Cosmetics Business asks: What exactly does the term 'clean' beauty mean and can its principles be standardised in the future?
Over to the expert…
‘Clean’ beauty is a broad church that welcomes the best of science and nature, efficacy and ethicality. Leaning on its connotations of ‘purity’, the concept was born from a growing desire for cosmetics that are universally responsible – not only safe and reassuring for consumers, but also better for the planet.
Arising from the natural movement, whose spectrum spans from 100% natural and/or organic content to a carefully managed selection of the latest trending botanical actives, clean beauty aims higher.