17&18 April 2023 THE BREWERY - London Better for the People and the Planet

Why Clean Beauty in London ?

For over a year now, everything has changed. Affected by a global pandemic, the world has seen its ways of living, creating and consuming evolve due to a massive awareness of environment protection. A new “clean” lifestyle has taken hold both in the consumer mindfulness and the products they are buying. Straight from the US, Clean Beauty is a trend that appeared around 10 years ago following the wave of “Clean food” for a better and healthier way of life. First innovative, it has become a fundamental and international subject in cosmetics.

The observation is simple: consumers seek to better understand what they are buying in terms of ingredients, formulation, ethics, sourcing and want to be ambassadors of the brands in which they trust. Brands are therefore required to further control their manufacturers’ processes to establish practices in accordance with demand. For example, minimize the superfluous to avoid unwanted effects as much as possible: few ingredients, chosen for their effectiveness and their supposed absence of negative effects on the skin, health and environment.

Today, the need to gather the major players in clean beauty is even more important.

For more than 10 years, Makeup in tradeshows have been a laboratory of ideas full of creativity way ahead of its time! Initially planned in 2020, our new show, Clean Beauty In London wants to be a pioneer for this beauty lifestyle and will take place in the European cosmetics trendsetter city!

The aim of this tradeshow is to provide, all together, new insights and more precise definitions for this new consumption mode in makeup, skincare, hair care and toiletries. The solutions that the exhibitors will present during the event will include sustainable innovations, recyclable packaging, clean and traceable ingredients, responsible production modes, formulation and so on. Professionals are invited to take this unique opportunity to share emotions and know-how with a micro-targeted BtoB public.

Originally, we wanted to present a different image of our show each year. The first edition had the Avocado as its emblem… Since then, a year has passed and, as a new start filled with ambition and hope, we have chosen the Sakura flower. Long considered as a philosophical activity, the cherry tree contemplation now springs up as a simple moment of rest and tranquility at the onset of happy days. Its tree and its rooted wisdom remain with the seasons and its flowers are reborn. Flowering, a warm moment that only occurs once a year, is a relaxing moment to cherish. In the professional field, it represents renewal and future happiness: a flourishing and innovative project for the new year. White, immaculate, luminous, it is a symbol of purity and cleanliness. Humble and a bearer of peace, it highlights excellence through its simplicity. Michel Pastoureau, specialist in the symbolism of colors even says that “white is the color which gives their balance, their value and their beauty to all the others[1]“.

As a think-tank, this special event brings together suppliers and creators of trends in Marketing and Product Development, R&D, Purchasing, Design from indie brands and legacy brands, press and influencers. Clean Beauty in London opens the field of possibilities, towards new market potential. From a seed, to a bud, to a blooming flower, it is where the innovative ideas hatch for the Beauty of tomorrow.

Let’s build together the future of transparent, ethical and respectful cosmetics for the Earth and its inhabitants!

[1] Pastoureau Michel, The History of a color, Points, 2014.