Healthy beauty is an important new trend, largely driven by the conscious consumer. According to Euromonitor International, the so-called conscious consumer was one of the top 10 global consumer trends in 2019. Simply put, a conscious consumer is a person who looks beyond the brand name, seeking out ways to make informed and positive decisions about what they buy and who they buy it from. They are people who will want to know more about the company to which they are giving their hard-earned money. After all, when you purchase something from a company, you are, quite literally, funding a company to continue doing what they’re doing, and if you don’t like or support what they’re doing and how they’re doing it, then there’s no need to fund them.
With this in mind, the important thing for brands to know is that conscious consumers are here to stay. It has all to do with trends, and trends show that the demand for healthy beauty and eco-ethical products has increased by roughly 20%. This trend is further emphasized by a strong decline of ‘cruel’ ingredients in beauty products (almost 40% between 2015-2018), as well as an increase in global sales of ‘animal welfare’ products (up to 11%). As brands start to encourage the behavior of mindful consumption, it is clear that, whether full-time or part-time, this global consumer trend looks set to rise in the short, medium and long-term.
Conscious consumers are influential
Tied to this is yet another crucially important fact – conscious consumers are influential, and they will spread this trend to others, which is now easier than ever thanks to social media. What’s more, social media has brought veganism – one of the fastest-growing trends – to the forefront of conscious consumers’ minds. Consumers are starting to accept that veganism is for everyone and it has become fashionable, at least partly thanks to it being endorsed by celebrities such as Jennifer Lopez, Miley Cyrus, and Chinese pop singer Long Kuan.
As veganism, the practice of abstaining from the use of animal products for any purpose, continues to be adopted by an ever-wider range of people, animal welfare concerns will evolve further and extend to other industries beyond food, beauty, and fashion. This new lifestyle that is gaining traction among modern consumers will see more and more conscious consumers adopting a flexible approach to veganism. This eliminates the weight of labels and allows individuals to find their own ways of embracing a more plant-based diet and to choose more plant-derived, healthy products. This widens the reach of the trend even further and emphasizes the fact that brands need to embrace it stronger and seek ways to support it by offering ethical propositions, natural ingredients and healthy beauty products that are free from cruelty.
Provital’s commitment to healthy beauty
In conclusion, it’s clear that ethical has become mainstream and that the demand for improved transparency and purpose is forcing beauty companies and brands to cater to a more ingredient-savvy consumer, one who wants to stand out through their product choices and the causes they believe in, and they aren’t afraid to show it and share with the world.
Provital meets the needs of the conscious consumers by offering them just that – eco-ethical and healthy beauty products transparently made out of sustainable ingredients.
We believe that taking care is taking action. Taking care is the force that moves us forward, and it is also our commitment to people, communities and planet. We care and take action for them, with them.
We care by combining nature and science to capture the essence of the earth on innovative products.
Provital. Do Care.