About
Evidence overmarketing.
The Clean Sheet is building independent evidence infrastructure for beauty and personal care. We publish a standard, we review products against the evidence, and we certify the ones that prove their claims, so a shopper can see what is really behind a product, not just how it is marketed.
Why we exist
A wide gap between claims and proof.
Beauty marketing moves faster than its evidence. Terms like “clinically proven”, “dermatologist tested”, “natural” and “clean” are used freely, with little that a shopper can check for themselves.
We close that gap with a published standard and public evidence, so the question stops being “what does the label say” and becomes “what can the product actually show”.
Our approach
The principles we hold to.
Evidence over marketing language
We judge a product by what the evidence shows, not by how it is described.
Formulation context over ingredient fear
Safety comes from the whole formula and how it is used, not from a single scary-sounding ingredient.
Claim proof over vague assurance
A claim has to be backed by real, product-specific evidence, or it is not a claim we accept.
Clear limits and qualifications
We always state what was checked, in which market, and what it does not mean.
Consumer-readable proof
The result should make sense to a shopper, not only to a chemist.
Fair and objective treatment of brands
Every brand is judged on the same evidence, with a right to respond.
Corrections when new information appears
If we get something wrong, or the evidence changes, we correct it in the open.
Founder
Sonal Verma
LinkedInThe Clean Sheet was founded by Sonal Verma. She started it because the gap between what beauty products claim and what they can actually show had become impossible to ignore, and because shoppers deserve a straightforward way to see the evidence for themselves.
The Clean Sheet is built on published standards and outside expertise, rather than on any one person's authority. Where specialist judgement is needed, it comes from qualified reviewers and named sources, not from opinion.
Governance & independence
How we keep it honest.
Certification decisions are made independently of any commercial relationship with the brand.
Advice, evidence development and the certification decision are kept separate.
Conflicts of interest are declared and managed.
Public reviews carry corrections, a revision history and a right of reply.
The Clean Sheet takes no paid placements, ever.
As we formally appoint specialist reviewers and governance roles, we will name them here with their responsibilities and declared conflicts. We do not claim a standing panel we have not appointed.
Accreditation status
The Clean Sheet is an independent private certification scheme being designed in alignment with ISO/IEC 17065 and ISO/IEC 17067. It is not currently accredited.
Get in touch.
Questions, corrections, or a product you want us to look at. We read everything.