In the last decade, the clean beauty industry has seen explosive growth. While this expansion is positive, it has become challenging for consumers to navigate controversial ingredients, marketing claims, and product performance. Finding honest and transparent brands that disclose all ingredients, test for heavy metals, and successfully improve skin appearance is a difficult task. One company that has been a leader in clean cosmetics is Crunchi. Established in 2016 with a few staple makeup items, Crunchi has since experienced significant growth and launched numerous new makeup and skincare products that often outperform competitor brands.
As an experienced tester and researcher of clean beauty brands for over a decade, the author finds themselves using Crunchi products most frequently. The brand adheres to exceptionally high standards regarding safety, and their products have demonstrably improved the author's aging skin. To help consumers discern quality amidst the market's noise, this comprehensive review of Crunchi skincare and makeup has been compiled.
Understanding Crunchi: Brand Philosophy and Standards
Crunchi is a clean beauty brand founded in 2016 by Kelly Kreusler and Melanie Petschke. The initial product offerings included a lip gloss, concealer, and makeup brushes, which achieved immediate success. Crunchi maintains an extensive Banished List and is Leaping Bunny Certified, signifying their commitment to cruelty-free practices. Furthermore, they conduct third-party testing on both raw materials and final formulations for heavy metals.
The company's core mission is to positively impact and empower lives by providing sustainable, clean beauty and personal care products that deliver on performance. Based in Stuart, Florida, nearly all Crunchi products are manufactured in the USA.
Rigorous Safety Standards and Ingredient Transparency
After reviewing and researching numerous clean beauty brands, Crunchi exhibits the most stringent set of standards evaluated to date. Their comprehensive Banished List includes any known harmful or questionable ingredients, such as undisclosed fragrance, endocrine disruptors, carcinogens, formaldehyde, chemical sunscreens, coal tar, parabens, phthalates, ethoxylated ingredients like PEGs, retinols, sulfates, and phenoxyethanol.
Crunchi also engages in third-party testing of raw materials and final formulations for contaminants like heavy metals. This practice is particularly crucial for color cosmetics, which are frequently contaminated with lead. Notably, the FDA and EU do not currently mandate testing to ensure products meet recommended safety standards for heavy metal contamination.
"Clean" vs. "Natural": A Crucial Distinction
Crunchi does not position itself as a purely "natural" skincare company, nor does it claim to be. Instead, the brand focuses on delivering safe and effective products that exclude harmful synthetic or natural ingredients. It's important to note that the term "natural" in cosmetics lacks regulation. Just because an ingredient is natural does not inherently make it safe or suitable for skin application. Unfortunately, some natural substances, like clay, are highly prone to heavy metal contamination.
From a clean beauty perspective, utilizing products free from known harmful or questionable ingredients is paramount. Equally important is sourcing ingredients less likely to be contaminated and rigorously testing both raw materials and finished formulations for contaminants.
Avoiding Phenoxyethanol: A Commitment to Safer Preservatives
Phenoxyethanol is a controversial ingredient approved for cosmetic use by the FDA and EU. However, due to its questionable nature, Crunchi deliberately excludes it from their formulations. Phenoxyethanol is synthesized through the reaction of phenol and ethylene oxide, a process known as ethoxylation, which can produce byproducts like 1,4-dioxane and ethylene oxide, both potential carcinogens.
While it is possible to obtain purified phenoxyethanol with reduced levels of these byproducts through rigorous testing, consumers cannot verify such processes. Crunchi opts for safer, yet equally effective, preservatives for their cosmetic formulations.
Crunchi's Commitment to Transparency and Certifications
The transparency offered by Crunchi is commendable. For each product, the ingredients list is prominently displayed on its respective page, eliminating the need for extensive searching. Products feature clear certifications, including EWG Verified® status, and provide explicit recommendations for safe layering and usage with other products. Crunchi also offers detailed information regarding the packaging of each product.
Crunchi maintains clear messaging regarding its safety standards and sustainability initiatives, explicitly outlining excluded ingredients in its Banished List. The brand currently boasts eight EWG Verified® products and is in the process of obtaining EWG verification for all its offerings.
Product Performance: Skincare and Makeup Highlights
Crunchi has distinguished itself as a clean cosmetics company with an unwavering commitment to safety and performance. The brand formulates products utilizing evidence-based active ingredients, including bakuchiol, stable vitamin C, hyaluronic acid, peptides, and alpha hydroxy acids. Based on personal experience, Crunchi products perform exceptionally well and are suitable for all skin types, including sensitive skin.
Key Skincare Products
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The Goldenlight® Multi-Peptide Serum: This serum boasts a 15% peptide concentration and hyaluronic acid, designed to visibly lift, firm, and sculpt the skin. The high peptide blend is considered exceptional within the industry. The serum's texture is highly praised, and users have reported immediate improvements in fine lines and wrinkles. It contains three evidence-based peptides: Palmitoyl Tripeptide-1, Palmitoyl Tripeptide-38, and Palmitoyl Tetrapeptide-7, which are recognized for their anti-aging benefits.
