Honest Crunchi Review: What to Get & What to Skip

Wondering if Crunchi is worth it? Here’s my honest Crunchi review, including an in-depth look at the ingredients, performance, and the best and worst products.

In the last decade, the clean beauty industry has seen explosive growth. While I love to see it, it’s 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 how your skin looks is sort of like finding a needle in a haystack. And lucky for you, I’ve sifted through a lot of haystacks!

One company that has led the charge in clean cosmetics is Crunchi. They first hit the scene in 2016 with a few staple makeup items. Since then, Crunchi has experienced significant growth and launched many new makeup and skin care products that outperform most competitor brands.

As someone who’s been testing and researching clean beauty brands for over a decade, I find myself using Crunchi products the most. They have incredibly high standards when it comes to safety, and the products have made noticeable improvements in my aging skin.

To help you sift through the noise, I decided to put together a comprehensive review of Crunchi skin care and makeup. This is my 100% honest take, so I’m giving it to you straight!

What is Crunchi?

Crunchi is a clean beauty brand founded in 2016 by Kelly Kreusler and Melanie Petschke. The two started the company after struggling to find safe and effective cosmetic products that actually worked from reputable brands that weren’t greenwashing.

The first products Crunchi brought to market included a lip gloss, concealer, and makeup brushes, and they took off immediately. Since then, Crunchi has been focused on developing and launching new skin care and makeup products that meet exceptionally high standards of safety, transparency, and sustainability.

Crunchi has an extensive Banished List and is Leaping Bunny Certified. They also do third-party testing on both raw materials and final formulations for heavy metals. Crunchi does not use any plastic bottles or containers, and all shipping boxes and paper contain 100% recycled and recyclable material.

The company’s mission is to impact and empower lives by providing sustainable, clean beauty and personal care products that perform. Crunchi is based out of Stuart, Florida and almost all of the products are made in the USA.

Is Crunchi a Clean Beauty Brand?

After reviewing and researching many clean beauty brands, Crunchi has the most strict set of standards I’ve evaluated to date. They have an extensive Banished List that includes any known harmful or questionable ingredients, including undisclosed fragrance, endocrine disruptors, carcinogens, formaldehyde, chemical sunscreens, coal tar, parabens, phthalates, ethoxylated ingredients like PEGs, retinols, sulfates, and phenoxyethanol. This is important, since the FDA currently only regulates 11 chemicals for use in cosmetics. 

The company sources all certified organic ingredients that can be, and intentionally sources ingredients that are less likely to be contaminated with harmful substances.

Crunchi also does third-party testing on raw materials and final formulations for contaminates like heavy metals. This is especially important with color cosmetics, which are often contaminated with lead. Currently, the FDA an EU do not require any testing to prove products meet recommended safety standards when it comes to heavy metal contamination. The only way to know a product is truly safe is to purchase from brands that proactively do testing.

Is Crunchi Natural?

Crunchi is not a “natural” skin care company, and they don’t claim to be. The brand provides safe and effective products with no harmful synthetic or natural ingredients. Currently, there is no regulation on the term “natural” in cosmetics. Brands can claim to be natural while still including undisclosed fragrance and other known harmful ingredients.

Remember: just because an ingredient is natural doesn’t necessarily mean it’s completely safe or that you should use it on your skin. Unfortunately, some natural substances, like clay, are highly susceptible to heavy metal contamination. This is why it’s absolutely paramount that brands proactively test for contaminants, even though the law doesn’t require it.

From a clean beauty perspective, it’s important to utilize products that do not include any known harmful or questionable ingredients. And while it’s often overlooked, it’s also important to source ingredients that are less likely to be contaminated, and test raw materials and final formulations for contaminants. After reviewing the company’s standards and speaking with them personally, this is what sets Crunchi apart from most.

Does Crunchi use Phenoxyethanol?

Phenoxyethanol is a controversial ingredient approved for use by the FDA and EU in cosmetic products. It’s a synthetic chemical compound used as a preservative in formulations, and can be hidden in undisclosed fragrance. 

