98% of 'Clean' Products Hide Chemicals: What Moms Must Know
A new study found 98% of products sold as "clean" or "natural" contain unlisted chemicals. Here's what pregnant women and new moms need to know about these products — and what to swap first.
Key Takeaways
- An August 2026 study published in the journal Environment & Health found that 98% of personal care and cleaning products contain at least one ingredient never listed on the label, with an average of 51 chemicals per product versus 16 disclosed.
- Labels like "clean," "natural," and "fragrance-free" are not regulated by the FDA for personal care products, which means they carry no legal guarantee of ingredient transparency.
- Third-party certifications like EWG Verified are one of the most reliable ways to confirm what is actually in a product, but learning to read labels yourself adds another layer of protection.
If you've ever bought something labeled "clean" or "natural" and assumed you were covered, this article is going to be eye-opening. But it's also going to give you a clear path forward.
TL;DR:
- 98% of personal care and cleaning products contain unlisted chemicals, including products marketed as "clean."
- "Natural" and "fragrance-free" labels carry no legal definition or third-party verification requirement.
- Look for EWG Verified certification, avoid synthetic fragrance and quats, and use the good/better/best swaps below to start reducing your family's exposure today.
Why Does This Matter for Pregnant Women and New Moms?
Pregnant women and new moms face disproportionate risk from hidden product chemicals because fetal and infant systems are still developing, making exposures that adults can metabolize more easily potentially more impactful on a growing baby.
The personal care and cleaning products used daily by pregnant women and new moms are not subject to the same pre-market safety reviews as pharmaceuticals. Under current US law, cosmetic and cleaning product manufacturers are not required to disclose every ingredient. And many don't.
An August 2026 study published in the peer-reviewed journal Environment & Health analyzed 113 personal care and cleaning products across 12 categories purchased from major US retailers and found that 98% contained at least one unlabeled ingredient. The average product contained 51 detectable chemicals, more than three times the average of 16 ingredients listed on the label, and 85% of products contained at least one unlabeled chemical with known or suspected health hazards. These weren't obscure specialty brands. They were everyday products from mainstream shelves.
For a pregnant woman or a mom using these products daily on herself and her baby, that gap between what's disclosed and what's actually present matters. Fetal and infant systems are still developing, which means exposures that a healthy adult can metabolize more easily may have a disproportionate impact on a growing baby. National Institute of Environmental Health Sciences
What Chemicals Are Most Likely to Be Hidden?
What Is an Endocrine Disruptor?
An endocrine disruptor is a chemical that can interfere with your body's hormone system, meaning it may mimic, block, or alter normal hormonal signals. During pregnancy, when hormones are coordinating fetal development, this kind of interference is particularly worth minimizing.
Common endocrine disruptors found in personal care products include phthalates (often hidden inside the ingredient "fragrance"), parabens, and synthetic musks. These can appear in baby wipes, lotions, shampoos, diaper creams, and laundry detergents. Products used multiple times per day. National Institute of Environmental Health Sciences
What this means for your family: Any product listing "fragrance" as an ingredient may contain dozens of undisclosed chemicals, including known endocrine disruptors.
What Are Quats and Why Do They Show Up in "Clean" Products?
Quats (quaternary ammonium compounds) are synthetic antimicrobial preservatives used in disinfecting wipes, fabric softeners, and some cleaning sprays. Research has associated repeated quat exposure with respiratory irritation and possible reproductive effects. Environmental Working Group They're frequently not disclosed on product labels, and they can appear even in products marketed as "natural."
SCRUNCHY MOM TIP: Check cleaning wipe ingredient lists for terms like "benzalkonium chloride" or "alkyl dimethyl benzyl ammonium chloride." Those are quats. If you see them, set the product down.
What Does "Fragrance" Actually Mean on a Label?
Under US law, manufacturers can list hundreds of individual chemical compounds under the single word "fragrance" without disclosing what those compounds are, because fragrance formulas are considered a trade secret. This applies to both personal care products and cleaning products. The FDA acknowledges that it does not have authority to require fragrance ingredient disclosure on consumer product labels.
