The health and wellness trend has taken a new direction in beauty with the emergence of brands claiming not only to look after the skin but to do it good. Clean beauty has arrived and comes hot on the heels of the clean eating trend with its obvious appeal to consumers who make healthy food choices and want to take control of what they put on their skin in the same way.
According to beauty blogger Fiona Klonarides, who runs the Beauty Shortlist, #cleanbeauty is a relatively new Instagram hashtag: “It’s more impactful, fresher and more marketable than, say, natural/organic or green beauty, which are now quite old monikers for the same thing.” For the first time this year, the Beauty Shortlist Awards are accepting international entries in recognition of the growing number of US, Australian and Swedish brands that fit the ‘clean beauty’ criteria.
“Geographically, Australia is ahead of us on the clean beauty front from an international perspective, while New York and California have been pioneering that trend in the US, and Scandinavia in Europe,” affirms Klonarides.
Beyond ‘Green’
The clean beauty concept has much in common with the notion of green/natural/organic in that product formulations tend to contain pure, unprocessed ingredients and adhere to ‘free from’ claims.
Topping the list are superfood ingredients used by brands
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