By Biljana Markova, Founder & CEO of Clean Rebel
In a beauty industry flooded with copy-paste products and white-labeled skincare lines, Clean Rebel was born to challenge the norm. While many brands focus on branding and packaging first, we focus on formulation and purpose. Our commitment to integrity and performance isn’t just a marketing angle. It’s the foundation of everything we do.
The fact is: most cosmetics on the market today aren’t truly unique. And if you’ve ever felt like every “clean” product seems to deliver the same experience, there’s a reason for that.
How Most Skincare Is Created
Let’s take a peek behind the curtain.
Most beauty brands create products using one of the following methods:
1. White Label
This is the fastest and easiest route. A manufacturer has pre-made formulas ready to go. A brand simply chooses one, picks packaging, and adds a logo. That’s it - the same formula can be sold by dozens of other brands under different names.
2. Private Label
A slightly more “custom” approach. Brands start with a base formula provided by a manufacturer and tweak a few ingredients (maybe a different scent or texture), but it’s still based on an existing product.
3. Bench Sample
In this case, formulators create a sample based on what already exists in the lab. The brand can offer some input, but the starting point is almost always something pre-existing.
4. Custom Formula
At first glance, this seems like a truly unique approach. But even most “custom” formulas are built off a base the lab has already used dozens of times before. It’s not as custom as it sounds and there is no way for a brand to trace the exact ingredients or where they came from.
None of these paths are inherently wrong, but they’re not how Clean Rebel does things.
Clean Rebel Formulates Through Tech Transfer - And That Changes Everything
At Clean Rebel, we use a method called Tech Transfer to create our products. What does that mean?
Tech transfer is a process where our own original formula, designed from scratch based on our principles, ingredients, and performance goals, is transferred to a lab for scale-up and production. The formula doesn’t originate from the lab. It originates from us.
This is a completely different approach from typical cosmetic manufacturing. It’s slower, more complex, and definitely more expensive. But it’s also the only way to ensure that our formulas are:
• 100% original
• Free from shortcuts and generic ingredients
• Crafted intentionally for long-term skin health (not just instant gratification)
We don’t accept base formulas. We don’t let manufacturers lead. We come to them with a clear vision and a detailed formula that reflects exactly what we stand for.
Full Control Means Full Transparency
Importantly, this approach gives us full control over our formulas and ingredients. We know exactly where each ingredient comes from. Nothing is hidden, outsourced blindly, or left to chance. This means traceability, transparency, and accountability at every level of our supply chain.
We procure each ingredient individually, working directly with the world’s top producers to ensure the highest quality, organic certifications, and ethical farming practices. From soil to bottle, we know the journey each ingredient has taken, and we take pride in that. When we say our formulas are clean, we don’t just mean they’re free from toxins. We mean they’re responsibly made and fully traceable as well.
Formulated With Purpose - Not Profit
Every Clean Rebel product starts with a question: What does the skin truly need to thrive in the long term without compromise?
Our answers are rooted in our core values:
• Organic: We prioritize certified organic botanicals wherever possible.
• Natural: Our formulations lean into plant-powered actives that the skin actually recognizes and responds to.
• High-Quality: We select every ingredient based on science, safety, and performance, not cost-cutting or aesthetics.
• Minimalist: Fewer ingredients, more impact. We believe less is more when it comes to truly effective skincare.
• Effective: No filler. No fluff. Our products are tested to deliver real results, not just fragrance and texture.
All of this means that: we didn’t just put our name on an existing formula and call it clean beauty. We created something that reflects our uncompromising commitment to authenticity and innovation.
Why It Matters for Your Skin
The skin is your largest organ. What you put on it daily matters.
Mass-produced skincare can look and feel nice, but often comes with hidden compromises: potential allergens, low-performing actives, synthetic fillers, or unstable ingredient blends that don’t stand the test of time.
By contrast, Clean Rebel formulations are built from the ground up to be:
• Gentle yet powerful
• Rich in active botanicals
• Supportive of skin longevity
• Free from toxic or questionable ingredients
• Balanced in pH, texture, and efficacy
In short: they’re built to work with your skin, not just on it.
The Bottom Line
Clean Rebel isn’t just a name. It’s an antidote to the beauty industry’s shortcuts. It’s a commitment to doing things the hard way, because we believe that’s the only way to do it right.
If you’ve ever wondered why our products feel different - why they perform differently, smell cleaner, absorb better, and leave your skin feeling supported instead of smothered - this is why.
We don’t follow trends.
We don’t cut corners.
And we definitely don’t settle for off-the-shelf formulas.
We formulate with intention, we source with care, and we deliver with integrity.
That’s what makes us different.
That’s what makes us Clean Rebel.