What this means for your family: "Fragrance-free" does not always mean a product is free of synthetic fragrance chemicals. Some are added as "masking agents" and may not be disclosed.
How to Tell If a "Clean" Product Is Actually Clean
Are "Natural" and "Clean" Labels Regulated?
No. The FDA does not define or regulate the terms "natural," "clean," "green," or "non-toxic" on personal care product labels. FDA — Cosmetics Labeling Claims Any brand can print those words on a bottle without meeting any specific ingredient standard. Third-party certification and reading labels yourself are the only reliable safeguards.
What Does EWG Verified Actually Mean?
EWG Verified is a third-party certification from the Environmental Working Group that tests products in categories like diapers, shampoo, lotion, and wipes for harmful chemicals. To earn EWG Verified status, a product must meet strict criteria: full ingredient disclosure, no ingredients of concern at any level, and manufacturing transparency. It's a meaningful signal. But it's not the only tool available.
Learning to read ingredient labels yourself is an essential second layer of protection. Certifications help enormously, but they don't cover every product you'll encounter.
Good/Better/Best Swaps for Common Products
Personal Care Products
Good: Choose products with short, recognizable ingredient lists. Avoid any product listing "fragrance," "parfum," parabens, or phthalates.
Better: Look for products that carry EWG Verified certification or that publish a full ingredient safety score on EWG's Skin Deep database.
Best: Pair a verified certification with your own label literacy so you can evaluate products that aren't yet in any database.
Start here this week: Swap one product you use daily (your body wash, hand soap, or baby lotion) for an EWG Verified or transparently formulated option.
Good Brands to Buy
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Scrunchy Non-Toxic Home Starter Kit — The Multi-Surface Concentrate in this kit is EWG Verified and free of quats, synthetic fragrance, bleach, and dyes. One dilution handles every household surface, including glass and stainless steel, and the kit includes a free year of ScrunchyAI to scan product labels and flag concerning ingredients by trimester. Made in America with global components. A strong first move if you want to clean up your cleaning products.
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Branch Basics (Cleaning Products) — A plant-and-mineral concentrate system that replaces multiple household cleaners. A good option for families who want a non-toxic cleaning overhaul.
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Well People (Makeup) — EWG Verified and cruelty-free makeup with plant-based formulas. A reliable option for pregnancy-safe cosmetics.
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Beautycounter (Makeup and Skincare) — Bans over 2,800 questionable ingredients and publishes a full ingredient safety approach. A strong choice for clean beauty across skincare and makeup.
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Primally Pure (Deodorant, Body, Face) — Organic ingredients, no synthetic fragrance, and full transparency. Their deodorant is a popular swap for conventional antiperspirants.
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Three Ships (Face Cleanser) — Vegan, cruelty-free, and transparent about every ingredient. A budget-friendlier clean skincare option.
Are Pregnancy and Baby Products Held to a Higher Standard?
No. Products marketed specifically for babies are not subject to stricter safety standards than adult products, and the same labeling gaps apply.
Babies are exposed to whatever is on their skin, in the air around them, and on the surfaces they touch. Because infants lack the same metabolic capacity as adults, chemical exposures that seem minor to a healthy adult can have a greater relative impact on a developing system.
Products marketed specifically for babies (wipes, diaper creams, baby wash) are not subject to stricter safety standards than adult products. The same labeling gaps apply. Prioritize short ingredient lists, fragrance-free formulas verified by a third party, and when in doubt, less is more.
If you're pregnant, reducing your overall toxin load across personal care, cleaning, and home products is one of the most impactful steps you can take. And it doesn't have to happen all at once. Start with the products you use most often and most directly on your skin.
SCRUNCHY MOM TIP: Don't fall for the gimmicks. "Clean" packaging, green branding, and plant-based imagery are marketing, not ingredient guarantees. Flip the bottle over and read the label, or run it through a tool like ScrunchyAI or EWG's Skin Deep database before you buy.
