COSSMA: Clean Beauty Trends

Clean Beauty Trends: An Outlook on clean initiatives in personal care industry

Making beauty more inclusive: In spite of a devastating global recession, the “natural” personal care industry grew over the past few years. The demand is being driven by consumers’ preference for natural goods and brand owners’ use of sustainable manufacturing techniques.

Impact of Covid-19 on Beauty & Wellness

Long before COVID-19, sustainable personal care products were becoming more and more popular, but the pandemic sped up consumer demand for formulations that are better for both users and the environment. The pandemic has increased consumers’ awareness of skin conditions, giving them more time to consider what they are using on their bodies, evaluate their health, and reflect on their lifestyle choices.

The increasing demand for natural and sustainable manufacturing processes will provide an opportunity for the raw material suppliers to innovate and manufacture the key ingredients for naturalness, but also offer functional attributes to be on the same level as the other synthetic alternative ingredients in the market. The demand for natural and sustainable manufacturing processes will create an opportunity for raw material suppliers. They have to come up with new ways to produce natural ingredients while also providing functional qualities that are equivalent to or better than those of the synthetic ingredients that are currently out in the market.

The eco-conscious consumer

The contemporary consumer expects to be competent in identifying the brands they want to buy, while also being able to connect the values of the brand they select with their personal values. As a result, businesses in the personal care market that work to innovate and diversify their portfolio by launching new ventures make sure that customers continue to connect with their brand.

At this point, “clean” and “toxin-free” labels on personal care products started to become commonplace industry trends. As consumers’ knowledge of the product grows, they also want to know whether the brands they are considering have never subjected their main ingredients or final products to animal testing, either directly by the brand owner or through suppliers. Furthermore, in recent years, laws have changed in favour of using cruelty-free skincare and cosmetics, so it is anticipated that consumer demand will boost in the same regard.

Packaging and labels

While the term “cruelty-free” refers to no animal testing, the label “vegan” indicates that the product is free of both animal testing and ingredients derived from animals. According to a major beauty realtor, vegan products are made without using any animal products or by-products and may contain ingredients like lanolin and gelatin.Another significant trend that has been noticed is a rise in the use of eco-friendly packaging by brands, which is thought to be both sustainable and safe for the environment as well as consumers.

By more transparently implementing the “carbon intensity label” on their product line, brand owners may be able to address both their packaging and their carbon intensity footprint in the years to come.

Ingredient transparency

Consumer demand for products free of toxic ingredients led to manufacturers ceasing to include toxic ingredients like parabens, sulphates, and phthalates in their products, which is how the clean beauty trend stirred.´“Clean” refers to things that are “healthy,” “sustainable,” and “organic.” This category contains goods that are not tested on animals, are kind to the environment, and don’t have any components that might be harmful to human health or the environment.

Being “clean” is no longer a requirement, but rather a chance for both consumers and businesses in the personal care industry. As this definition implies, the label “clean beauty” prioritises the customer’s physical and mental health in addition to promoting environmental responsibility and moral virtue.

Inspired by social media

The claims made tend to be of the “manufacture without” or “development without” variety and have much less to do with how the product benefits the skin.

A few ingredients, such as formaldehyde, parabens, etc., are the subject of intense controversy regarding their toxicity, but there are thousands of other ingredients that are not thought to be harmful, for example, hormone disruptors. Young and middle-aged customers are both becoming aware of and interested in brands that are connected to clean beauty as social media has grown to be a significant global platform.

Clean Beauty Claims

Renowned key players in the personal care sector have been emphasising functional claims and product efficacy over the past few years. However, as the level of competition among the players rises, brand owners must practice strategies for how to stand out from the competition.

Specific claims increase the share of packaging for brands to stand out, as shown in the graph above. As consumers look for more specific claims, the use of traditional claims is declining.


The market for personal care products is seeing significant investment and innovation, driven by the rise in demand for natural beauty products. The idea of “clean beauty” might quickly develop and mature in the years to come. Aesthetic practices will be eager to expand into this consumer base as clean beauty products become more widely available at major retailers, medspas, and prominent e-commerce platforms.


PPW: Packaging and Packaging Waste

APR: Association of Plastic Recyclers

PRE: Plastic Recyclers Europe

D4R: Plastic Design4Recycling

NIR: Near infrared


You can read the complete article at the official website of COSSMA, written by Shivam Sharma, Consultant at ChemBizR.

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