IS THIS THE END FOR CLEAN BEAUTY?
The clean beauty movement has long been synonymous with “safe” products, those that are pure, non-toxic and kind to both people and planet. Sales have absolutely exploded and the global market is estimated to reach $22bn by 2024 according to Statista Research. However, you like so many things within the industry you only need to peel back the curtain ever so slightly to see that things are possible not quite so ‘clean’. Aside from transparency issues over supply chains, manufacturing processes and accusations of so-called ‘green washing’ it’s definitely becoming apparent that change is in the air.
"...inconsistencies in these 'dammed' ingredients between brands have led consumers to the correct conclusion that ‘clean beauty’ isn’t entirely evidence-based or scientifically accurate".
THE MISINFORMATION BUBBLE HAS BURST.
Consumers are acutely aware that ‘clean’ beauty has always relied heavily on misinformation to promote its products. The tide is turning on snowballing fear mongering started by brands such as Drunk Elephant way back thanks to a growing number of the scientific community and popular ‘skin-fluincers’ (Caroline Hirons to name a few). Myths around the ‘toxicity’ of certain ingredients commonly used in cosmetics products and inconsistencies in these dammed ingredients between brands have led consumers to the correct conclusion that ‘clean beauty’ isn’t entirely evidence-based or scientifically accurate.
THE ROLE OF SOCIAL MEDIA.
Enter social media into this storm and you provide these beauty whistleblowers with a platform to spread their knowledge and deepen the backlash against anything marketed as ‘clean’. Far from being a negative thing this only adds to the consumer’s ability to become better informed and escape the clutches of incredibly expensive marketing machines.
WHY DOES THIS MATTER TO YOU?
Unfortunately whilst this growing voice of discontent gets louder on the internet, it’s often smaller independent brands that are paying the price. So often you’ll see ‘clean’ beauty products marketed by small brands who don’t actually know the regulations and standard procedures very well. Understandably, they see a hugely growing market and think hey if we switch out the ‘natural’ label on our packaging for ‘clean’ maybe we will make more sales?! Would be consumers then come across these products take one look t the ingredients list and then damage their permutation in the comments for trying to ‘greenwash’ or hoodwink the consumer. Most of the time in this scenario the inaccuracies are unintentional so it’s important to recognise the change in favour so as not to be caught out.
"...rest assured many believe this marks the beginning of the end for ‘clean’ beauty as we know it."
THE BOTTOM LINE.
Although there is a clear divide between those that are ‘for’ and those ‘against’ the need for regulated, safe ingredients within the beauty industry remains unchanged. There are some who say that ‘clean beauty’ has always been just a rebranding of ‘natural’ and will fade into the background shortly like a flash in the pan. The reality may not be so simple but rest assured many believe this marks the beginning of the end for ‘clean’ beauty as we know it.