How to Make This Feel Manageable
Swapping every product at once is expensive and overwhelming. Here's a realistic approach:
- Identify your highest-exposure products first. Things used daily, applied directly to skin, or used in enclosed spaces (showers, nurseries) matter most.
- As products run out, replace them with a verified alternative rather than restocking the same item.
- Use a label-scanning tool like ScrunchyAI to evaluate products before you buy them, rather than trying to memorize ingredient lists.
If you only do one thing from this section, do this: The next time a cleaning or personal care product runs out in your home, replace it with one that carries EWG Verified status or that scores a 1–2 on EWG Skin Deep.
| Product Category | What to Avoid | Better Choice |
|---|---|---|
| Cleaning sprays | Quats, synthetic fragrance, bleach | EWG Verified concentrates, vinegar-based options |
| Baby wipes | "Fragrance," preservatives like phenoxyethanol | Fragrance-free, EWG Verified wipes |
| Body lotion (mom) | Phthalates, parabens, "fragrance" | Certified clean brands with full disclosure |
| Baby wash/shampoo | Synthetic fragrance, formaldehyde releasers | Short-ingredient, fragrance-free formulas |
| Makeup | "Fragrance," oxybenzone, coal tar dyes | EWG Verified or Beautycounter formulas |
| Laundry detergent | Optical brighteners, quats, synthetic fragrance | Plant-based, fragrance-free concentrates |
FAQ
Q: If a product says "fragrance-free," does that mean it has no hidden chemicals?
Not necessarily. "Fragrance-free" means no added scent was intentionally marketed on the label, but companies can still include masking agents (chemicals added to neutralize odors) without disclosing them under that term. The only way to verify what's in a product is to check a full third-party assessment like EWG Skin Deep or look for EWG Verified certification.
Q: Are cleaning products regulated differently than personal care products when it comes to ingredient disclosure?
Yes, and not in a way that helps consumers much. Cleaning product manufacturers are not required under federal law to disclose every ingredient on the label. The EPA's Safer Choice program and EWG Verified are voluntary certifications, which means most products on store shelves have never been independently assessed. The EPA's Safer Choice program is one useful filter, but it covers a limited number of products.
Q: How do I know if a product is actually safe during pregnancy, not just "clean"?
"Clean" and "pregnancy-safe" are not synonymous. Some ingredients considered acceptable in standard clean beauty formulations (certain essential oils, high-concentration vitamin A derivatives, and others) may carry specific concerns during pregnancy. Cross-reference any product against ACOG's guidance on reducing prenatal exposure to toxic environmental agents and, when in doubt, ask your OB or midwife before introducing a new product during the first trimester.
About the Author
Jenn Smith, RN BSN, is a registered nurse, mom, and co-founder of Scrunchy Living. She writes evidence-based guides to non-toxic living, pregnancy-safe products, and clean home practices for modern families.
This article is for educational purposes only and is not intended as medical advice. Always consult your healthcare provider before making changes to your health routine during pregnancy or postpartum.
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| scrunchy | The complete Scrunchy Living cleaning system: the EWG Verified Multi-Surface Concentrate… | |
| Well People | A clean beauty brand that is EWG Verified and cruelty-free. W3LL PEOPLE (Well People)… | Buy on Amazon |
| Branch Basics | A non-toxic cleaning system based on a plant-and-mineral concentrate. Replaces multiple… | Buy on Amazon |
| Counter (BeautyCounter) | A leader in the clean beauty movement. BeautyCounter is known for its high-performance… | |
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From Scrunchy Living: The Non-Toxic Home Starter Kit ($75) replaces your household cleaners with one EWG Verified concentrate — quats-free, fragrance-free, and safe for pregnancy and babies. Includes a full year of ScrunchyAI, our ingredient-scanning tool for non-toxic families. Start your free 14-day trial →
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