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All roads lead to Clean Beauty. Healthy or clean cosmetics absolutely dominate all trends in the beauty industry, in the United States, in Europe, and in Asia, while there is to date no definition or regulation for it. frame. A vague notion that nevertheless redraws the contours of a cosmetic prey to more naturalness, transparency, and eco-responsibility. Explanations.
Unless you live in a cave, you must have seen the terms “Clean Beauty” go by, whether in a cosmetics store, in an advertising campaign, or on social networks. It’s simple, this concept that could be translated into French as “Clean Beauty” is now everywhere. Born well before the Covid-19 pandemic, it simply exploded with consumer enthusiasm for natural and organic cosmetics, which are as respectful of health as they are of the environment.
From the formula to the packaging, the public is now particularly attentive to what it applies to the body, and throws (or not) in the trash, demanding more natural ingredients, eco-responsible packaging, and transparency. . A return to basics, to grandmother’s recipes, and to superfoods now available in creams, scrubs and serums. “Clean Beauty” in all its splendor, according to the brands in any case, which decline the concept in all sauces to attract the favors of a committed and uncompromising generation.
Quésaco, the “Clean Beauty”?
Contrary to popular belief, “Clean Beauty” is not a label, let alone a concept governed by strict and clear regulations. It is rather – for the moment – a vague notion, even a state of mind, which tends to bring out cosmetics free of harmful or controversial ingredients. Just like the principle of “Clean Eating”, which consists of adopting a healthy diet, “Clean Beauty” comes straight from the United States. The notion of clean beauty would have emerged in the 1990s, while specific terms would have emerged in the course of the 2000s, at the same time as cosmetic brands that have become benchmarks in the field, like Tata Harper. , Drunk Elephant, and Goop, although they are not the only ones.
Still, “Clean Beauty” – and this is important – is not yet well defined. Some compare this phenomenon to organic beauty or natural beauty, which are required to respect specific specifications, namely at least 20% organic ingredients for one, and at least 95% natural ingredients. for the other, but that would be far too easy a shortcut. If only because these specifications do not a priori prevent the inclusion of harmful ingredients in a formula… Result, “Clean Beauty” would like to be at the crossroads of the many paths which tend today as respectful of health and skin as it is of the environment, with only healthy – or clean – ingredients.
Which brings us to another problem, and not the least important: cosmetic regulations. European regulations are currently the strictest in the world, with an arm’s length list of prohibited ingredients and substances. This is not the case in the United States or in Asia. Can an American brand that claims to ban such and such an ingredient from its formulas then claim to be “Clean Beauty”, or is it still far from sticking to European standards? By definition, most European brands could then easily claim their own brands, as opposed to a host of American brands, although not completely so. As we have said, the concept is vague, and therefore requires the attention of consumers who must always be vigilant not to be deceived by certain claims. We are still far from the total transparency desired by the public.
The cosmetics sector in the midst of a green revolution
If the very concept of “Clean Beauty” can promote greenwashing, it is clear that it also pushes an entire sector to reinvent itself to stick to the ‘new’ expectations of consumers, namely products that are safe for health and more. respectful of the planet. Something that should not have waited for the emergence of such a concept, which can – possibly – imply that beauty was ‘dirty’ or ‘unclean’ before, if not rich in chemicals and harmful to the skin. The fact remains that more and more brands are now paying particular attention to the introduction of natural active ingredients, sometimes organic, to nourishing, anti-aging, anti-blemish superpowers, and to the reduction of packaging. Solid cosmetics, refills and bulk, skincare boom, and holistic beauty, are today so many trends that revolve around “Clean Beauty” to allow the industry to complete its green revolution.
And the concept seduces around the world. If there are no figures strictly speaking around “Clean Beauty”, if only because it is – as we have seen – a concept that is still very vague, we have to to note that the pandemic has reinforced the appeal of natural and organic cosmetics, with a boom in so-called green skincare, and an unprecedented craze for grandmother’s natural recipes and Do It Yourself (DIY). On Instagram, the terms “Clean Beauty” have already generated nearly 6 million publications to date, while they are the source of no less than a billion views on TikTok, not counting derivatives, testifying there still of a certain interest for the phenomenon. And it has already led to many beauty trends, like the “Clean Girl”, a veritable ode to a minimalist routine, but also to clean make-up.
Faced with this craze, many “Clean Beauty” brands are appearing on the cosmetics market, including a plethora of labels launched by celebrities who have sniffed out the right vein, and brands that are slowly but surely reinventing their formulas to adapt to demand. In this vein, and because the concept of “Clean Beauty” necessarily varies from one brand to another, consumers are increasingly turning to beauty applications intended to analyze and evaluate the content of their creams, scrubs, serums , and other makeup removers. From Yuka to INCI Beauty via QuelCosmetic or Clean beauty (well, well), there are countless beauty experts who tend to help consumers make informed choices. Still, a clear and strict regulation on the very concept that animates the passions would allow once and for all to see more clearly, and to definitively adopt a healthy and safe beauty routine.