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Daylight Advanced and Nightlight Advanced Moisturizers: These moisturizers are enriched with active ingredients that hydrate, reduce the appearance of lines and wrinkles, and visibly firm and plump the skin. The collection includes azelaic acid, bakuchiol, and vitamin C, working synergistically to deliver results. These moisturizers incorporate the latest advancements in safe, clean skincare ingredients. Bakuchiol, gaining popularity for its anti-aging properties, is paired with stable vitamin C. While suitable for all skin types, Nightlight Advanced may be too rich for individuals with normal to oily skin during warmer months, suggesting Daylight Advanced for both morning and evening use, with Nightlight Advanced reserved for drier winter evenings.
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I Am Polished Resurfacing Mask: This exfoliating treatment can be used as a scrub or a leave-on mask and is described as highly effective and easy to use, with a little product going a long way. It is recommended for use 2-3 times a week after cleansing, often applied while performing other tasks.
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Sunlight Facial SPF 30: This non-nano zinc oxide sunscreen is specifically formulated for facial skin and is noted for its ease of wear, containing no chemical sunscreens.
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Crunchi's Vitamin C Serum: This serum features an ultra-stable blend of potent vitamin C and powerful antioxidants aimed at brightening the skin and evening out skin tone. Ascorbyl glucoside, a highly stable vitamin C derivative, is highlighted as being excellent for sensitive skin and effective in reducing dark spots and scars. The scent is described as woodsy rather than citrusy, which is personally favored but may differ from some consumer preferences. The texture is smooth and silky, lacking any thickness, which some users may need time to adjust to.
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I Am Luminous Facial Oil: This facial oil is praised for its luxurious feel and the ability to be used morning and/or night due to its non-vitamin C formulation. It provides a pleasant sensory experience and is a popular choice for those who enjoy face oils.
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Toner: Described as being on the milkier side of essences, Crunchi's toner serves as a good base for moisture. A minor drawback mentioned is that a significant amount can dispense due to the wide opening.
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Charcoal Mask: This mask has a unique gel formula that does not dry, harden, or crack on the skin, offering a cooling sensation. Its primary advantage is its ease of removal. Stellar reviews mention benefits such as reduced pore size, diminished acne, and clean skin.
Key Makeup Products
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Beautifully Flawless Foundation: A best-seller, this product combines makeup and skincare, aiming to provide a flawless, airbrushed complexion with a lightweight, easy-to-blend medium coverage formula. It feels exceptionally light on the skin and offers long-lasting coverage. A potential challenge is color matching online, and some users may find it beneficial to mix shades for a perfect match. Bonus: this foundation contains ingredients that hydrate, plump, and protect the skin.
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Alibi Liquid Concealer: This concealer is creamy, buildable, and long-wearing, offering a lightweight and hydrating feel that blends seamlessly into the skin, akin to a second skin.
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Shattered Mascara: This volumizing mascara is designed to add length and volume, providing a glossy finish. It is water-resistant but can smudge if it comes into contact with water, sweat, or heavy moisture. It applies smoothly and does not smudge under normal conditions. Removal is easy with a cleanser. Users appreciate the lift and volume it provides. An alternative mentioned is Poofy Organic's HD Mascara.
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Eye Pencil: This eye pencil is noted for its ability to not irritate the eyes, which is a common issue for the author with most eye pencils. When used with the tight-lining technique, it stays put well.
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Hydrogloss Lip Oil: This lip oil is described as pleasant with a light flavor, offering flattering colors and a comfortable feel on the lips.
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Tinted Moisturizer: Crunchi's newest product, the Tinted Moisturizer, is receiving rave reviews.
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Foundation Brushes: Crunchi's brushes are characterized as high-quality, enhancing the application experience.
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Primer: Positioned as more of a skincare product, this primer is presented as an additional step that may be worth the investment due to its potential benefits.
Products with Mixed Reviews or Alternatives
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I'm a Balm Cleansing Balm: While some users appreciate this balm for a gentle makeup removal via double cleansing, it was not a preferred product for the author, who found it required too much tugging, especially around the delicate eye area. For those who prefer balms, it is noted as a potential replacement for Beautycounter's Lotus Balm, used as a moisture-sealing layer. However, the author expresses a preference for liquid cleansers.
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Gentle Facial Bar and Clarifying Facial Bar: While not having a negative experience, the author prefers liquid cleansers and often employs a double-cleansing method depending on skin needs. Crunchi also offers a Charcoal Bar.
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Cheekmate Liquid Blush: The author is not a fan of cream makeup products, including liquid blush, and suggests Poofy Organic's blush as a potential powder alternative.
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Lip Crayon/Lipstick: While functional as both a liner and lip color, and available in pretty shades like "Love Letter," these are not the author's personal favorite, though they generally receive positive reviews.
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Lipstick: While liked, they are not a top priority for repurchase.
