Clean Beauty Movement
I have been a licensed esthetician and clean beauty lover for over twenty-three years. It has always been my passion to find the healthiest choice available. I am so pleased to see how the beauty industry has evolved and how healthy beauty brands like the one I work for sets a high standard with ingredients and sustainable packaging. I have a fifteen-year-old daughter that has started to wear make-up and has started a skincare regimen. I have taught her that she has the opportunity to take care of her skin and body by understanding ingredients and making a choice to only use healthy, clean products that are also good for the environment. This next generation has the ability to make these changes to make a difference on so many levels. They have access to products that are best for optimal skin health, preventing skin issues, and protecting the planet. This is the "Clean Beauty Movement," and we are so proud to be part of it.
I have partnered with many spas over the years. I have always tried to align myself with brands and like-minded owners and spa concepts that had a segment for natural, clean products. Over the past five years, this has become more important to businesses and their customers. I have had the pleasure of being part of the evolution, and I would like to share a few tips I learned along the way.
What does Clean Beauty mean?
The definition may have a grey area, but the demand for clean beauty can't be ignored. It is predicted that the global natural and organic beauty market will reach $22 billion by the end of 2024. Beauty shopping destinations have dedicated entire landing pages to brands that call themselves clean, while on TikTok, the hashtag #cleanbeauty is nearing 1 billion views.
In terms of what it actually means, it's one of the least 'buzzy' of beauty buzz terms.
This is because, unlike other buzz words, organic beauty has some more hard rules. These include no:
genetically modified organisms
parabens and phthalates
synthetic colors, dyes, or fragrances
Although, saying all of this doesn't mean that it is somehow better than other industry standards because it is still a fairly unregulated term.
Clean lifestyle choices have been a key trend for a while now, particularly among younger generations. Since 2015, clean living has been mentioned increasingly, with a total growth of 1,470% mentions across various media platforms. Millennials and Generation Z (my daughter) are making healthier choices like drinking less, exercising more, and adopting plant-based diets. This reflects the more holistic approach to health and well-being that is at the center of a clean lifestyle, taking in everything from food to household products.
Clean beauty is the new influencer.
The clean beauty movement was undoubtedly a crucial influence in the beauty industry in the last decade.
Since 2015, mentions of clean beauty on social media have increased by over 29,000%. However, consumers are divided over the meaning of clean beauty. There are lots of definitions popping up, including green beauty, cruelty-free products, and organic ingredients.
The clean beauty movement is a part of a holistic, healthy lifestyle. For example, 55% of consumers agree that your diet has an important link to the appearance of your complexion (Mintel, 2020). Therefore, consumers are looking for non-toxic, natural ingredients, the psychology being, that if they wouldn't eat it, it's unlikely to be safe to apply to their skin. Thus, clean means natural, natural means safe, and safe is what consumers – particularly young consumers – seek in today's beauty and skin care products.
Statistics have shown that 52% of adults in the US aged 18-24 believe natural products are safer than regular, and 56% of people who use natural and organic products cite 'clean products' as an indicator a product is natural. Last year, 49% of adults in the US aged 18-24 looked for clean beauty products, and it's clear that clean is the newest beauty trend.
In my opinion, this is not a trend; it is a standard that will be the expectation for our industry moving forward.