Clean label started as a niche market in the food and beverage sector, but is outpacing its starting points to become the new norm in the beauty and personal care (BPC) industry.
The resulting clean beauty trend can be defined as natural or organic products with a simple, comprehensive and transparent ingredient list, although the definition may vary.
Expanding from niche markets with indie brands, we now see premium and mass-market players investing in the eco-responsible segment.
Today, mass-market retailers represent 25% of the naturally positioned brands, which is a 10% growth over 2017 (Global Cosmetic Industry).
The appetite for naturals is increasing with more than 80% of customers in France, Germany and Spain wanting to see more natural and/or organic products from big brands, according to Mintel.
Clean beauty can be considered a sub-trend of 360-degree wellness and an overall balanced lifestyle, and is taking over all market segments of the industry.
According to Nielsen, sales of personal care making natural claims grew by 9% in 2017 and will continue to develop over the upcoming years, reaching US$25.11bn by 2025 (Grand View Research).
Two significant demands drive the natural and sustainable trend. First, consumers would like to have a better comprehension of the products that they use, and second, they want to
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