Since the first 'clean beauty' spike a decade ago, clean beauty and safety continue to be top of mind for consumers. Over time, as the concept has evolved to encompass environmental sustainability and a holistic view of health, concepts like longevity, multifunctionality, and ingredient scrutiny have come into focus, and brands’ platforms have grown thanks to the megaphone of influencers. Consumer trend data from Mintel shows:

• Consumers are interested in products that improve skin health. 78% of suncare users agree that it is worth paying more for sunscreen with facial skincare ingredients or benefits.
• The increase in searches for SPF (63.3% YOY) and moisturizing alongside makeup reflects a growing awareness of the importance of sun protection and the possibility for skincare ingredients in makeup products, per SPATE.
• 74% of US consumers agree that their skin health is a reflection of their overall health. Brands should look to develop and market skincare products that promote overall skin health and longevity.
• 42% of US clean beauty users buy clean products because they think they’re safer than traditional ones demonstrating a growing need for transparency behind product claims.

The desire for glowy skin, premium product experiences, and high efficacy drive purchasing decisions for skincare and makeup products. Brands can win by combining these consumer trends in a product that exceeds consumers' expectations with a luxurious aesthetic that highlights both the luxury and the necessity of a well-developed daytime facial skin care product. Consider these methods for how brands can adapt to meet the market:

• Offer multifunctionality.

  As consumer interest and knowledge in efficacy and ingredients increases, consider how your brand can give consumers a premium experience with products that offer complex, multi-functional formulas. As Mintel states, “Consumer desire for streamlined, high-impact products will continue to drive competition for NPD that can deliver against several benefits.”

• Get your glow on.
  As skin health and skinimalism trends go beyond skincare categories, consumers are looking for makeup to support healthy natural looks. Mintel data supports this trend suggesting that, “Makeup brands can capitalize on trends like 'soft glam' in makeup (which focuses on achieving natural makeup complexions) as well as skincare trends like 'glowy skin', which aims to achieve a similar look.”

Velvet Drops is an ultra-lightweight daily skin moisturizer that delivers the wellness benefits of Beauty Drops but with silicone-free Solésence Kleair™ technology. Designed to provide your brand with a clear, specific, best-in-class suite of must-have wellness and prevention benefits, Velvet Drops is a versatile clean beauty product that can be positioned as a step in a morning beauty/wellness ritual, as a pre-workout protective shield, or a tinted base. With broad-spectrum, mineral-based sun protection, patented pollution protection, and antioxidant enhancement, each application is a daily health boost.

Solésence Kleair™*-enabled claims:

• Patented velvety, featherweight serum is light enough for oily skin and has an ideal texture for morning or all-day use.
• 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%
• Boosts antioxidant activity by as much as 200%

Additional marketing claims available:

• Silicone-free technology and 100% non-nano mineral sunscreen actives contribute to clean and green product positioning
• Allantoin, niacinimide, and bisabolol contribute to moisturization and skin soothing
• Contains antioxidants Oryza Sativa (Rice) Bran Extract and Helianthus Annuus (Sunflower) Extract and Rosmarinus Officinalis (Rosemary) Leaf Extract and Tocopherol
• 40-minute water resistance
• Non-nano, Chemical-sunscreen-active-free, Paraben-free, Alcohol-free, Fragrance-free, Cruelty-free

*Trademark cannot be used without written permission from Solésence