The demand for healthy and ecological products is taking over the cosmetics industry.
There has been a major shift from traditional reasons for buying, such as price and convenience, to new motifs that are fully in line with environmental goals, including nature conservation, ethics, safety and transparency. People insist on qualified facts and evidence about the ethical and sustainable practices of the brand. The need for transparency is greater than ever and it does not only include a brand or a product, but now includes the whole supply chain.
The CLEAN BEAUTY concept suggests:
Clean Beauty is a lifestyle trend stemming from the fact that consumers are increasingly aware of how to take care of themselves and the planet. This is not a whim. This is a macro trend that is growing.
In general, Clean Beauty refers to products that are safe, non-toxic, free of synthetic ingredients and tested on animals. In the interest of truth, this is contradictory from the point of view of safety, because it is a myth that everything synthetic is bad and everything natural is good.
CLEAN VS. NATURAL
There is a difference between "natural products" and those that follow "Clean Beauty". Natural describes above all the nature of the ingredients - all ingredients are of natural origin without synthetic additives. Natural products contain ingredients that occur in nature, not laboratory-made components. Clean Beauty is a different concept. It focuses on a third party that tests and proves the safety of the ingredients. They also make sure that they are better for the consumer and the environment, such as recyclable packaging, rational use of plants, climate-neutral production. The ingredients can be both natural and synthetically derived, but the key is to keep them safe for health and nature. The word "natural" does not always guarantee that every ingredient in the product is safe. For example, essential oils - although they are natural, they are allergenic and can cause irritation. In this sense, Clean Beauty does not always mean to be natural, as there are completely safe synthetic ingredients. Rather, the focus should be on "science-oriented" formulas and ingredients that have clinical evidence of safety and efficacy. The motto of Clean Beauty is "the safest ingredients for the best results".
Smaller brands are mostly leading in the charge of Clean Beauty. Larger brands are usually slower to make changes.
In today's world, ecology is no longer an option; this is the price of admission to the beauty industry. Consumers have developed different sensitivities to cosmetic products. Some clarification and information needs to be made about the pros and cons of synthetic ingredients compared to natural ingredients, but there is no going back. Clean, sustainable, effective ingredients, transparent formulations and eco-packaging will be essential for the future of the beauty industry.