COSMETICS & PERSONAL CARE also have notably increased in the colour cosmetics , hair care , and bath and shower segments . In efforts to reduce their environmental impact , brands are aligning product development with the ‘ 5 Rs ’: refuse , recycle , reuse , reform and reduce . Each has a direct impact on the environment , with the first three related to material innovation and the last two tied to carbon footprint reduction . Digital innovation also influences clean beauty and will increasingly be used as a tool to support the beauty industry ’ s sustainability initiatives . COVID-19 magnified digital ’ s influence and its ability to engage consumers in meaningful ways . The digitalminded beauty consumer prioritises ethical features ; desires sustainably sourced ingredients and waterefficient products ; and expects ethical practices across the supply chain . On social media , these consumers are vocal in criticising beauty companies whose actions are perceived to be counter to sustainability and ethics . This provides an opportunity for brands to communicate sustainability initiatives , enhance transparency and provide consumer education via their social media platforms and company websites .
The role of science
Science plays a major role in advancing clean beauty , with green chemistry creating cleaner , more eco-friendly production systems and ingredients . For example , the Lubrizol Life Science – Beauty team applied green chemistry principles to a new peptide design and production . Argireline * Amplified is made up of 99.5 % natural origin content and , by performing multiple functions , it reduces the need for more products , which saves energy and waste . For brands , finding the right beauty science partner will be key to incorporating this shift quickly into new product formulations . Lubrizol researchers and scientists around the world forecast upcoming trends and test how they can be incorporated into new formulations . These insights , combined with a brand ’ s own perspective , allow for fast development of shelf-ready products . Our R & D capabilities allow us to quickly test and adjust formulations until the right one is found .
The future of clean beauty
As we look to the future of clean beauty , ingredient safety and supply will continue to be paramount , driving it to be the new default in beauty products . It is anticipated that there will also be a shift from clean beauty alone to one that incorporates conscious beauty . This means we will go from clean beauty , that takes the approach of minimalism and simplicity whereby entire ingredient groups , like parabens and silicones , are dismissed , to conscious beauty that is defined as a holistic understanding of consumers ’ own needs and the environment around them . Conscious beauty not only takes a personalised approach to understanding individual needs , but also evaluates the wider ethical and environmental impact of a purchase . Credentials such as safety , transparency and ethical sourcing are often being prioritised . The time is now to review where your brand is in relation to clean beauty and to find new ways to integrate clean formulations into the mix . •
* Argireline is a registered trademark of Lubrizol , Inc .
J j
Brandon L . Ford
CHIEF ACCELERATOR DIRECTOR
LUBRIZOL LIFE SCIENCE – BEAUTY brandon . ford @ lubrizol . com www . lubrizol . com
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