Category
Fashion
Scaled Restraint
Trend cluster
Category
Clean
Cosmetic
Black and POC-owned cosmetic brands accommodate clean and vegan preferences.
2.1
Trend score
Trend
What is the Clean Cosmetic trend?
Clean Cosmetic: The steady growth of cosmetic brands owned by Black and people of color has resulted in a more diverse and inclusive market. Many of these brands are also opting for natural, vegan or clean formulations that give consumers peace of mind when it comes to what they put on their skin.
Insight
The consumer insight behind the Clean Cosmetic trend
When it comes to both the cosmetic and food industries, the label "clean" is increasingly popular among consumers. People are more concerned now with the ingredients of the products they choose to purchase, and knowing that they'll react well to their specific needs. The appeal of natural, vegan or clean products is that it creates a sense of trust between the brand and the consumer.
Trend themes
Themes within the Clean Cosmetic trend
Three behaviours holding the trend together01
Clean Beauty
Consumers are more concerned with purchasing natural, vegan, or clean cosmetic products and the trend is driving the cosmetic industry to create more inclusive, diverse and peaceful formulations.
02
Inclusivity
Beauty brands are focusing on offering products that match all complexions to create a welcoming community that embraces self-expression by employing Black workers.
03
Vegan and Cruelty-free Products
To minimize harm to the environment and living beings, consumers are increasingly shifting towards vegan, 100% cruelty-free products, which is driving the clean beauty industry and trend product innovation.
Industry implications
What the Clean Cosmetic trend means for industry
Where the trend changes the playbookFor
Clean beauty and personal care
Consumer demand for natural, vegan and clean cosmetic products is driving the industry to create more sustainable, inclusive and diverse formulations.
For
Inclusive Beauty
Cosmetic companies are developing new skin-inclusivity products that cater to all skin types, tones, and shades encouraging self-expression and diversity.
For
Socially responsible beauty brands
The emerging beauty business landscape is prioritizing social responsibility, animal welfare, and sustainable practices, giving rise to new innovative vegan, cruelty-free product offerings.
Workshop question
How is your brand prioritizing inclusive, "free-from" products?
Trend signals
Trend signals for Clean Cosmetic
Trend score 2.1 out of 10, from popularity 30%, activity 24%, freshness 9%.
Popularity30%
Activity24%
Freshness9%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Clean Cosmetic trend
4 featured examples from Jul 22 to Jul 27, 2020CategoryMarketing
POC-Owned Beauty Brands
The Lip Bar Advocates for Inclusivity & Accessibility in the Beauty Space
Disruptive innovation opportunity: Innovate within the beauty industry to cater to the changing consumer preferences towards inclusivity, veganism, and ease of use.
CategorySocial Good
Black-Owned Inclusive Cosmetics
Beauty Brand Coloure Draine Employs Black Workers
Inclusive cosmetics provide disruptive innovation opportunities for the beauty industry to cater to a wider range of consumers and promote diversity and representation.
CategoryPop Culture
Skin Tone-Inclusive Beauty Lines
STELLAR is a Diversity-Focused Brand Created by Monika Deol
Disruptive innovation opportunity: Introducing skin tone-inclusive beauty lines like Monika Deol's STELLAR, leading the way in diversity and inclusion in the beauty industry.
CategoryFashion
Inclusive Shimmery Bronzer Ranges
mented Debuts New Sunkissed Bronzer Collection for WOC
The cosmetics industry has the opportunity to become more inclusive and sustainable by developing more inclusive product lines and providing vegan and cruelty-free options.
