Two of Kourtney Kardashian's sisters may run enormous makeup empires, but lately, the eldest member of the Kardashian-Jenner family has been embracing a less-is-more approach to beauty.
"I love having no makeup on, [with] clean, fresh hair and skin, after a bath. Just natural me," Kardashian, 41, exclusively tells PEOPLE of the moments when she feels her most beautiful.
The Keeping Up with the Kardashians star and Poosh founder, who says her beauty philosophy comes "from the inside-out," is making it her mission to advocate for change from the United States government so antiquated cosmetics laws can be modernized.
"I really want the clean beauty laws changed so that we as consumers, don’t have to worry about how toxic our personal care products are. It affects everyone, not just makeup-wearing people," Kardashian, who spoke at Environmental Working Group's CleanCon virtual event on Wednesday, says. "From babies and children to every person who uses deodorant, toothpaste, shampoo, conditioner and lotion. In my opinion, it is a much larger issue than it gets attention for."
During EWG's CleanCon, Kardashian opened up about incorporating clean beauty into her self-care routine, which she says is often talked about on her lifestyle website, Poosh. "I feel that it’s been so necessary during this time to give ourselves some extra love, like baths, masking, workouts and writing," she says.
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The mom of three tells PEOPLE that when she began quarantining in the spring at the height of the coronavirus pandemic, she spent a lot of time focusing on self-love and natural beauty.
"When quarantine began and everything closed down, I actually really loved my eyebrows thicker and more natural, not so done looking, which I have since continued [doing] and love," Kardashian says.
She also took advantage of the extra time she had to focus on her skin. "I began oil cleansing my skin and doing gua sha (we have videos for how to do both on Poosh) every morning as a little me time ritual. It has transformed my skin," Kardashian says.
Now, as her family announced the end of KUWTK's 14-year run on TV next year, Kardashian is ready to continue to hone in on her love for beauty and health advocacy.
"I have been doing it all along and am excited to continue with this focus," Kardashian says. "I love that I have Poosh as a place to share clean beauty."
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