Spreading Clean Beauty

The clean beauty movement: Defining clean

Clean lifestyle choice is something that new generations aspire to. Drinking less alcohol, eating more vegetables, cutting back on meat, meditating often, enjoying knitting, exercising regularly, etc. This is how we describe clean lifers – mostly young adults aged 20-29. Clean lifestyle is growing rapidly across all categories, the definition of health and wellness has become more holistic in recent years. The result of that is that brands are changing marketing strategies to emphasize consumer’s wellbeing, sparking a clean beauty movement.

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. 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. Since 2015, clean living has been mentioned increasingly, with growth of 1,470% in total. It’s obvious that consumers are more and more concerned with living holistic, healthy lifestyles.

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Clean beauty is the new influencer

Clean beauty is a term that is more popular than ever before. Online mentions have skyrocketed. Only since 2015, mentioning clean beauty on social media has increased by over 29,000%. However, consumers are divided over the meaning of clean beauty. There are lots of definitions popping up, including green beauty, cruelty-free products, and organic ingredients. It seems that, in general, consumers are more concerned with ‘clean’ skincare products than ‘clean’ makeup. In discussions about ingredients that are harmful to our skin and body as a whole, parabens were the top ingredient mentioned.

The clean beauty movement is a part of a healthy green lifestyle that most people aspire to. It means a non-toxic product that is made without ingredients linked to harmful health effects. There is a new standard of beauty, one that we simply call ‘clean’. Clean means natural, natural means safe, and safe is what young seek in today’s products. We at Provital are very aware of this consumers’ need and therefore we rely on the treasures of nature – flowers and plants, extracted from nature and converted into assets, are the essence of our products, like our active Xeradin that is certified by Ecocert.

Statistics have shown that 52% of adults in the US aged 18-24 believe natural products are safer than regular, and 56% of people who use natural and organic products cite ‘clean products’ as an indicator a product is natural. ‘Clean’ is an important influencer, the coverage of ‘clean’ cosmetics is everywhere, on national television, social media and even in best-selling books. 49% of adults in the US aged 18-24 look 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 survive, brands must do two things: be transparent and eco-conscious. Building trust with ingredient transparency means that brands must promote natural/organic ingredients, explain where ingredients are sourced and what they do, and after all, obtain certifications if it’s possible. 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. It also implies a commitment to a set of brand eco-ethical actions that will resonate with an increasing number of younger consumers who are committed to the clean beauty movement.

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