Today ’ s clean beauty
Brandon L . Ford , chief accelerator director at Lubrizol Life Science – Beauty , explores what ’ s behind a growing shift in personal care
Interest in clean beauty is growing globally as consumers change their expectations of beauty products . According to a 2020 Mintel report , key audiences in the beauty space , including women ages 18-34 and Hispanic consumers , are more likely than the general population to use seven or more clean products . For consumers , clean beauty means an integration of safety , sustainability and transparency . They also want to know that safety and efficacy are priorities throughout the entire supply chain , regardless of the extent to which the formulation is natural , naturally derived or synthetic . Behind this growing interest are several social , digital and environmental factors , including the COVID-19 pandemic .
Why the push for clean beauty
Consumers are realising that environmental damage , such as pollution , can directly impact their health . This , combined with an increased awareness of ethical issues , is driving greater interest in sustainability and the need for mindful consumption – which the pandemic is also influencing . Consumers are reevaluating their priorities , commitments and where they want to be spending their money . COVID-19 has brought a new consciousness that highlights ‘ purpose over profit ’, a more holistic approach to sustainability that encompasses social , environmental and economic value . This belief drives consumers to look for products that support global welfare and the wellbeing of both customers and employees . The sentiment is expected to remain important to consumers for the foreseeable future and brands are responding by incorporating purpose-over-profit strategies into their corporate plans . A Euromonitor Voice of the Industry Survey revealed that 60 % of beauty and personal care respondents said that their companies will in the future balance social and health issues with environmental issues . This offers significant opportunity for advances in sustainable innovations . For example : biodegradable formulations and packaging to reduce carbon emissions ; products with a reduced water footprint or that are completely waterless ; and initiatives that continue to support no animal testing , natural resource preservation and respect of biodiversity . Millennial and Generation Z consumers who want sustainable beauty products are also driving the clean beauty movement . They use a lot of products , buy premium products and regularly consume beauty information online in search of the latest trends . Together , these factors give them significant influence in the beauty industry . Part of their interest in sustainability comes from having to deal with the harsh reality of climate change . It is why they expect green , sustainable strategies to be part of the products and brands they purchase . Those strategies are no longer just ‘ nice-tohaves ’ and brands are responding . Western Europe currently leads the way in sustainable beauty claims , while industry investment in innovative , sustainable packaging is also gaining momentum in North America . The skin care category has the highest penetration of sustainable or ethical claims out of all beauty and personal care categories , while claims
30 SPECIALITY CHEMICALS MAGAZINE ESTABLISHED 1981