This article was originally published in the Ancient Beauty Trend Report. Receive your copy here
'Clean’ beauty is both everywhere and no longer enough.
Nearly a third of the US market is ‘clean’ beauty (source: Brandessence), yet for consumers, ‘clean’ is now losing its clout.
For 91.9% of today’s beauty consumers, product efficacy is the number one focus when shopping for products, outweighing ‘clean’ and ‘safe’ formulations (80.4%), according to Harris Williams’ Health & Beauty Survey, released in autumn 2023.
In the previous year’s survey, product efficacy and ‘clean’ were equally weighted.
But a movement has emerged in which brands are offering both, taking the narrative beyond ‘cleanical’ and combining efficacy and high performance with a traditional plant-based system of healing that dates back 5000 years.
Enter Ayurvedic beauty brands that utilise modern science to offer efficacious skin care products, and plug the gap that ‘clean’ beauty failed to address.
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