October 12-13, 2020 The Brewery - London The new Beauty Era | Better for the people and the planet



Join the first and unique professional trade show Clean Beauty event in the world! 

Clean Beauty in London – October 12 & 13, 2020.

Clean Beauty in London is the event you were looking for to source the latest innovations and to establish a charter of good practices with our experts. Take your business to the next level!

Conferences, workshops and suppliers’ innovations: the show will help you clearly define what Clean Beauty means to your company, the ingredients and materials to use, the ones to avoid and why.

No matter where you stand in the Clean Beauty environment, whether your products are sustainably sourced, vegan, cruelty-free, transparent or healthy, this new event is the place to be.


Did you know?

> NPD reported that the clean beauty sector grew 42% from 2017 to 2018

> Disko Agency revealed that 7 Millennials out of 10 are ready to spend more on ethical beauty products, and 73% will spend more for transparently sourced products.

> According to Mintel, 57% of shoppers would buy or boycott a brand depending on its ethical values.


Worldwide experts in regulations, sustainability, formulation, packaging, ingredients and scientists, dermatologists, beauty brand consultants will give their insight to both exhibitors and visitors at the Clean Beauty in London event.

Together we are working to establish official Clean Beauty regulations and certification.

Together we are working on the Clean Beauty white book.

Together we are sharing our expertise.



A steering committee of experts is working on analysing various aspects of the Clean Beauty movement, its evolution and its development.

Georgia BARNES

Head of Business Development (non-food) at Soil Association


Founder of Trend Sourcing

Laurence CAISEY

Founder of Boostinnov & Founder of Freedge Beauty

Aurélie CAVIN

Founder of beauteclean.com


Innovation Director - Natural Raw Materials at Yves Rocher


Head of Global Sales at Noble Panacea


Environmental Responsibility Manager at Rituals

Dr. Amy SHAH

Integrative Medicine Doctor & Member of mindbodygreen


Clean Beauty, where do you come from?

For some years now, the big trend in cosmetics has been called Clean Beauty. Every brand is interested in it, every ingredient and packaging supplier is looking at how to meet this growing demand. But where does this movement come from?

It is difficult to define precisely the emergence of Clean Beauty as it brings together elements that already exist, namely consumer demand for environmentally friendly products and the need for safe products that respond to the resurgence of sensitive skin. Between 2002 and 2017, according to Ecovia Intelligence, worldwide sales of natural and organic cosmetics have increased from almost nothing to 10.2 billion dollars. At the same time, more and more people consider having sensitive skin. According to the Bioderma brand, 1/3 of the adult population would be concerned. (1) Clean beauty can also be seen as an extension of the Clean Eating nutritional concept, which recommends eating fresh, seasonal, regional, natural, unprocessed and healthy products. In 2010, an American nutritionist, Tosca Reno, began writing several books, all of which have become best sellers on the “Eat-Clean Diet”, which has since become very popular in the United States and has been relayed by stars such as Angelina Jolie and Nicole Kidman. There are 42 million hashtag cleaneating (#cleaneating) on Instagram. Clean Beauty seems to follow this path since between 2016 and 2019 the hashtag cleanbeauty (#cleanbeauty) has increased by 623% in the USA (2).

The American distributors, spearhead of the Clean Beauty

The American distributors played an important role in the Clean Beauty concept creation by selecting the brands on their shelves according to their own lists of authorized ingredients. One of the first actors is Follain (3) which opened its first store in Seattle in 2013 and then in Boston, New York, Dallas. Its founder Tara Foley explains: « My quest for a healthy life has focused first and foremost on the consumption of appropriate food. At the same time, I have always thought about what I put on my face and body. Not satisfied with the answers I received, I decided to go for Clean Beauty ». In 2019, Follain opened 10 more stores. Their list of banned ingredients is made of about thirty substances. Another major player, the US-based Credo (4) launched in San Francisco in 2015, has now 8 shops and spas across the United States. In 2018, the “Clean at Sephora” label further democratize Clean Beauty, widely distributed, particularly in the United Kingdom, Germany and France. Very recently, the Carrefour group opened in Paris a beauty store, called Sources, dedicated to Clean Beauty, a sign that the trend is becoming established in Europe. Asia still seems to be little concerned by Clean Beauty, but not for long…

