‘Clean Beauty’ Set to Grow in 2020

 As people have become increasingly conscious of the products they are using, there is little surprise why 'clean beauty' will continue dominating the cosmetics markets throughout the upcoming years. Simply put, 'clean' beauty is that which is free from chemicals. If chemical freedom is impossible, then clean beauty users look for as few chemicals as possible.

Emerging cosmetics manufacturers appear to be leading the way in clean beauty. That means that established brands need to think carefully about how they approach their formula from here on.

Why Clean Beauty is a Big Deal

As Vogue states, clean beauty appears to be popular thanks to a generational shift. Generation Z, that is consumers born after 1996, are more likely to be environmentally conscious.  Therefore, younger buyers will likely look at the ingredients more than older customers. That isn't to say consumers from Gen X, Y or earlier don't care, however.

Recent events show that more and more of the world's population is opening up to climate change discussion. Recent global protests have received colossal media attention. Non-vegans are looking for non-vegan products, and the effects chemicals have on our planet continue to meet our attention.

Whether it is through conscious programming or social media debate, we ‘know better’ now than we did a few years ago.  As the world becomes more ‘woke’ to the idea of a chemical-free world, big industry players are left scratching their heads.

What Should Beauty Businesses Do?

It may be difficult for big businesses, at least right away, to adapt to clean beauty.  That’s because formula and products which have sold well for years, even decades, are now coming under closer scrutiny than ever. But how can they adapt to these changes?

One thing’s for sure; they should be willing to change. 

Unless they want to risk losing the support and business of millions of younger buyers, now is the time for beauty businesses to adapt. It doesn't necessarily have to be a complicated process.

For example, Proctor & Gamble have played around with refillable beauty.  Plastic, of course, is choking our oceans and our greenery.  Something as simple as reducing plastic in packaging might be a big enough move to appeal to a growing taste for clean products.

The Broader Benefits

What beauty firms should also do is think about more benefits to clean beauty.  It is not just an environmental choice!  Many consumers are allergic to specific chemicals and treatments.  Others find that chemical-heavy products can dry out their skin or do more harm than good.

Therefore, there are also huge markets for clean beauty as far as personal wellbeing is concerned.  Will beauty businesses have to go all the way back to the drawing board, however?  That all depends.
The biggest brands on the planet are already preparing for clean movements in the next few years.  With that in mind, and with the world waking up to environmental decay, there’s never been a better time to ‘go clean’.