Because it’s a questionable ingredient, Crunchi does not use phenoxyethanol in its formulations. However, Crunchi always uses safe, broad spectrum preservatives with robust efficacy data in every product.

Phenoxyethanol is made from the reaction of phenol and ethylene oxide in an alkaline environment. This process is called ethoxylation. The byproducts of ethoxylation are 1,4-dioxane and ethylene oxide, both of which are possible carcinogens. Phenoxyethanol also has allergy concerns, and is linked to everything from eczema to severe, life-threatening allergic reactions.

It is possible to source phenoxyethanol that has gone through a purification process to remove 1,4-dioxane and ethylene oxide with proper testing for contamination. Unfortunately, there is absolutely no way for consumers to know if brands are doing this. In all of my research, Beautycounter is the only company that publicly disclosed this and provided purity data.

While phenoxyethanol is much easier and cheaper to use, it’s not the safest option for preserving cosmetic formulations. Crunchi chooses to use safer preservatives that are just as effective—if not more effective—than phenoxyethanol. All Crunchi products exceed industry standards when it comes to preservation and preventing microbial growth, including preventing the growth of bacteria, yeast, and mold.

Transparency

The transparency Crunchi provides is pretty impressive. When it comes to each product, the ingredients list is at the top of the every page—no digging to find it. Certified organic ingredients are properly annotated on each label, and they do not use undisclosed fragrance in any products.

Each product has proper certifications listed, including EWG verification, and there are clear recommendations on how to layer and use the product safely with other products. Crunchi also gives information regarding the packaging of each product. You can find out whether it’s in a glass or aluminum bottle, and there are details about BPA-free caps, pumps, and other accessories.

Crunchi has very clear messaging about their safety standards and sustainability efforts, and discloses exactly what ingredients they will not include in their products in The Banished List. There’s also extensive FAQs that discussing manufacturing, sourcing, third party testing, PFAS, and more.

EWG Verification

Crunchi has eight EWG verified® products. They are currently in the process of having all products receive EWG verification. Interestingly enough, the EWG stated that Crunchi was the most transparency company they have ever worked with on the verification process.

While there are some gaps in EWG standards and the system is not perfect, verification is an extensive process that requires a lot of proof, documentation, and testing. It provides consumers with a great place to start, and Crunchi has decided to invest their time and resources into providing this certainty to consumers.

Honest Crunchi Review: Best and Worst Products

Crunchi has set itself apart as a clean cosmetics company with an unwavering standard of safety and performance, and they stay true to this. They formulate products with some of my favorite evidence-based active ingredients, including bakuchiol, stable vitamin C, hyaluronic acid, peptides, and alpha hydroxy acids. From my experience, the products work pretty darn well, and they’re great for all skin types, including sensitive skin like mine.

Here is a comprehensive review of Crunchi skin care and makeup products and what I use daily:

Crunchi Skin Care Reviews

Goldenlight Multi-Peptide Serum

The Goldenlight® Multi-Peptide Serum contains a 15% peptide concentration and hyaluronic acid to visibly lift, firm, and sculpt skin. Peptides are the holy grail of anti-aging skin care, and provide clear and quick results.

The good:

• Super concentrated—a 15% peptide blend is unheard of in the industry. This stuff is worth its weight in gold! (See what I did there?) Of all the Crunchi products included in this review, this is by far my favorite.
• I LOVE the texture. It’s silky smooth and absorbs well.
• I noticed an immediate improvement in fine lines and wrinkles. I don’t miss a day of this stuff.
• This contains three evidence-based peptides, specifically Palmitoyl Tripeptide-1, Palmitoyl Tripeptide-38, and Palmitoyl Tetrapeptide-7. These are the same three peptides found in the original “Botox in a bottle” trend that took the internet by storm in 2021! So, it’s a safe and effective proven formula.

The bad:

• Price—peptides aren’t cheap. But, this is where I put my money.

Daylight and Nightlight Advanced

Crunchi’s Daylight Advanced and Nightlight Advanced moisturizers are packed with active ingredients that hydrate, reduce the appearance of lines and wrinkles, and visibly firm and plump the skin. The collection contains azelaic acid, bakuchiol, and vitamin C, which work together to provide results.

