Have you noticed the recent uprise in beauty brands going green? Those of you who are aspiring to launch a brand in beauty may have considered in following the movement. Ever questioned the impact going clean and green could have on your success? Here is a breakdown that may help give you a better understanding of the importance of including clean beauty in your business.

It is no secret that awareness of the use of harmful ingredients and lack of ethics in the beauty industry is spreading. Still, there has been a certain degree of awareness many have chosen to ignore, which is partly why this problem still exists today. However, the main cause is the lack of alternative.

There has been a shift in the mindset of new generations which has manifested into a cult of potential buyers for any brand with an ethical business team. A healthy and ethical lifestyle in general is a growing trend, especially with the millennials and generation Z. As well as clean beauty this applies to endless areas of life including eco-friendly cleaning products, reusable water bottles, bin bags, toothbrushes etc. The newer generations have become a lot more conscious of both personal and external wellbeing than generations of the past.

According to the research carried out by Opinion Matters for The Vegan Society in July 2017 “Over half (56%) of Brits adopt vegan buying behaviours such as buying vegan products and checking if their toiletries are cruelty-free.”

True, those who are religiously dedicated to clean beauty may still be a minority, not only are they rapidly increasing, but many of them are willing to invest more in quality cosmetics. Julie Tomasi, Ulta SVP of merchandising, states that Ulta Beauty buyers who gravitate towards clean beauty spend around 80% more in total beauty than the average buyer. “We anticipate additional growth from this category” she adds. Even some of the well known established companies are beginning to notice the rise in trend with Sephora, Ulta, and L’Oréal launching products with natural and organic labels. According to an article on Statista, the global natural and organic beauty market is expected to reach a value of 22 billion US dollars by 2024.

“More than half of Americans agreed that they preferably choose a natural/organic product. Interestingly, U.S. Millennials seem to be more interested than the typical consumer when it comes to purchasing beauty products made with natural ingredients.”

Consumers’ still have limited access to clean beauty products when we compared to this category’s rapid growth. There’s certainly still a huge gap in the market for organic and natural start-up brands. It makes perfect sense that the current social media obsession with makeup, hair, and skin care in conjunction with the growing interest in wellness would result in high demand for clean beauty. The accelerating demand and the fact that there are very few legitimately clean brands, makes now an excellent time to fulfill that demand.

These trends seem to be encouraged by education being spread through IG accounts that share advice in the form of memes and simple graphics such as:

This is a great marketing platform and an opportunity to engage with your consumers which can humanize your brand, creating trust. It is important that “marketers understand that they need to go wherever the clients are”. In this case, most consumers who care about clean beauty spend a lot of time on social media. The new generation of consumers appreciate brands that value their health and opinions, and in turn, they are more likely to value your brand.


Would you be more attracted to a brand with a known trusted team, or does it not make too much of a difference?



RGlobal natural and organic beauty forecasted market size 2016-2024.

What’s driving the billion dollar natural beauty movement

Veganism in the UK

Michael Cohn: The Impact of Social Media on Advertising

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