“Clean Beauty”, that vague and unregulated concept that revolutionized cosmetics

Unless you live in a cave, you must have seen the terms “Clean Beauty” whether in a cosmetics store, in an advertising campaign, or on social networks. It’s simple, this concept that can be translated into French as “Clean Beauty” is now everywhere. Born before the Covid-19 pandemic, it has simply exploded with consumer enthusiasm for natural and organic cosmetics, which respect health as much as the environment.

From formula to packaging, the public is now particularly attentive to what goes on the body, throwing (or not tossing) in the trash, and demanding more natural ingredients, eco-friendly packaging, and transparency. Back to basics, grandma’s recipes, and superfoods are now available in creams, scrubs, and serums. Clean Beauty in all its splendor, according to the brands anyway, which rejects the concept in all its sauces to appeal to the preferences of a relentlessly committed generation.

Quésaco, “clean beauty”?

Contrary to popular belief, “clean beauty” is not a label, let alone a concept governed by strict and clear regulations. It is rather – for now – a vague notion, rather a state of mind, that tends to create cosmetics free of harmful or controversial ingredients. Just like the principle of “clean eating,” which consists of eating a healthy diet, the term “clean beauty” comes directly from the United States. The concept of clean beauty emerged in the 1990s, while specific terms emerged during the 2000s, at the same time as cosmetics brands becoming industry standards, such as Tata Harper. And Drunk Elephant and Goop, though they’re not the only ones.

However, “clean beauty”—and this is important—is not yet well defined. Some compare this phenomenon to organic beauty or natural beauty, which is required to respect specific specifications, that is, at least 20% of organic ingredients for one, and at least 95% of natural ingredients. to the other, but that would be a very easy shortcut. If only because this specification does not preclude the inclusion of harmful ingredients in the formulation … The result, “Clean Beauty” would like to be at the crossroads of many paths that today tend to respect health and skin as it comes from the environment, with only healthy – or clean – ingredients.

Which brings us to another problem, and not the least important one: beauty regimens. European regulations are currently the most stringent in the world, with a long list of prohibited ingredients and substances. This is not the case in the United States or in Asia. Can an American brand that claims to ban such and such an ingredient from its formulas claim to be “Clean Beauty,” or is it still far from adhering to European standards? By definition, most European brands can easily claim their own, as opposed to a bunch of American brands, although they aren’t quite like that. As we said, the concept is ambiguous and therefore requires the attention of consumers who must always be vigilant so as not to be deceived by certain claims. We are still far from the complete transparency that the public would like.

The cosmetics sector is in the midst of a green revolution

If the very concept of “clean beauty” can promote greenwashing, it is also evident that it is pushing an entire sector to reinvent itself to adhere to the “new” expectations of consumers, i.e. products that are safe for health and more. planet. Something that should not wait for the emergence of such a concept, which could – perhaps – suggest that beauty was “dirty” or “unclean” before, if not rich in chemicals and harmful to the skin. The fact remains that more and more brands are now paying special attention to incorporating natural, sometimes organic, active ingredients into their nourishing, anti-aging, anti-blemish, and packaging-reducing superpowers. Solid cosmetics, refills and bulks, the skin care boom, and holistic beauty are today’s many trends that revolve around “clean beauty” to allow the industry to complete its green revolution.

And the concept seduces all over the world. If there are no numbers that speak precisely for “Clean Beauty”, if only because – as we have seen – a concept that is still very vague, we should note that the pandemic has strengthened the appeal of natural and organic cosmetics, with the boom of so-called green skincare, and the unprecedented craze for recipes. Natural for grandmothers and do it yourself (DIY). On Instagram, the terms “Clean Beauty” have generated nearly 6 million posts to date, while on TikTok they are the source of at least 1 billion views, not counting derivatives, which indicates a certain interest in the phenomenon. This has already spawned several beauty trends, such as the “Clean Girl,” which is a true ode to the simple but also to clean makeup routine.

In the face of this craze, many “Clean Beauty” brands are appearing on the cosmetics market, including a plethora of celebrity-launched ones that have sniffed the right vein, and brands that are slowly but surely reinventing their formulas to adapt to demand. In this context, and because the concept of “Clean Beauty” necessarily differs from one brand to another, consumers are increasingly turning to beauty applications that aim to analyze and evaluate the content of creams, scrubs, serums and other make-up removers. From Yuka to INCI Beauty via QuelCosmetic or Clean Beauty (OK, OK), there are countless beauty experts out there who tend to help consumers make informed decisions. However, clear and firm regulation on the very concept that drives emotions will allow everyone to see more clearly, and to finally adopt a healthy and safe beauty routine.