The good:

• This line contains the latest in safe, clean skin care ingredients. Bakuchiol is becoming very popular for its anti-aging effects, and I love that it’s stacked with stable vitamin C.
• The texture is smooth and lightweight—these absorb SO well!
• I noticed an immediate improvement in the texture of my skin
• Great for sensitive skin

The bad:

• While these work for all skin types, Nightlight might be too thick for people with normal to oily skin during the summer. I’d stick with Daylight in the AM and PM, and bring in Nightlight as a PM moisturizer if you feel more dry during the winter.

I Am Polished Resurfacing Mask

The I Am Polished Resurfacing Mask is an exfoliating treatment you can use as a scrub or leave-on mask. It contains a 10% blend of glycolic, lactic, & fruit acids to provide a glowing complexion and smoother, more refined skin texture. 

The good:

• This is insanely effective. I notice results almost immediately.
• It’s so easy to use and a little goes a long way. I use it as a gentle scrub 2-3x a week after cleansing, and typically leave it on while brushing my teeth.
• It works really well at reducing pore size and improving skin texture
• Great for all skin types

The bad:

• I honestly have nothing to say here!

Sunlight Facial SPF 30

Sunlight Facial SPF 30 is a non-nano zinc oxide sunscreen specifically for facial skin. It has a light, non-greasy, faster-absorbing finish and doesn’t leave a white cast.

The good:

• This is very easy to wear. Apply on top of your moisturizer, and right under your makeup.
• No chemical sunscreens! Non-nano zinc oxide is the only active ingredient.
• Very lightweight, no greasy texture, and it goes on sheer

The bad:

• I’d love to see this expand to a tinted sunscreen option.

I Am Bright Vitamin C Serum

Crunchi’s Vitamin C Serum contains an ultra-stable blend of potent vitamin C and powerful antioxidants to brighten skin and even skin tone. It’s an AM treatment that is great for all skin types, but especially dry, dull skin.

The good:

• Ascorbyl glucoside is considered a gold standard of vitamin C derivatives due to its high stability. It’s water soluble and absorbs well.
• This is great for sensitive skin. Other vitamin C serums make my skin red and flushed for a bit, but I have no issues with this one!
• Easy to apply and a little goes a long way
• It works really well at brightening dark spots and scars for me. It also has antioxidant protection to defend against the damaging effects of environmental stressors—a fantastic AM treatment!

The bad:

• The smell is more woodsy instead of light and citrusy. I personally love it, but I’ve seen reviews that people would prefer a citrus blend instead. The scent is super light and not overpowering, so give yourself time to get used to it.
• This has a smooth, silky texture without any thickness. Not a bad thing, but I had to give myself a week or so to get used to it. Now, I love that it absorbs well and a little goes a long way!

Crunchi Makeup Reviews

Beautifully Flawless Liquid Foundation

The Beautifully Flawless Foundation is one of Crunchi’s best sellers. It’s makeup and skin care in one, and delivers a flawless airbrushed complexion in a lightweight and easy to blend medium coverage formula.

The good:

• Super lightweight and blends well! It doesn’t even feel like I’m wearing foundation.
• Doesn’t settle in the fine lines on my forehead, which happens with my powder foundation
• Long lasting, medium coverage. You can blend it with the primer to make it last longer or lighten the coverage

The bad:

• It can be hard to color match online. Try this shade quiz to figure out what’s right for you.
• Only 11 shades, but shade extensions are set to be released in the upcoming months.

My Alibi Liquid Concealer

The Alibi Liquid Concealer is a creamy, buildable, long-wearing concealer. It’s very lightweight and hydrating, and blends in like a second skin. It’s also formulated with skin care ingredients to hydrate, smooth, and depuff eyes.

The good:

• This conceal is a true hero. It blends beautifully, and feels creamy and smooth going on
• Great coverage
• Doesn’t settle into fine lines

The bad:

• I have nothing negative to say here!

