Clean Beauty’s ‘Cleanical’ Reimagining
Published 01 July 2024
The clean beauty market, expected to reach $14.36bn by 2028 (Research and Markets, 2023), is booming. But against a backdrop of mistrust and confusion about the word “clean”, the category is evolving to prioritise transparent marketing, evidence-backed ingredients and tech-led innovation.
The ‘Clean’ Backlash & Rebrand
Defining Clean Beauty for a New Era
The Anti-Clean Beauty Routine
A Tech-Driven Future
A cultural climate of mistrust across everything from politics to social media is driving consumers to question their purchasing decisions. “Clean beauty” as a term is being interrogated, as robust certifications rise in popularity.
A cultural climate of mistrust across everything from politics to social media is driving consumers to question their purchasing decisions. “Clean beauty” as a term is being interrogated, as robust certifications rise in popularity.
Summary
The ‘Clean’ Backlash & Rebrand | A cultural climate of mistrust across everything from politics to social media is driving consumers to question their purchasing decisions. “Clean beauty” as a term is being interrogated, as robust certifications rise in popularity. |
Defining Clean Beauty for a New Era | Despite issues with defining the category at large, the principles that constitute clean beauty are still in demand, as the number of consumers with sensitive skin continues to rise and more laws come into play around beauty products’ formulation and marketing. |
The Anti-Clean Beauty Routine | As the term “clean” becomes meaningless to some, brands are increasingly embracing a new narrative that preaches honesty and transparency amidst a boom in science-meets-nature formulas, dubbed “cleanical skincare”. |
A Tech-Driven Future | With growing concerns about the supply of natural ingredients, beauty brands are looking to more sustainable sourcing, such as lab-grown alternatives and regenerative farming, while fragrance brands embrace tech-led innovation. |
Clean Beauty’s ‘Cleanical’ Reimagining
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