When it comes to clean beauty that actually works, Crunchi appears to have carved out a unique spot in the cosmetic industry by prioritizing safety, performance, and sustainability. Here’s my honest review on this 9-year-old company committed to transparency and ethical practices. Crunchi is definitely a game-changer in the world of non-toxic skincare and cosmetics but are all the products worth the hype and the price tag? I’m sharing a transparent review on which Crunchi clean beauty products deserve a spot on your radar (and your vanity!).
When Beautycounter closed its doors in May of 2024 I was on a mission to find the next cleanest beauty option on the market. With hundreds of teammates and clients not knowing where to turn for uncompromised clean beauty that actually still performed I was determined to offer a solution. With such high standards for ingredients and an unwillingness to compromise, other “clean beauty” brands were quickly eliminated. Whether it was “waterless beauty” that contains fragrance while claiming to also be “fragrance-free” or other greenwashed options packaged in plastic and laced with questionable preservatives, Crunchi emerged as the only option that checked all my boxes.
What Makes Crunchi Stand Out?
Crunchi’s commitment to clean beauty goes beyond catchy slogans. Here are the pillars that set them apart:
1. Plastic-Free Primary Packaging
Crunchi leads the charge in sustainable beauty with 100% plastic-free primary packaging. From glass bottles to paperboard and aluminum materials, their eco-conscious approach minimizes environmental impact without sacrificing style. Partnering with 4Ocean and Pact Collective further reduces any possible impact from any small pieces that may be difficult to recycle.
2. The Banished List
Crunchi’s Banished List excludes over thousands of potentially harmful ingredients from their formulations. This ensures every product is safe for your skin and health. Crunchi also intentionally selects every ingredient to ensure it’s appropriate for every stage of life. For example, retinol is and will always be on the Banished List because it’s not safe for pregnancy and breastfeeding. When there are ever any safety questions about ingredients, Crunchi opts to err on the side of caution and choose something else without question.
3. Certified Organic Ingredients
Crunchi doesn’t just prioritize clean ingredients—they invest in certified organic ones. This dedication enhances product quality and aligns with their mission to reduce exposure to harmful chemicals.
4. Gluten-Free and Talc-Free
Every Crunchi product is gluten-free, talc-free, and meticulously tested by third-party labs. For those with sensitivities or specific health concerns, this level of assurance is invaluable.
5. Made in the USA (Mostly!)
While most Crunchi products are proudly manufactured in the U.S., their wooden pencils are crafted in Germany to meet the highest quality standards.
6. EWG Verification
Crunchi is dedicated to achieving the highest safety standards, as evidenced by their partnership with the Environmental Working Group (EWG). As of January 2025, 23 of their products are EWG Verified—a prestigious certification that ensures products meet strict health and transparency standards. With more products undergoing verification each month, Crunchi continues to raise the bar for clean beauty.
Why Safety and Performance Go Hand in Hand
Crunchi’s dedication to safety doesn’t mean compromising on performance. By double-testing their raw materials and finished products, Crunchi ensures you’re getting effective, high-quality products free from harmful contaminants. Even their colorants are 100% dye-free, avoiding FD&C colorants and lake dyes entirely. Instead, they use alternatives (e.g. iron oxides) that undergo rigorous third-party heavy metal testing.
I had the opportunity to learn from Crunchi’s Co-Founder Melanie Petschke in an Ingredients 101 class this month. She is the brain behind so many formulations, innovation and the reason why Crunchi will NOT compromise on ingredients even if it would make product development easier. No shortcuts, ever. She did a deep dive on ethoxylated ingredients (post to come soon on this!), preservatives, fragrance and colorants. I took so many notes my hand cramped!
Partnerships That Matter
Crunchi’s impact goes beyond beauty. Their partnerships with organizations like 4Ocean and Breast Cancer Prevention Partners (BCPP) reflect their broader mission to protect people and the planet. By supporting these initiatives, Crunchi underscores their commitment to sustainability and health advocacy.
I was really hesitant when trying out the products because I’ve tried so many “clean” options that have failed performance wise. I also was really sad that my tried and true Beautycounter favorites were unavailable and I was forced to try others. Much to my surprise, Crunchi’s makeup actually out-performs any clean beauty brand I’ve ever tried (including Beautycounter’s) and the skincare is just as impressive!
