With the advance of technology and the free flow of knowledge, makeup users are becoming more incisive with their choices. Consumers are no longer satisfied by razzle-dazzle cosmetics and marketing claims. This has led to the rise of clean beauty. People are now seeking out makeup products that are not only safe for their bodies but also for the environment, with an increasing focus on ingredients, founder background, and sustainability. Let’s explore further and understand what clean beauty is all about.
So what is clean beauty?
Non-toxic formulas from handpicked ingredients are selected with a vigilant eye for minimal environmental impact and wrapped in a recyclable bottle.
Clean beauty is all about taking a mindful approach by swapping out toxic ingredients of conventional products for ones that are made with pure and ethically obtained ingredients.
Today, there’s consensus in the industry that clean refers to products that favour natural ingredients yet often incorporate synthetics that have been deemed safe for people and the planet. Clean means free from harsh chemicals and pigments. Natural may or may not be clean. Clean beauty is free of certain hot-button, harmful, dangerous ingredients — such as parabens, sulphates, paraffin, phthalates, formaldehyde-releasing agents and a long list of such suspicious ingredients. Not many brands are transparent about their ingredients and clean beauty standards. However, new brands such as Chipmunk are transforming the clean beauty space with transparency in sharing the entire list of ingredients and achieving truly clean beauty standards.
Why the hype?
Shoppers and especially Gen Z today are paying keen attention to what ingredients are in beauty products to ensure they are safe. The clean beauty market has become a fast-growing category and demand is expected to continue to grow.
The good news is that a mindful future might be here sooner than expected with a global shift towards conscious consumption in the wake of the pandemic. As consumers become more discerning, the industry finds itself inviting greater transparency in all processes. The desire for cleaner makeup and skincare products has continued to surge among the Gen Z demographic.
It's no longer enough for brands to simply produce viral products or amass a hefty social presence. Their impact outside the beauty industry is of paramount concern to younger generations.