Clean beauty and Safe beauty are trends that have been developing in recent years. Faced with consumers who are increasingly informed and attentive to the products they use, how can we succeed in offering cosmetic treatments that fully meet their expectations? And above all, will these trends still evolve?
The Clean beauty and Safe beauty market
In a short time, the beauty market has evolved, consumers no longer buy cosmetics with their eyes closed. In recent years, new trends, Clean beauty, Safe beauty and cosmetic decryption applications have emerged (INCI Beauty, Yuka, etc.)
The figures speak for themselves, a survey conducted last spring by the Traetwell platform shows that 7 français.es out of 10 buy eco-responsible products. Another finding of this survey, 6 out of 10 people in France are attentive to the list of ingredients that make up their products.
Consumers now want products that respect the planet. But they also want to protect themselves from external aggressions (pollution, bacteria, etc.) and be reassured by using effective and transparent products. More and more people are reluctant to buy products whose list of ingredients seems too long. Transparency becomes the key word. Safe beauty is therefore increasingly taking precedence over Clean beauty. The ideal? Offer a product that brings these two trends together.
Clean beauty and Safe beauty: where do we really stand?
Customers are increasingly learning about the origin, quality of ingredients and sustainability of production processes. They are also increasingly interested in the history of the brand and its values.
Cosmetics are therefore not the only products concerned by these Clean and Safe trends.
These same expectations are reflected in the agri-food sector. Brands are also facing consumers "who want to know everything". This phenomenon also applies to household products where we are looking for a product that is effective, healthy, but that does not harm the environment both in terms of its composition and its packaging.
Food and care for animals labeled “clean & safe” are also appearing. A company specializing in petcare innovated last year with a solid shampoo made in France, 100% natural with organic castor and tea tree oils. The popularity of solid cosmetics therefore does not only affect cosmetics, it is now available in the animal sector.
What is the impact of Clean beauty and Safe beauty products on our health and our planet?
This concept of "clean beauty" implies environmentally friendly products. This excludes, among other things, the use of ingredients such as sulphate, mineral oils or potentially hazardous chemicals.
In the same vein, minimalism is required, and brands are moving towards recyclable packaging. Some also make commitments (energy reduction for example) to reduce or offset their carbon footprint.
All these initiatives aim to protect our planet and have a positive impact on our health.
Indeed, the ingredients used must be as natural as possible and free of substances dangerous for the skin.
What do you give labels?
A recent study conducted by the start-up Blissim shows that 8 français.es out of 10 are prêt.es to buy a cosmetic product if it has a label.
But what about labels for Clean Beauty and Safe Beauty?
There is none, at least to date. No label, certification or common charter.
By purchasing a product stamped Clean beauty or Safe beauty, the consumer has no guarantee.
Some brands, fortunately, go to the end of their approach in a transparent and complete way. However, the only way to ensure this is to dissect the labels produced.
However, some labels or certifications make it possible to see a little more clearly:
– Slow cosmetics, this label focuses on both the formulas and the business model of a brand;
– Cosmos guarantees production and processing processes that respect the environment and health;
– NaTrue indicates the use of natural ingredients only;
– the Cruelty-free label indicates that the laboratory tests were not carried out on animals.
Other certifications such as Demeter attest that cosmetics are made from ingredients from biodynamic agriculture.
Will Clean beauty and Safe beauty still evolve?
Consumers now want a more general concept, which takes into account Clean beauty and Safe beauty, but not only. "Gentle beauty" is also developing. The expectation is indeed on product compositions that are non-aggressive and non-irritating (without alcohol, without synthetic perfumes, etc.)
On this same principle, the environmental dimension must also be taken into account, as well as the ethical side (vegan, respect for animals, etc.).
Ultimately, consumers want products at once:
– "clean & safety", good for health;
– "gentle", good for the skin;
– "environ-friendly", good for the planet.
For example: a shampoo that is clean and effective, but foaming, and with packaging that respects the planet.
This broader expectation is likely to intensify in the coming years. As a result, it is increasingly complex for brands to meet all these needs and to be flawless across the board.
One of the solutions for brands may be to stay focused on one of these three dimensions, assuming this choice and explaining it transparently to their customers. Before progressing on each of these dimensions in a progressive way.
"The demand for responsible, healthier, more environmentally friendly cosmetic products is expected to continue and attract more and more consumers in the coming years."
In addition, upcycling, which is used by some cosmetics professionals, brings significant environmental, social and economic benefits in this context. 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 will be able to obtain cosmetic products that are more respectful for people and the planet. Together we find the most suitable ingredients and packaging. We help you make eco-responsible, sustainable and healthy cosmetics.