Redefining Clean Beauty
The Clean Beauty market is valued at USD 5439.6 Million in 2020 and is expected to reach USD 11558.5 Million in 2027, growing at a CAGR of 12.07% from 2020 to 2027, according to a Brandessence market study. While interest in Clean Beauty products and brands is undeniable, a comprehensive definition of the market has yet to be found. As a result, some companies have proven to use the term Clean Beauty abusively only to be called out by doubtful consumers. Industry actors have thereby taken into their hands to shift their approach to offer products that really fit with what consumers have in mind when opting for clean products.
Ban what is necessary
The Clean Beauty movement started after the realization that beauty products could contain harmful ingredients for the health or the environment. Banning these ingredients was the first step to offer cleaner alternatives to what was on the market. As time passed, the harmful ingredients list kept on growing, making it very confusing for consumers to track what they should avoid. To assure that products are formulated without specific ingredients that are known or suspected to be potentially harmful, companies and brands have created tags, like ‘Clean at Sephora’ or Credo’s ‘Clean Standard™’. These seals are regularly updated and make it easier for consumers to shop, knowing that products have been screened and approved according to a transparent chart.
Safety is key
Banning harmful ingredients is a given for many brands nowadays but for some it became somehow a competition between who would ban the most chemicals or have the most natural formulations, sometimes to the detriment of products’ efficiency or to make a point of being 100% natural. However we know that natural ingredients can be harmful as much as chemicals can be safe. And it eventually comes down to the dosage, even when it’s something good, or potentially harmful. Education and transparency are now an important focus for many players who take the time to explain why the ingredients they use are necessary even though they might sound controversial.
All round approach
If ingredients and formulations started the Clean Beauty movement many years ago, it is now becoming a norm to extend clean standards to packaging, company’s ethics, sourcing or social impact. Offering recyclable or zero-waste products, caring about employees and business partners, and having a positive influence on the economy are the new boxes to check. Today’s Clean Beauty industry is encompassing much more that what it used to at its beginnings and is expected to show the way and have a 360° approach, from products to corporate social responsibility. This all round approach is becoming part of the new definition of the market.
Redefining Clean Beauty is an inside revolution led by the industry’s big players and indie brands with the critical and vocal involvement of consumers. It is clear that the market will keep on evolving in the coming years and one particularly essential trajectory to keep in mind will be education, for always more transparency.
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