to discover the finalists per category, presented by our judging panel.

For more insights, judge highlights, and trend spotlights, follow CertClean on Instagram @CertCleanInc.