Clean beauty continues to grow as retailers, influencers, and consumers educate themselves on ingredients to look for — and ones to avoid. As efficacy has caught up to the desire for clean, sustainable, and naturally derived ingredients, consumers expect that they will not have to compromise to get the INCI list they want. This has fueled demand for "clean" sun care for the face and body — which means we can expect an increase in demand for products that use mineral, non-nano sunscreen actives. Consumer trend data from Mintel shows:

• 79% of consumers say they read the ingredients list of the beauty / personal care products they purchase.
• Within suncare, 71% of consumers prefer mineral over chemical sunscreen, and mineral formulas are also bolstered by connections to sensitive skin suitability, an increasing area of concern for consumers.
• 69% of US consumers say they are using more “clean” products compared to last year. 46% say they’ve stopped using a product in the past year due to ingredient safety concerns.
• Ingredients claims will highlight standout products, especially those with hero hydrating ingredients, such as hyaluronic acid, as consumer searches for “hyaluronic acid moisturizer“ are expected to grow 17% year-over-year according to SPATE.

Skincare, suncare, planet care... today’s consumers want products that are good for them and good for the planet as the links to lifestyle and climate change continue to grow. The best way to protect from environmental damage is to prevent future damage while treating skin with barrier-boosting, skin-loving ingredients all in one multitasking product Consider these ways brands can adapt to meet the market:

• Embrace the evolution of clean beauty.
• Clean beauty brands must go beyond buzzwords to demonstrate clear claims and address changing consumer concerns. "Brands must engage in meaningful conversations, educate their customers, and demonstrate a commitment to evolving alongside their values in order to better navigate the ever-changing clean beauty terrain," says SPATE.

• Where Climate and Wellness Merge

  According to Mintel, "the spotlight on climate change also drives suncare innovation – consider changing consumer interests as temperatures rise on land and in the water. Disruptive NPD in suncare must connect the planet's health with skin health, driving demand for effective, reality-based protection that goes beyond topical formulations.”

Clean Mineral UV Shield, with 80-minute water resistance, gives consumers exactly what they’ve been asking for: a clean product that doesn’t compromise on performance, plays with innovation, and is packed with naturally-derived ingredients and moisturization heroes. The medium-weight moisturizer contains patented, award-winning, silicone-free Solésence Kleair™ Technology: a unique, non-nano mineral shield that delivers broad-spectrum SPF 50+ sun protection and pollution defense to protect the skin. Hyaluronic acid, sustainably produced squalane, and organic jojoba oil round out this delightful and nourishing face and body cream.

Solésence Kleair™* enabled claims:

• Medium-weight fluid instantly evens skin tone and hides fine lines and wrinkles
• Non-nano, mineral-based, broad-spectrum SPF 50+ sunscreen protects the skin from 98%+ of UV radiation
• Reduces pollution-induced free radicals by over 85%
• *If added* a super-powered antioxidant complex works in synergy with Kleair™ to boost antioxidant activity by as much as 200%

Additional marketing claims available:

• Contains well-known ingredient hero Hyaluronic Acid to help moisturize not only topically on the skin but within the skin as well
• Naturally derived, sustainably produced squalane provides moisturization and anti-aging benefits while contributing to clean and eco-conscious branding; naturally derived, sustainable, and organic jojoba oil offers moisturization benefits
• Contains other naturally derived ingredients including grape seed extract, green tea extract, and bisabolol
• 80-minute water resistance
• Contains the anti-irritant ingredient allantoin via a patented delivery system
• Non-comedogenic
• Paraben-free, PEG-free, Phenoxyethanol Free, Fragrance-free, and Cruelty-free

*Trademark cannot be used without written permission from Solésence