Product Reviews: My Favorites from Crunchi
I Am Polished
If you’re struggling with dull skin, this exfoliating face polish is your answer. Polished leaves your skin feeling incredibly smooth, refreshed and makeup goes on flawlessly once all those dead skin cells are buffed away. With certified organic ingredients, it’s gentle yet effective at removing dead skin cells so you’re well on your way to glowing!
Goldenlight
If you want to take your skin from a raisin to a grape with one product, Goldenlight is it. Nicknamed “Botox in a Bottle”, this powerful hydrating serum is packed with anti-aging actives that will help tighten, brighten and firm. Perfect for all skin types, it’s a must have if you’re wanting luminous and nourished skin.
Gentle Facial Bar
I have NEVER been a bar soap person for my face or body but Crunchi’s Gentle Facial Bar is the creamiest, dreamiest cleanser that lathers without stripping. Made with unicorn tears (jk), it’s my new favorite foaming cleanser but without any of the harmful chemicals that typically make a cleanser foam. If you have skin, this one is for you! It’s also the free gift for Crunchi’s Rewards program. Note that this is just rewards- no gimmicks. No auto-ship, no gimmicks, just perks- like 10% back, a free facial bar, free shipping & more!
If you’re trying to improve uneven skin tone or feeling dull, a brightening vitamin C serum with ferulic acid will be helpful. I am Bright targets dark spots and uneven skin tone with powerful actives that are strong enough to be effective but not so harsh it irritates skin. It’s a go-to for achieving radiant, even skin.
Daylight Advanced
Finding the perfect daytime moisturizer has always been a tricky one for me. I’m very Goldilocks and I want it just right- not too thick and not too thin. Daylight Advanced provides intense hydration while working to improve skin texture and elasticity. It’s perfect for daytime use under makeup or on its own. I also love to use this at night with a few drops of I am Luminous!
Tinted SPF
This is the GOAT of Tinted SPF. It’s not heavy or greasy yet has better coverage than any tinted SPF I’ve ever tried. It’s also buildable, provides SPF30 and comes in 5 different very forgiving shades. Tinted blends effortlessly and provides a natural, dewy finish, making it a staple for everyday wear.
Beautifully Flawless Foundation
Crunchi’s foundation delivers buildable coverage with a flawless finish. Its lightweight formula feels comfortable on the skin and is perfect for achieving an airbrushed look, especially if applied with a flat top brush. I only use half a pump of foundation unless I’m going on television or a date night and then I’ll build up the coverage with a full pump.
My Alibi Liquid Concealer
This concealer provides excellent coverage for dark circles and blemishes while maintaining a natural look. It’s creamy, blendable, and long-lasting—ideal for busy days and mom life!
Eye Shadow Palettes
Crunchi’s talc-free eyeshadows offer rich pigmentation and smooth application. With a variety of shades to choose from, you can create everything from subtle daytime looks to bold evening statements. The Enchanted Neutrals Palette is my favorite!
Liquid Blush
You would usually lose me at “liquid” because I will always be a powder girl, but this liquid blush is a game-changer. So easy to apply with your fingers or a brush, it’s long lasting and offers a natural flush of color or a bold look if you build it up. Easy to blend and build, it provides a radiant glow that lasts all day without feeling heavy.
Shattered Mascara
This is the only Crunchi product that I can’t recommend with full confidence. I personally like this mascara and find that it lengthens and volumizes my lashes without smudging but I’ve had some clients share opposite experiences. I’ve also had plenty of clients reorder but I think it’s important to remember truly clean mascara is like saying “bake me a cake but don’t use flour, sugar or eggs”. It’s a tall order and things like eye shape and oil production also greatly impact a mascara’s performance. So maybe give this one a try knowing Crunchi has a 30 day return policy if you don’t love it!
Why Crunchi Deserves a Spot in Your Clean Beauty Routine
Crunchi’s dedication to safety, sustainability, and performance makes it a standout in the clean beauty space. Whether you’re looking to minimize your environmental footprint or simply want safer, high-performing products, Crunchi offers an impressive range of options.
Are you ready to detox your makeup bag or make some safer skincare swaps? Comment on this post, fill out this form or join my free Clean Living VIP group to join hundreds of other women looking to make safer swaps in their homes!
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