CLEAN BEAUTY
FROM LIPSTICK TO ANTI-PERSPIRANTS, ‘CLEAN’ COSMETIC PRODUCTS ARE THE NEW MUST-HAVE FOR CONSCIOUS CONSUMERS WHO OFTEN STRIVE FOR A 100% NATURAL AND CRUELTY-FREE BEAUTY ROUTINE. HERE ARE SOME NAMES AND FEATURES TO LOOK OUT FOR
REPORT
In the jungle of beauty brands, there are some easy ways to recognize the truly ’clean’ products: 95% to 100% of natural origin ingredients, and, importantly, the rest (<5%) must be petrochemical-free, GMO-free, etc. It’s best, of course, if the natural ingredients are organic. They are usually not tested on animals.
The pioneers of clean beauty include Weleda and Dr. Hauschka. Along with these unrivalled models, there is a growing number of emerging clean beauty brands worldwide that are worth knowing. At Skyn Iceland the inspiration comes from the pure, natural resources of Iceland. With its mineral-rich waters, antioxidant-powered berries and soothing algae, the company creates products that stabilize, fortify and nourish. In the US, celebrity darling Josh Rosebrook’s products for skin and hair emerge from botanical formulations developed by a team of industry-leading phytochemists and an herbalist. All plant ingredients are 100% organic, certified organic or wild-crafted. Hailing from India, Kama Ayurveda offers one of the most high-end Ayurvedic care lines. Meanwhile, Savane uses the power of organic African oils in its products. For the hair, Flow Kosmetiikka proposes a range of shampoos based on natural ingredients, such as eucalyptus. And what about make-up? Consider natural vegan mascara from Hiro Cosmetics; or beautiful products from Inika, the Australian organic and vegan-certified manufacturer known for its vegan cosmetics brushes. Kjaer Weis’ high-performing sustainable makeup – stocked, for instance, at LuisaViaRoma – is free from parabens, silicones, petrochemical emulsifiers and synthetic fragrances. Lastly, for a deodorant: Natural Deodorant Co.’s ‘Clean Deodorant Balm’ is a clever combination of antibacterial magnesium and sodium bicarbonate (for odor protection), while coconut oil and shea butter nourish the skin.
When picking brands for your store’s ‘clean beauty’ selection, study every company’s commitments and certifications carefully (this information will usually be available on the brand’s website). Look out for organic or natural labels, such as COSMOS, BDIH, Cosmebio, Ecocert, AIAB, Natrue, Soil Association, Certech, USDA, NSF, Organic Cosmetic, etc. The ‘Cruelty Free’, ‘Vegan’ and ‘Leaping Bunny’ labels certify there has been no animal testing. Although it’s time-consuming, it is useful to check each certification’s exact meaning and specifications, in order to give gravitas to your product lineup and be prepared to answer your customers’ questions.