65% of women aged 35-54 scrutinize ingredient lists before making a purchase.

The hashtag #CleanBeauty ranks 6.1 billion tags on Instagram.

But "clean beauty" isn't a regulated term and I have been criticised by readers for using it.

People use terms like clean water and clean air to describe water that is safe to drink and air that is safe to breathe. It's quite simple and makes sense.

For me, clean beauty involves skincare and cosmetics that doesn't confuse my hormones, doesn't change my DNA and doesn't give me allergies.

My favourite tool to check for cleanliness of products is the app from Think Dirty .

Are you checking the ingredient list before buying creams, lipsticks and Co?