Clean Beauty Evolution

Cosmetics Design Europe recently published an article that pointed the way forward for clean-mission-driven and skintellectual-focused beauty brands. Until now, communications around clean beauty have largely surrounded the negatives — the toxic, irritating, or socially irresponsibly ingredients omitted from ingredient decks, or what's commonly referred to as "free-from" claims. But Cosmetics Design sees the future in a more positive light, and this shift not only opens the door for more opportunities within clean beauty (and it does open a lot of them), but it's also good news for consumers who are looking for healthy skin care products and depend on clean beauty brands to provide honesty and transparency about their products.

In the post, Cosmetics Design author Kacey Culliney highlights a recent Mintel report, noting: "Beauty and personal care brands have long relied on ‘free from’ claims to communicate clean and non-toxic credentials, but this conversation must change to spotlight safety and efficacy instead, says Mintel." And we couldn't agree more. If you're a consumer in the often confusing and largely unregulated beauty industry, sometimes knowing what to avoid is a great place to start – especially if you have a specific allergy or sensitivity. But for the majority of consumers, a "clean" ingredient list means a consciously-prepared list of non-toxic ingredients that, when blended to perfection, results in a safe and effective product.  

When asked, What does this product do?  The answer, It does not contain ingredient X which can cause Y, has sometimes been enough from skin care brands – but consumers deserve more from their purchases. And, if that's all they're getting, brands deserve more from their product manufacturers.  Shouldn't it be a given that a cleanser cleanses, that a moisturizer offers moisturization, that an SPF product effectively protects against UV radiation? Efficacy is just as important as safety — after all, if a "clean" and free-from-nasties eye cream doesn't offer any benefits, it's a waste of consumers' hard-earned dollars. 

Brands should feel good about the education campaigns they have done so far. As consumers become more knowledgeable about what's in their products, we're seeing a shift in demand. Personal Care Magazine notes: "There is increasing demand for natural ingredients, with the global natural and organic cosmetics market expected to reach $54,432 million by 2027, and an estimated 5.7% CAGR from 2018 – 2027."  There are more and more conversations around naturally-derived ingredients and sustainability across the industry and up and down the supply chain.

But it's also time to allow the clean beauty conversation to grow beyond free-froms in order to focus on the good stuff. Most brands that we have worked with want to help consumers feel better in their own skin, and focusing on the negatives doesn't advance that mission to its full capacity. A shift in focus to the positives will not only will it make for happier campaigns, but it will make for happier customers as well.