The clean beauty movement is directly linked to current clean lifestyle choices, which have been a key trend for a while now, particularly among younger generations. Since 2015, clean living has been mentioned increasingly, with a total growth of 1,470% mentions across various media platforms.
Millennials and Generation Z are making healthier choices like drinking less, exercising more, and adopting plant-based diets. This reflects the more holistic approach to health and well-being that is at the center of a clean lifestyle, taking in everything from food to household products. Naturally, this has extended to BPC, where the clean beauty movement has become one of the most influential philosophies in the industry.
The holistic approach involves food, fashion, beauty, personal care, household, travel, consumer technology, leisure, hospitality, retail, finance, etc. It made all industries tap into wellness marketing. In other words, clean lifestyles are blooming. As part of the clean beauty movement, consumers demand products that focus on natural and real, declining everything that is artificial or processed. They pursue healthy living as a way to find balance among the global uncertainty that is present today.
What does it mean to be clean? Clean beauty is the new influencer
The clean beauty movement was undoubtedly a crucial influence in the beauty industry in the last decade.
Since 2015, mentions of ‘clean beauty’ on social media have increased by over 29,000%. However, consumers are divided over the meaning of clean beauty. There are lots of definitions popping up and most can encompass the following concepts:
- Green, plant-based beauty
- Cruelty-free products
- Organic ingredients, which should preferably certified as organic
The clean beauty movement is a part of a holistic healthy lifestyle. For example, 55% of consumers agree that your diet has an important link to the appearance of your complexion (Mintel, 2020). Therefore, consumers are looking for non-toxic, natural ingredients; the Xeradin™,psychology being that, if they wouldn’t eat it, it’s unlikely to be safe to apply to their skin. Thus, clean means natural, natural means safe, and safe is what consumers – particularly young consumers – seek in today’s beauty and skin care products.
Statistics have shown that 52% of adults in the US aged 18-24 believe natural products are safer than regular ones, and 56% of people who use natural and organic products cite ‘clean products’ as an indicator a product is natural. Last year, 49% of adults in the US aged 18-24 looked for clean beauty products and it’s clear that clean is the newest beauty trend.
What about the future of the clean beauty movement?
To attract consumers, brands must do two things: be transparent and eco-conscious. Building trust and promoting the new clean message means that brands must push natural or /organic ingredients, clearly explain where ingredients are sourced and what they do, and obtain certifications if it’s possible.
We at Provital are very aware of this demand, and therefore, we harness the treasures of nature in order to help brands join the clean beauty movement. Flowers and plants, extracted from nature and converted into assets, are the essence of our products. One example is Xeradin™, which is certified natural and sustainable by Ecocert. However, promoting an eco-conscious message means that brands need to look beyond the product and a list of free-from ingredient claims so that they can stand out among a crowded field of clean brands. They need to demonstrate a commitment to a set of eco-ethical actions that will resonate with an increasing number of consumers who are committed to the clean beauty movement. Clean is growing – and it’s essential that BPC takes notice.