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Clean beauty: transparency in cosmetics
The clean beauty phenomenon is gaining more and more ground in our bathrooms. Behind this green wave are several factors — notably the arrival of a new generation of consumers, especially millennials and Gen Z, who are far more attuned to environmental and health concerns. A new vision of cosmetics, clean beauty aims to reassure and to meet consumers' need for transparency; it positions itself as more “natural,” “clean,” “green,” and “responsible.”
In Europe, the number of beauty products certified COSMOS by the organization doubled last year, reaching more than 10,000 across 794 different brands. The sector is thus enjoying its eighth consecutive year of growth.
Why is clean beauty growing?
- The rise in sensitive skin linked to pollution, stress, external aggressors, and digital devices.
- Consumers are increasingly aware of the effects certain ingredients can have and read labels more and more carefully: 21% of consumers now look for skincare products with as few ingredients as possible.
- Greater environmental and health awareness.
- Demand for wellness and skin-clarifying products.
