# Clean Cosmetic Black and POC-owned cosmetic brands accommodate clean and vegan preferences. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Aug 4, 2020 | Category: [Fashion](https://www.trendhunter.com/pro/category/style-and-fashion-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/clean-cosmetic ## Key Figures - Trend score: 2.1/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jul 22 to Jul 27, 2020 - Published: Aug 4, 2020 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality) - Megatrends: [Naturality](https://www.trendhunter.com/megatrend/naturality) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Clean Cosmetic trend ### 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. ### 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. ### 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. ## What the Clean Cosmetic trend means for industry ### For 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 for Clean Cosmetic Trend score 2.1 out of 10, from popularity 30%, activity 24%, freshness 9%. - Popularity: 30% - Activity: 24% - Freshness: 9% ## Examples of the Clean Cosmetic trend 4 featured examples from Jul 22 to Jul 27, 2020. - [POC-Owned Beauty Brands](https://www.trendhunter.com/trends/pocowned-beauty-brand): The Lip Bar Advocates for Inclusivity & Accessibility in the Beauty Space (Category: Marketing) Implication: Disruptive innovation opportunity: Innovate within the beauty industry to cater to the changing consumer preferences towards inclusivity, veganism, and ease of use. - [Black-Owned Inclusive Cosmetics](https://www.trendhunter.com/trends/coloure-draine): Beauty Brand Coloure Draine Employs Black Workers (Category: Social Good) Implication: Inclusive cosmetics provide disruptive innovation opportunities for the beauty industry to cater to a wider range of consumers and promote diversity and representation. - [Skin Tone-Inclusive Beauty Lines](https://www.trendhunter.com/trends/monika-deol): STELLAR is a Diversity-Focused Brand Created by Monika Deol (Category: Pop Culture) Implication: 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. - [Inclusive Shimmery Bronzer Ranges](https://www.trendhunter.com/trends/sunkissed-bronzer): mented Debuts New Sunkissed Bronzer Collection for WOC (Category: Fashion) Implication: 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. ## Recent trend clusters - [Scaled Restraint](https://www.trendhunter.com/protrends/small-luxury-watches) (Fashion) - [Sneaker Theater](https://www.trendhunter.com/protrends/sneaker-theater) (Fashion) - [Ritual Systems](https://www.trendhunter.com/protrends/ritual-systems) (Fashion) - [Athletic Styling](https://www.trendhunter.com/protrends/athletic-styling) (Fashion) ## Trending in Fashion - [Paisley-Shelled Collector Sneakers](https://www.trendhunter.com/trends/paisley-shelled-collector-sneakers) - [Fruit-Inspired Digital Watches](https://www.trendhunter.com/trends/themed-wristwatches) - [Deluxe Beauty Advent Calendars](https://www.trendhunter.com/trends/classic-and-prestige) - [Modular Winter Wardrobes](https://www.trendhunter.com/trends/moose-knuckles-fallwinter-2026) All articles: [Fashion](https://www.trendhunter.com/fashion)