In recent years, ‘clean beauty’ has evolved from being a trendy buzzword to something that is redefining beauty standards worldwide. What started as a niche trend is fast becoming a way of life for many consumers, resulting in a strong independent vertical in itself.
“It has been great to see clean beauty is much closer to becoming the standard in recent years,” The Green Edit founder and curator, Cathy Tolpigin, told BD. “Most recently we are seeing vegan and cruelty-free beauty making the shift from being niche to mainstream. Even though consumers may not practice eating a vegan diet, cruelty-free and vegan requirements are fast becoming the baseline for beauty purchases.”
In fact, according to a report released by ReportLinker, the vegan beauty market is on the rise and is projected to reach $21.4 billion by 2027.
Below, Tolpigin provides insight into the latest trends around clean beauty, how these trends have changed over the years, and what the industry should be working on improving to create a better future.
What are some of the latest trends around vegan and natural products?
Vegan inner beauty collagen supplements
These supplements stimulate and encourage collagen production in place of actual collagen injestable products that are formulated with animal derived marine or bovine collagen. Vegan collagen products include Edible Beauty Beauty Dew formulated with plant based collagen.
Medicinal mushrooms and adaptogens
Medicinal mushrooms and adaptogens have been widely used topically in Asian beauty products and are now making their way into western/mainstream beauty formulations. The key benefits are their anti-inflammatory effects and their potential to protect the skin against damage from environmental stressors. They also contain omega acids, which can improve the skin's hydration. Miranda Kerr’s brand, Kora Organics, for instance formulates its Milky Mushroom Gentle Cleansing Oil with silver ear/snow mushroom extract.
Sustainability/circular beauty/zero waste packaging
There is an increased number of consumers seeking products that are consciously packaged, specifically looking to purchase products packaged in recycled packaging (no new plastics/materials), refillable packaging, biodegradable and zero waste options. Emma Lewisham and Ere Perez are great examples of this.
Upcycled beauty
Upcycled beauty products which give discarded food products such as used coffee, fruit, vegetables, seeds and stone fruits, a new life are becoming common because they are repurposed to create new beauty products. Carla Oats, founder of The Beauty Chef, uses the leftover fermented ingredients from her inner beauty supplements to create her topical skincare product, Probiotic Skin Refiner.
Solid cosmetics and waterless beauty products
Perfume, shampoo, conditioner, deodorant and facial cleansers are just a few beauty products that are often formulated with concentrated ingredients without water that last for a longer time. In many cases, these products are packed with zero waste, biodegradable and plastic-free packaging. Some great examples are Ethique solid shampoo bars and Edible Beauty zero waste solid deodorant.
How have these trends changed over the years?
Consumers seeking the whole package
Consumers are looking for products that are high performance, while being formulated with clean ingredients that are sustainably sourced and not tested on animals.
Social and ethical impact
This is a key driver for purchases. Consumers are well educated and informed, looking to support brands that align with their own values. They prefer to make purchases from founders and companies that consider the impact of their entire product lifecycle across all areas of their business, from design, ingredients, production and delivery.
Certifications
Consumers are looking to trusted certifications to provide clarity and clear up any confusion surrounding claims to determine if a product truly is vegan, natural, organic, sustainable or ethical.
Mindful consumers
Mindful consumers are seeking out brands that add value and have a positive net impact on our health, environment, community, workforce, animals and the way in which they market their products, creating advertising campaigns that are inclusive and diverse.
Larger multinational brands taking accountability
These brands are taking accountability to review and rethink their practices and product offering, relaunching products in their range to be vegan and incorporating sustainability initiatives around their packaging.
Social media
In recent years, influencers and celebrities have been having more conversations about clean, vegan and cruelty-free beauty products across social channels and speaking directly to millennials and mindful followers, in turn increasing awareness.
China being a new market for vegan and cruelty-free brands
In 2021, China eliminated mandatory animal testing requirements for imported general cosmetics. Chinese consumers will have greater access to ethical products from around the world. This also provides a distribution opportunity for vegan and cruelty-free beauty brands from around the world.
Why have these trends changed?
Consumer demand
Brands are listening to consumer demand and really have no choice but to be operating with a greater level of transparency across their entire business.
