The collection is designed to help brands and retailers overcome persistent formulation obstacles when developing new products with skin safety as a priority. The range of nearly 29 products offers a practical foundation that reduces complexity and reformulation risk.
Brands and retailers frequently encounter three recurring challenges:
- the absence of a widely accepted definition of “clean,” made harder by ongoing legislation and retailer list changes
- limited availability of complete collections at competitive price points • the difficulty of maintaining efficacy, texture, sensorial quality as well as stability once conventional ingredients are removed
These factors can extend development timelines, increase reformulation risk and delay market entry.
Better Beauty is designed to address these issues. The collection is built on an ingredient assessment framework and exclusion criteria that can be adapted to individual retailer or brand requirements. It provides a transparent and flexible foundation for formulation. The initiative does not imply that conventional beauty products are unsafe; rather, it offers a practical approach to developing products that meet preferred ingredient profiles while maintaining performance, user experience and ingredient selection criteria.
Closing the gap between European standards and China-based production
Restricted-ingredient collections of this type are typically developed in Europe. A complete range is less commonly available from China, particularly when supported by a defined ingredient framework. Better Beauty was developed with audited China-based manufacturing partners that already serve international beauty brands. Concept 4 guided those partners through the development process to ensure the formulations meet the defined standard and align with international expectations.
Better Beauty was developed to give brands a reliable starting point that reduces complexity and supports more efficient product development. We partnered with our manufacturers in China to create nearly 29 products that focus on carefully selected ingredients for the skin while preserving efficacy and sensorial quality. Guiding that process against a defined framework is what makes the collection usable for international brands. It can be readily adapted for private-label programes, new sub-ranges or complete collections.
Said Pascal Vieilvoye, CEO of Concept 4.
How Better Beauty supports brands and retailers
• Clear and adaptable standards
The standards are informed by regulatory requirements, retailer restricted substance lists, consumer-facing ingredient assessment tools and Concept 4’s internal review process. The framework can be adjusted to specific blacklists, supporting greater confidence in product claims and reducing the likelihood of later reformulation.
• Formulations assessed for efficacy and sensorial quality
Each formula was reviewed for efficacy, texture, stability and sensorial properties. Adjustments were made during development in response to trial feedback to help ensure these qualities are maintained alongside the required ingredient profile.
• A coordinated, customisable range
The collection spans colour cosmetics (powder foundation, blush, eyeshadow, lipstick, lip oil, lip gloss, liquid highlighter) and skincare, haircare and body care (cleanser, toner, body mist, hand cream, shampoo, conditioner, shower gel). These formulations provide practical starting points for private-label development or the rapid creation of sub-ranges.
• China manufacturing, developed to international standards
The collection was developed with audited China-based suppliers that already serve international beauty brands, and guided against Concept 4’s own ingredient framework to align with international expectations.
• Packaging options
Available options include FSC-certified paper and post-consumer recycled (PCR) materials.
Better Beauty by Concept 4 is now available to brands and retailers seeking to reduce development complexity, lower reformulation risk and bring products to market more efficiently.