Shattered Mascara

The Shattered Mascara is a volumizing mascara that adds length and volume. It gives lashes a glossy finish and is water resistant.

The good:

• This goes on smooth and doesn’t smudge! I love the lift and volume.
• Easy to remove with a cleanser.
• The brush is the perfect shape for precise application

The bad:

• This will smudge if it comes in contact with water. If you sweat heavily or go swimming, it will transfer to your skin.
• I need to apply multiple coats to get the wow factor.

What Misses the Mark

While Crunchi does a great job offering safe and clean skincare, there are some gaps in the product offering that are worth reviewing. Currently, there is no liquid cream or foaming cleanser, or moisturizers specially formulated oily and acne-prone skin. They also lack an acne spot treatment, and don’t have a leave-on treatment with resurfacing acids, which is very popular in the cosmetics industry.

Crunchi formulates products on a slower timeline because they are a debt-free company. This means they have to carefully and thoughtfully choose where to put resources. This is a HUGE plus for me as I’ve seen what larger investment firms can do to smaller companies, so slower product development is something I’m happy to get behind.

Here’s what I tried and didn’t love:

• I am Balm Cleansing Balm: I know some people love this. It’s a way to gently remove makeup with a double cleansing method. But, it’s not for me. I do not love the experience of having to wipe a balm off my face with a washcloth.
• Gentle Facial Bar: I didn’t have a bad experience with this, but I love liquid cleansers and often layer them with a double cleanse depending on what my skin needs. In general, I need something that absorbed grime and sweat, so I use the Charcoal Bar instead post workout and love it.
• Cheekmate Liquid Blush: Some people LIVE for cream makeup products. I am not one of them. I am a powder girl through and through and will always use the powdered blush instead.

Crunchi FAQs

Is Crunchi Worth it?

In my opinion, yes. Here’s why I think Crunchi products are worth it after extensive testing and review:

1. Easy swaps: Crunchi makes it easy for people to swap out products they’re already using. They’re great for newbies, and often do sales!
2. No harmful ingredients: Crunchi doesn’t include fragrance, endocrine disruptors, carcinogens, formaldehyde, chemical sunscreens, coal tar, parabens, phthalates, PEGs, retinols, sulfates, or ethoxylated ingredients, including phenoxyethanol.
3. No plastic containers: Microplastic contamination in cosmetics is a huge issue. Cosmetic products often experience direct exposure to heat from steam and shower use. This can cause leaching into formulations. Crunchi doesn’t use any plastic containers or bottles, and all shipping boxes and paper contain 100% recycled and recyclable material.
4. Transparency: Crunchi is incredibly transparent and does not use undisclosed fragrance. They clearly communicate their safety standards so there are no secrets about what you’re putting on your skin. They also do extensive third-party testing on ingredients and final formulations for heavy metals.
5. EWG verification: While many products are currently EWG verified, full product verification is in the works.
6. High performing products: Crunchi uses safe, evidence-based active ingredients and often stacks ingredients to improve effectiveness. I regularly use many of the products now on a daily basis. Below is my skin after 3+ months of using Crunchi and makeup!

Where to Buy

Crunchi only sells products directly on their website. Because purchasing products online can be difficult, they have a 30-day money-back guarantee. If you don’t love what you got or it’s not a match, you can send it back. They do have a code for first time buyers! Just use code Advocate10 at checkout.

Final Thoughts

My in-depth review of Crunchi comes after months of research and testing. I was actually surprised at how much I loved the products and the change I saw overtime in my skin. It’s one of the only brands that meets my high standards of safety, and I love that they do extensive third-party testing for heavy metals.

The concentration of active ingredients is what keeps me coming back, and I now use many Crunchi products daily (I will not miss a day of the multi-peptide serum). Choose from the list above, and you’ll likely see positive results!

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• Honest Dime Beauty Review: Best and Worst Products
• Honest Oliveda Review: What’s Worth It & What’s Not
• What Happened to Beautycounter? (From an insider)
• Frownies Review: My Honest Thoughts (After 1 Year)