(1) https://www.bioderma.fr/fr/votre-peau/peau-sensible-intolerante
(2) Mintel US Clean Beauty 2019 & Deloitte Millenial Survey
(3) https://follain.com/
(4) https://credobeauty.com


Consumer Survey: Sustainable Packaging & Ingredients

Although many brands and stores are starting to offer the in-store option, most consumers (64%) are unaware of in-store recycling, and when in-store recycling is offered, only 12% always return empty beauty and personal care packaging back to the store for recycling. The data presented will show the impact recycling has on beauty and personal care purchasing decisions, including refillable/​reusable packaging. We’ll also take a deeper look at ingredients and whether sustaina­bility and “clean” ingredients truly matter to consumers.

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Seven of the Best Ideas in Beauty Sustainability

The consumer of 2020 wants to buy sustainable beauty products, and they see beyond the cliché of artisanal, organically sourced potions, lovingly wrapped in untainted craft paper. For them, sustainability goes deeper than packaging; it is about innovation for genuine impact. Beauty brands, from the freshest start-up to the largest global corporate, recognize this. They want to respond to this rising consumer demand, and they want to mitigate their impact. The challenge for many is knowing where to get started.

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Beiersdorf acquires natural brand Stop The Water While Using Me!

Beiersdorf has acquired natural cosmetics brand Stop The Water While Using Me! with intentions to jointly intensify the impact of sustainable skin care and further their commitment to climate and resource protection. Both based in Hamburg, the companies plan to develop joint sustaina­bility initiatives and create high-impact solutions for more sustainable action. The business operations of the brand will continue to be managed independ­ently.

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Avon launches Clean Beauty, recyclable product line

Distillery is a new skincare and makeup brand from Avon Products Inc., which “celebrates clean beauty without compromise by offering pure, potent formulas that deliver powerful results.” Avon says the line is part of an expansion and rejuvenation plan targeting new and existing customers who are looking for beauty that delivers results, but who are also conscious of the impact on the environment and respectful about ingredients. It’s backed by an “innovative Instagram virtual distillery” to create “an engaging journey to purchase.”

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What Gen Z and Millennial's think about natural and sustainable skincare

2 out of 5 surveyed exclusively use natural products while 4 out of 5 incorporate natural products. Gen Z is 20% more likely than millennials to exclusively use natural skincare products. 56% of millennials want to buy more natural products but don’t know of anything worth purchasing. 78% of Gen Z and 73% of millennials feel using natural skincare is important. 82% said they would switch to a natural product if they found one with results comparable to a non-natural product.

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Colgate launches vegan toothpaste in recyclable tube

Colgate is tackling clean formulation and sustainability in packaging with its new Smile for Good toothpaste brand. The product formulation, which uses 99.7 percent natural ingredients, is certified by The Vegan Society, certified organic through COSMOS Ecocert, and packaged in recyclable HDPE tubes and cartons. This follows the brand’s recent launch of a biodegradable toothbrush made from sustainably grown bamboo and packaged in recyclable cardboard, in a bid to reduce plastic waste.

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Clean Beauty, Clean Packaging

To succeed in the highly competitive Color Cosmetics market—which industry data reveals is currently in a cyclical slump behind Skincare—Kayla Villena, senior beauty analyst at Euromonitor International, suggests that brands should first focus on high-growth categories, particularly foundation/concealer, lipstick, and other brow and lash makeup products. The $9.8 billion absolute value gains from these products will account for 50% of absolute value gains of total color cosmetics in the U.S. from 2018 to 2023, according to Euromonitor data.

Follow us!

18 March 2020 12:42 -

Dear all, As we navigate all together through this new unusual and scary situation, the whole MakeUp in and Clean Beauty in London team is joining me to tell you how proud we are to have you as our Beauty World Family. We all had to make difficult decisions to make sure ou…


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4 March 2020 15:19 -

📢 SPECIAL ANNOUNCEMENT 📢 Georgia Barnes, Head of Business Developement Non-Food at is joining the Steering Committee! 🌻 In her time at Soil Association Certification, the certified organic industry has grown 23% year on year (v. 14% the prior year). Georgi…


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4 March 2020 14:42 -

📢 Georgia Barnes, Head of Business Developement Non-Food at is joining the Steering Committee! In her time at Soil Association Certification, the certified organic industry has grown 23% year on year (v. 14% the prior year). 🌻


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