Addressing Common Questions and Concerns
Ingredient Inquiries
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Niacinamide and Vitamin C: Concerns about using Niacinamide and Vitamin C together are addressed by noting that this issue was primarily associated with unstable forms of these ingredients, particularly ascorbic acid for Vitamin C. Crunchi utilizes Tetrahexyldecyl Ascorbate, a highly stable form of Vitamin C.
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Hydrogenated Vegetable Oil: This ingredient can be derived from non-GMO sunflower, castor, olive, safflower, coconut, soy, and/or Palm (RSPO) oils. It is Cosmos and EcoCert-approved and hexane-free.
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Caffeine Equivalence: Each topical application of Powerlight® is estimated to contain the equivalent of approximately 2.5-5 mg of orally ingested caffeine. For context, a one-ounce piece of dark chocolate contains about 12 mg of caffeine.
Testing and Safety Protocols
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Heavy Metal Testing: Yes, Crunchi conducts third-party testing by accredited laboratories on both individual ingredients and final formulations for heavy metals, including lead, arsenic, mercury, cadmium, and antimony. Testing is performed on every batch of color cosmetics due to their higher susceptibility to contamination. Additionally, Crunchi prioritizes sourcing ingredients less prone to heavy metal contamination and avoids lake dyes and FD&C colorants due to the higher risk associated with petroleum-derived colorants.
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Fragrance: Crunchi avoids undisclosed fragrances. All scents are naturally derived from fruit and flower extracts and essential oils deemed safe for skin use and sun exposure. The scents are light and dissipate quickly after application.
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Pregnancy Safety: Crunchi uses a wide array of safe, active ingredients and excludes questionable or known harmful ingredients. All products undergo third-party testing for heavy metals and contaminants. Individuals with concerns regarding use during pregnancy or breastfeeding should consult their healthcare provider.
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Gluten-Free Certification: Many Crunchi products are non-GMO certified, and all are third-party tested to be safe for celiacs. Products are formulated with gluten-free ingredients and tested to confirm less than 20 ppm of gluten.
Product Usage and Packaging
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Optimal Use: For best results, use products morning and night. For an enhanced effect, apply a heavier layer (approximately a quarter-sized amount) under the eye area.
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Packaging: Products are packaged in recyclable glass jars with 100% BPA-free, BPS-free, and Phthalate-free recyclable lids. 100 percent of their primary packaging is plastic-free, utilizing glass, paperboard, and aluminum. Where plastic is necessary (e.g., wands, caps), it is offset by a partnership with 4Ocean.
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Recycling Instructions: To recycle, remove the lid from the glass jar. Note that curbside recycling programs vary by location; check local guidelines for specific information.
Purchasing and Policies
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Return Policy: Crunchi offers a 30-day money-back guarantee on all products. If a product does not meet expectations, a refund is issued minus shipping costs. Return shipping is the responsibility of the customer, and shipping should be organized to the address provided after return processing.
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Promo Codes: Crunchi provides limited-time promotion codes and occasional sitewide sales. A common discount code is Advocate10 for 10% off the first order. Joining their clean beauty community may offer exclusive tips and information about promotions.
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Insider Program: For a $29 fee, customers can join the Crunchi Insider program, which includes a free gift with a qualifying $50 joining order.
Crunchi vs. Other Brands
Following the unavailability of Beautycounter products, many individuals sought comparable clean beauty alternatives. Crunchi has been frequently recommended as an ideal replacement, offering a skincare and makeup line with similar clean, sustainable standards and a broad product range. The brand's name, "Crunchi," is derived from the term "crunchy," referring to individuals deeply committed to natural living.
Crunchi's foundation formulation and lip gloss have undergone reformulations, enhancing their appeal. The company's commitment to avoiding ingredients known to cause harm or health hazards, coupled with rigorous ingredient testing and checks on packaging interactions, sets it apart. Many products are non-GMO certified and third-party tested for gluten safety.
While some Beautycounter products may not have direct replacements in Crunchi's line (e.g., Lipid Defense Cleansing Oil), alternatives like the cleansing balm and facial bars offer viable options for double cleansing. Crunchi's approach to formulation is notably slower due to being a debt-free company, allowing for careful resource allocation and product development.
Is Crunchi Worth It?
In the author's opinion, yes, Crunchi is worth it. The brand makes it easy for consumers to transition to cleaner products, appealing to both beginners and experienced clean beauty users. Notable advantages include:
- Easy Swaps: Crunchi provides accessible alternatives to commonly used products.
- No Plastic Containers: A significant reduction in plastic use, with most primary packaging being plastic-free.
- Transparency: Clear communication of safety standards and ingredient policies, including the absence of undisclosed fragrances.
- High-Performing Products: Utilization of safe, evidence-based active ingredients, often combined for enhanced effectiveness.
The author regularly uses many Crunchi products daily, citing the multi-peptide serum as a non-negotiable staple. The 30-day money-back guarantee provides a risk-free trial for those hesitant about online purchases. The availability of a discount code for first-time buyers further enhances the appeal.
The author's in-depth review is based on months of research and testing, revealing a surprising level of satisfaction and noticeable improvements in skin over time. The high concentration of active ingredients is a primary reason for continued use and loyalty to the brand.