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"Clean" has become one of the most overused — and least understood — words in beauty. Walk into any store and you'll see it stamped on labels: clean, natural, pure, non-toxic. But what does any of that actually mean? In most cases, very little. The word "clean" has become a marketing reflex, not a standard. At Own It Soap Company, we think it deserves a real definition. The Problem With "Clean" The clean beauty movement started for the right reasons. Consumers wanted to know