Here’s Why Major Brands Are Finally Investing in Clean Beauty

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It took a while, but the leaders in the beauty industry are finally listening up and paying attention to consumer. We want transparency and we want it now.

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Things are definitely shifting in the beauty industry. People from everywhere are speaking up and vocalizing their concern for clean beauty practices and more transparency in brand’s labeling procedures. Clean beauty, which for years has been predominately comprised of smaller brands, indie brands, and have avoided mainstream markets. Now, clean beauty companies are taking over and major brands are finally following their lead.

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Here’s Why Major Brands Are Finally Investing in Clean Beauty

A few years ago, clean beauty products really started to go mainstream. Gone are the days where you could only find these products hidden in the dark depths of your favorite natural foods store. As people start to educate themselves and question why so many women are having reproductive issues or cancer rates are rising, turning to clean beauty is no longer something that identifies you as “crunchy” – it’s become a necessity for the way we live our lives.

Why?

It’s important to people and they are speaking up. Our Beautycounter CEO, Gregg Renfrew was even called to Congress to testify about making clean beauty the norm and not the exception. This is a big effing deal.

And the clean beauty movement is so much more than just what’s being used to make all of the beauty products, but it’s about how things are packaged, too. “Consumers — especially millennials and Gen-Z — are leading the shift away from single-use plastic. This shift is accelerating as government regulation in the EU and select US states pushes CPG companies towards adopting more sustainable alternatives,” CBS Insights says in their beauty trend report for 2020.

Many brands, like Beautycounter and many of the clean beauty lines sold at Sephora already have proper recycling practice in place, or are testing pilot programs to do so. The goal is to reduce their carbon footprint and I am here for it. “On both the big beauty and indie side, sustainable packaging is becoming just as integral to consumers’ preferences as the actual product efficacy.”

Social media has played a huge role in the explosion of clean beauty because it gives everyone a voice to share what they are willing and not willing to put up with. A simple #cleanbeauty hashtag can send that message to millions and that is incredibly powerful. Again, brands are listening to that.

And of course, there the data to back up where brands are going to be putting their money. A survey from Ispos found that 59% of women in the U.S. would be interested in trying new brands if they were clean, and an astonishing 66% said they’d be interested in trying a new brand if it was natural. Brands are taking note that they have a lot of customers vowing to only choose clean beauty brands and they want them to choose them – especially if they are in a place where this revolution is just getting started and consumer may or may not be brand loyal yet.

I think we forget sometimes how powerful our voices really are and whenever we can speak loud for change about something that is directly impacting us all, well that’s just beautiful.

If you feel the calling to join me and spread the message of clean beauty, I would love for you to join my team!

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It makes me so happy whenever I learn about a new brand that is changing what they put into their beauty products. I think it’s important to make sure that even though many of the mainstream brands that we have all grown up with make some shifts and new product launches that we still pay attention to the ingredients. Brands should be giving us as much transparency as possible, and if they aren’t then they are still hiding something.

XOXO,

Allison