Why Clean Beauty Brands Matter? | SMH Branding

The beauty industry is slowly but surely shifting to clean, non-toxic products. As consumer awareness of cosmetic ingredients increases, the demand for clean beauty leads to greater supply. 

Scroll through your Instagram feed or your inbox these days and chances are, you’ll see a reference to “clean beauty.” From skincare to personal care products to makeup, the clean beauty industry is booming—and it’s only predicted to keep growing. Many beauty companies are responding by incorporating stricter environmental standards, greater transparency, and more natural products across their spectrum of brands.

While some wellness trends come and go (remember jade eggs?), the clean beauty trend has steadily gained momentum over the last few years. In fact, one Harper’s Bazaar survey even found that 50% of women have at least one clean beauty item in their make-up bag.  

Why does it matter to your beauty brand? 

The clean beauty movement began partly in response to the secrecy and toxicity of the conventional personal care market. The ingredient lists for conventional personal care products can contain words like “methylparaben” or “SLS” or a seemingly endless stream of letters that form words impossible to pronounce. For many of us, assuming that these ingredients are safe simply because they’re on the shelves of our favorite store has been enough to lull us into a false sense of security for decades.

Consumers are demanding clean beauty products, and the market for them is thriving. The natural and organic personal care market is growing at an accelerating rate, with expected incremental growth of over $8 billion between 2019 and 2023. Some studies even suggest that the natural and organic beauty industry expected to grow from $11 billion to approximately $22 billion in annual sales by 2024. 

Along with that, Gen Z is perhaps the most important generation for upstart natural personal care brands to cater to because most members of this generation actively seek out verifiably clean and organic makeup and personal care products that make them look like themselves. They are more experience-focused than Gen Xers or baby boomers—having an in-store event that allows them to interact with personal care products is an important way to reach these omnichannel shoppers. 

So what is clean beauty? 

Clean beauty is no longer a fad or a trend—it’s the “new norm" that is spurring innovation across all CPG categories. It is associated with natural beauty, green beauty, and all other types of beauty that deviate from the norm. Since there’s no legal or official definition, many brands have taken it upon themselves to define clean beauty according to their agendas.

 At its core, clean beauty means that you can make your product without risking your customer health. The ingredients list your create must contain only safe, clean ingredients. When a beauty brand makes an effort to list all of its ingredients and label accordingly, it is on the right path to clean beauty. However, not all brands are transparent. 

A good example of lack of transparency in the beauty industry is including fragrance in beauty products. Fragrance is not an ingredient, but since the industry is highly unregulated, companies can hide ingredients under the umbrella term “fragrance.” So making your brand be mindful of the fragrances you choose and try your best to stick to essential oils. Clean beauty simply doesn’t contain mystery ingredients, and clean beauty certainly doesn’t claim to be something that it’s not.

What constitutes “clean” ingredients?

A clean beauty product is free of hormone disruptors and carcinogens. We developed the Undesirable Ingredient List, which takes many scientific studies and research papers on cosmetic ingredients and turns them into easy-to-understand safety ratings. This makes it easy to see if a product is safe based on its ingredients. Essentially, a product is only as clean as its worst ingredient.

It may seem overwhelming to begin a journey toward a cleaner beauty brand, safer, non-toxic beauty movement, but it doesn’t have to be when you work with SMH Branding. Download Here - Undesirable Ingredient List 

In Conclusion

One of the most exciting elements of the growing clean beauty movement is the variety of excellent quality brands on the market right now. Your brand can be included in this growing trend. Building a beauty brand can be difficult. If you need help with building your's click the link here to learn the step by step guide to build your own beauty brand.

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