Beauty trends come and go, but with the sector currently worth around £28bn in the UK alone, trends such as these have the opportunity to generate significant revenue for businesses. The recent movement around “clean” beauty has had a major impact on the industry as a whole. Nearly a third of his US market is estimated to be “clean” beauty, and from 2020 he is expected to grow by 12% from 2027. ?
What is “clean” beauty?
“Clean” beauty usually refers to products made with natural ingredients that are free of “toxins” and are often cruelty-free or vegan. Essentially, the term is used as a marketing ploy, but generally applies to products that are free of synthetic ingredients such as parabens, silicones, and other artificial preservatives. There is no legal definition in the UK of what is, or the criteria a product must meet in order to be marketed as ‘clean’.
“Clean” beauty was once a niche in the industry, but an increasing number of consumer brands and retailers are using the word “clean” in marketing their products. What is “clean” for one brand can be “dirty” for another. For example, there is debate across the market as to whether the inclusion of essential oils makes a product “toxic”, as some studies link essential oils to disruption of the endocrine system (the network of glands and organs). Some consumer brands that describe themselves as “clean” are not considered “clean” brands by the US-based Environmental Working Group, which publishes a database of products, including product safety rankings. .
Are “dirty” products unsafe?
There are some studies that suggest that certain ingredients are “toxic,” carcinogenic, or otherwise harmful, and it is these studies that “clean” beauty advocates rely on. However, in the UK there are strict rules that cosmetic companies must adhere to when manufacturing their products. There are a huge number of statutory instruments and laws originating from the EU outlining about 1,400 banned ingredients, ingredients that can only be used in certain concentrations, and labeling requirements. safety assessments, and manufacturers need a “person in charge” who must ensure compliance with legal requirements.
However, not all products that can be safely marketed to consumers are suitable for everyone.Figures Show Growing Awareness Of Skin Sensitivity Among People2 Also, some ingredients, such as sodium lauryl sulfate, are well known to aggravate sensitive skin.
As mentioned earlier, the “clean” beauty movement has captured a large market share and is growing rapidly. In response to consumer demand, many large retailers have created dedicated spaces within their stores or dedicated sections on their websites for “clean” beauty brands.
Many of these self-proclaimed “clean” hair, makeup, skin care and fragrance brands have gained cult followings in recent years. For example, as of November 2021, his third most followed beauty brand on Instagram in the UK was her Fenty Beauty. The brand was founded in his September 2017 and is currently in stock at major beauty retailers around the world. Recently, a skincare line was launched and the line was described as “clean.”
The other side of the coin is the growing fear around ‘dirty’ cosmetics, as more and more consumer brands celebrate the virtues of ‘clean’ beauty. use of the term implies that products that are not “clean” are harmful, but scientific research refutes this. Several prominent dermatologists have commented that certain plant-based ingredients commonly cause skin irritation.3 Bacteria and mold can also grow rapidly in products that contain a lot of moisture and do not contain synthetic preservatives.
The future of “clean” beauty
Whether this trend will continue for the long term remains to be seen. Like diets, health trends go through ebbs and flows. “Clean” beauty could dominate the cosmetics industry as more information becomes available about the long-term effects of potentially “toxic” ingredients. .
There is a deep-rooted desire to maintain youthfulness with cosmetics, and the demand for products that are difficult to describe as “beautiful” is expected to continue. For example, retinol is he one of the few ingredients proven to be anti-aging. Retinol is an active ingredient that must be periodically stabilized with synthetic chemicals often considered “toxic”. There are several “clean” retinol products and increasingly natural “alternative” bakuchiol Although it has proven to be a popular ingredient, the majority of retinol products are not considered “clean” and are relied upon by many consumers for their anti-aging properties. could determine the popularity of “pretty” beauty in the coming decades.
However, with more revenue expected over the next five years, “clean” beauty is unlikely to go away anytime soon.