Clean beauty and safe beauty are trends that have been developing for several years. Faced with increasingly informed consumers who are attentive to the products they use, how can we successfully offer cosmetic treatments that fully meet their expectations? Is it even possible? And above all, will these trends continue to evolve?
The Clean Beauty and Safe Beauty Market
In a short time, the beauty market has evolved; consumers no longer buy cosmetics blindly. In recent years, new trends such as Clean Beauty and Safe Beauty, along with cosmetic ingredient analysis apps have emergedINCI Beauty, Yuka, etc.),
The figures speak for themselves: a survey conducted last spring by the Traetwell platform shows that 7 out of 10 French people buy eco-friendly products. Another finding of this survey is that 6 out of 10 people in France pay attention to the ingredient list of their products.
Consumers now want products that respect the planet. But they also want to protect themselves from external aggressors (pollution, bacteria, etc.) and feel reassured by using effective and transparent products. More and more people are reluctant to buy products with ingredient lists that seem too long. Transparency is becoming the key. Safe beauty is therefore increasingly taking precedence over clean beauty. The ideal solution? To offer a product that combines these two trends.
Clean beauty and safe beauty: where do we really stand?
Customers are increasingly seeking information about the originand quality of ingredients as well as the sustainability of production processes. They are also increasingly interested in the brand's history and values.
Cosmetics are therefore not the only products affected by these Clean and Safe trends.
These same expectations are found in the agri-food sector. Brands are also facing consumers "who want to know everything." This phenomenon also applies to household products, where people are looking for an product, healthy that does not harm the environment, either through its composition or its packaging.
Food and care products labeled "clean & safe" are also appearing on the market. A pet care company innovated last year with a solid shampoo made in France, 100% natural with organic castor and tea tree oils. The trend for solid cosmetics is therefore not limited to cosmetics; it is now extending to the pet care sector.
What is the impact of Clean beauty and Safe beauty products on our health and on our planet?
This concept of "clean beauty" implies environmentally friendly. This excludes, among other things, the use of ingredients such as sulfates, mineral oils, or potentially harmful chemicals.
In this same vein, minimalism is key, and brands are moving towards recyclable packaging. Some are also making commitments (energy reduction, for example) to reduce or offset their carbon footprint.
All these initiatives aim to protect our planet and have positive repercussions on our health.
Indeed, the ingredients used must be as natural as possible and free of substances harmful to the skin.
What about the labels?
A recent study by the start-up Blissim shows that 8 out of 10 French people are willing to buy a cosmetic product if it has a label.
But what about the labels relating to Clean beauty and Safe beauty?
There isn't one, at least not yet. No common label, certification, or charter.
By purchasing a product labeled Clean beauty or Safe beauty, the consumer has no guarantee.
Some brands, thankfully, are fully committed to transparency and completeness. However, the only way to be sure is to carefully examine the product labels.
some labels or certifications can help to clarify things a little:
– Slow cosmetics, this label focuses on both the formulas and the business model of a brand;
– Cosmos guarantees production and processing methods that respect the environment and health;
– NaTrue indicates the use of only natural ingredients;
– the Cruelty-free label indicates that laboratory tests were not carried out on animals.
Other certifications such as Demeter attest that cosmetics are made from ingredients sourced frombiodynamic agriculture.
Will Clean beauty and Safe beauty continue to evolve?
Consumers now want a more comprehensive concept that encompasses clean beauty and safe beauty, but not only that. " Gentle beauty " is also developing. There is a growing expectation for product formulations that are non-aggressive and non-irritating (alcohol-free, free of synthetic fragrances, etc.).
Following this same principle, the environmental dimension must also be taken into account, as well as the ethical (veganism, respect for animals, etc.).
Ultimately, consumers want products that are both:
– “clean & safety”, good for health;
– “gentle”, good for the skin;
– “environmentally friendly”, good for the planet.
For example: a clean and effective shampoo that lathers well and comes in environmentally friendly packaging.
This broader expectation is likely to intensify in the coming years. As a result, it is becoming increasingly complex for brands to meet all these needs and maintain impeccable standards across the board.
One solution for brands could be to remain focused on one of these three dimensions, embracing this choice and explaining it transparently to their customers, before progressing gradually on each of these dimensions.
cosmetic products responsible, healthier, and more environmentally friendly
Furthermore, upcycling, used by some cosmetics professionals, offers environmental, social, and economic benefits . These innovations are also expected to gain momentum in the coming years.
Do you want to create or develop a range of Clean beauty and/or Safe beauty products?
By combining our skills and knowledge, we can create cosmetic products that are more respectful of people and the planet. Together, we find the most suitable ingredients and packaging. We help you create eco-friendly, sustainable, and healthy cosmetics.