The Dirt on Clean Beauty
The Clean Beauty Market is expected to reach an impressive $22 billion this year. Skincare leads the charge, holding the largest share, followed closely by haircare and cosmetics. Despite this rapid growth, there is still no clear definition of what clean beauty is.
Defining Clean Beauty—Or Can We?
At its core, clean beauty brands prioritize transparency in both formulation and sourcing, steering clear of certain controversial ingredients. Safety and ethics take center stage in their missions. As someone who works in product development within the skincare and cosmetics industry, I was taken by surprise to learn this $22 billion market operates in one big grey area. The reality is that clean beauty encompasses various benchmarks, each with differing criteria for restricted ingredients, packaging considerations, ingredient percentages, and formula stability. While the FDA regulates cosmetics, it does not provide clear definitions for "clean" or "natural," leaving room for interpretation and inconsistency across brands.
The Current Clean Standards
When it comes to benchmarks, Sephora Clean stands out as a widely recognized standard, though it often represents a more middle-of-the-road approach to clean. For those seeking even stricter criteria, NakedPoppy Clean Standard and The Detox Market Clean Standard offer certifications that include larger lists of restricted ingredients and fewer acceptable alternatives.
At the pinnacle of clean standards in the United States is Credo Clean, which maintains a "dirty list" of ingredients to avoid. This benchmark demands rigorous testing of raw materials to ensure product integrity, emphasizing the importance of safety in the beauty industry.
The Problem?
Within a supply chain that has often been muddied with unsupported claims, the evolution of clean standards offers greater transparency. As the clean beauty movement continues to evolve, it’s crucial for brands to uphold their promises and provide clear, reliable information to consumers. These promises no longer hold their weight in words; they are cemented in the results of rigorous testing—or, to put it simply, in science.
Despite this, the competition for the cleanest standard will continue to grow and soon more players will enter the game. What will set them apart, and what will be regarded as the gold standard? In short, there is room for any distributor to establish a clean standard. The problem? The grey area will only expand, making the already unclear landscape of clean standards more complex, eroding consumer trust. Isn’t that where we began?