Investment in ingredient research and development
Beauty brands are prioritising additional spend on R&D and formulation utilising vegan ingredients. Clinical trials have proven that natural and vegan ingredients can achieve real results.
Technological advancement
New technology has allowed large and small beauty brands to sustainably create and ethically test products that are free of animal-derived ingredients, ensuring they actually perform as well, if not better than non vegan products.
The pandemic and climate crisis
The last two years have brought on an increased awareness and mass consciousness around the impact our beauty choices have on animals and the environment.
What should the industry be working on improving?
“I truly believe that ethical, sustainable and clean beauty will become the norm, and if beauty brands, spas and clinics would like to continue to be relevant and continue to thrive, they need to get on board quickly, with authenticity and integrity by providing consumers with these products to purchase and also incorporated in their services and treatments,” Tolpigin said.
“Consumers are looking for the whole package when it comes to beauty products. Clean ingredients that are sustainably sourced and packaged, not tested on animals with minimal impact on the environment. At a minimum anyone launching a new beauty brand or product should have these as their baseline requirements.”
BD recommends the following clean beauty products:
Ipsum Lip Oil Balm is a luxuriously rich and conditioning lip oil balm with a blend of pure and organic native plant oils, esters and waxes to instantly soothe and smooth lips with long-lasting, intense nourishment.
A’kin Brightening Vitamin C & Rosehip Oil Facial Oil is a facial oil that combines the benefits of rosehip oil with the brightening powers of vitamin C. Rosehip oil nourishes the skin, while antioxidant-rich vitamin C boosts collagen and brightens the skin.
Clémence Organics Protect + Clarify Daily Face Lotion is a powerful anti-ageing moisturiser that calms, hydrates and protects to an SPF 15 level.
Swisspers® Baby Hair & Body Wash is a gentle, all-in-one cleanser for baby’s skin, hair and scalp. It is pH balanced, hypoallergenic, dermatologically tested and suitable for sensitive skin. It is also vegan friendly, not tested on animals and Australian made and owned.
Biologi Bm Regenerate Anti-Ageing Serum is a 100 per cent active, 100 per cent potent serum formulated to address specific needs for those concerned with premature ageing and ageing skin.
essence HELLO, GOOD STUFF! Glow Serum Primer is 100% vegan and is enriched with watermelon water and niacinamide. The light gel texture absorbs into the skin quickly and gives it an instant boost of freshness and moisture.
The Body Shop 100% Natural Shea Butter is a Community Trade shea butter in its purest form that has been carefully whipped to create a creamy, melting texture.
Avec Bioactive Nutrient Serum is a single solution oil that nourishes fine lines, soothes acne, evens skin tone, helps dullness and increases the skin’s elasticity.
Naturally My Skin Multi Glow Serum is a beautiful serum that aims to target multiple skin concerns whilst leaving it nourished and hydrated. Like a sunset glow, this serum is rich, powerful, yet a delicate treatment oil developed to bring out your natural beauty.
Bokka BOTANIKA Blowdry Boost Volumizing Spray is great for fine, limp hair in need of a boost. It is 100% vegan and enriched with apple, sugarcane and green tea extracts.
Zenz Cactus No. 17 Shampoo moistures and cleanses without weighing hair down. With 98% ingredients of natural origin and 58% certified organic ingredients, this shampoo is infused with cactus for essential nourishment.
etchðos Hydrating Body Wash – Botanical Bloom brings together a gentle amino acid based cleanser with plant based glycerin to leave your skin hydrated, clean and soft.
Keep It Simple Skin QUINOA FACELIFT, INSTANT FACE LIFTING AND FIRMING SERUM has a clean base that drenches your skin in moisture enhancing hyaluronic acid, whilst delivering a clinically proven dose of skin firming actives to lift your skin and your spirits.
Burt’s Bees Dragonfruit Lemon Lip Balm helps to nourish lips and delight the senses with a burst of sweet, tropical flavour. It is infused with powerful antioxidant-rich fruit extracts and responsibly sourced beeswax to richly moisturise and soften lips. This 100% natural origin lip balm is formulated without parabens, phthalates, petrolatum and SLS.
Main image source: Harper's BAZAAR
