The Categories Where ‘Clean’ Still Matters
So-called “clean” skincare has lost its appeal as shoppers favour more clinically proven products. But in cosmetics and fragrance, the appetite is only growing.
The beauty industry is witnessing a maturing phase for clean makeup products, with Credo Beauty adding the stylish brand Saie to its portfolio. This comes as the category enters a results-driven era. Major cosmetics company L'Oréal has also shown interest in the market by taking a minority stake in Chinese skincare brand Lan, its second investment in China recently.
However, the term 'clean' in beauty has become a source of confusion due to the lack of universal standards. This uncertainty threatens both the label's role in ensuring product safety and its use in marketing. Daniela Morosini, Senior Beauty Correspondent and Special Projects Editor at The Business of Beauty at BoF, highlights the importance of this issue. She has been covering the global beauty industry, focusing on market strategies and overcoming challenges.
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