What’s driving the clean beauty trend?

Clean beauty is a trend that’s going to be here to stay for a very long time. It’s one of the things that most beauty consumers are paying attention to at the moment and is starting to become a non-negotiable for many brands.

But, what exactly is driving the clean beauty trend?

Consumer Demand for Clean Beauty

Consumers are wising up to the benefits of clean beauty and are actively seeking products that align with their values.

In one Nielsen survey, when consumers were asked what they looked for in a hand or body lotion, the top answers were:

  1. Uses natural ingredients
  2. Respects the environment
  3. Uses recyclable packaging

It’s also no surprise that the younger generations are the ones who are most demanding when it comes to cleaner, greener beauty products.

A Focus on Transparent Products

One of the primary drivers behind the clean beauty trend is the growing demand for transparency in product formulations.

Consumers want to buy products with easily understandable ingredient lists that don’t contain any potentially harmful substances – things like parabens, sulfates, phthalates, and other synthetic chemicals.

Sustainability Should Be a Core Value

The clean beauty trend is intricately connected with a broader shift towards sustainability in the beauty industry. Consumers are increasingly concerned about the environmental impact of their beauty products, from the sourcing of ingredients to the manufacturing process and packaging.

As a result, clean beauty brands should make sure that they are making a real commitment to placing sustainability at the forefront of their ethos – consumers are smart and can smell greenwashing from far away.

Sustainable practices include responsibly sourcing ingredients, reducing water consumption during production, and adopting cruelty-free testing methods.

Switching to Recyclable Packaging

The call for sustainability extends beyond product formulations to the very packaging that houses your beauty products.

Clean beauty enthusiasts want to buy products that use recyclable, biodegradable, or reusable packaging.

Brands are responding by adopting innovative packaging solutions, such as using glass, metal, or bio-based materials. The goal is to reduce the environmental impact of beauty product packaging and offer consumers a guilt-free way to indulge in their skincare and beauty rituals.

Ethical and Social Responsibility

Clean beauty is not just about personal health and the environment; it also reflects a broader commitment to ethical and social responsibility.

Consumers are increasingly drawn to brands that prioritize fair labor practices, support local communities, and embrace inclusivity and diversity.

Brands that engage in ethical sourcing, fair trade practices, and charitable initiatives resonate with consumers who view their beauty purchases as a way to contribute positively to society. As the clean beauty trend evolves, ethical considerations will likely continue to play a significant role in shaping consumer preferences.

Beauty industryBeauty trendsClean beautySustainable beauty