# Compostable Clean Single use cosmetic wipes are now safe to compost. By [Mary Van Puymbroeck](https://www.trendhunter.com/Mary.Puymbroeck), Research Advisor at Trend Hunter | Published Mar 21, 2019 | Category: [Eco](https://www.trendhunter.com/pro/category/environmental-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/compostable-clean ## Key Figures - Trend score: 3.2/10 - Evidence articles: 5 ## What is the Compostable Clean trend? **Compostable Clean:** An increasing number of cosmetic wipe manufacturers are now using compostable materials to appeal to consumers that prioritize sustainability and convenience. This highlights the pressure consumers have placed on brands to align with their values towards environmental sustainability. ## The consumer insight behind the Compostable Clean trend Consumers purchasing habits are becoming increasingly influenced by the impact it can have on the environment. With that in mind, consumers are seeking more sustainable alternatives to products that are part of their daily routines in order to mitigate the guilt they have around purchasing single-use products. ## At a Glance - Evidence: 5 featured examples - Articles from: Apr 29, 2016 to Feb 28, 2019 - Published: Mar 21, 2019 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Youthfulness](https://www.trendhunter.com/megatrend/youthfulness) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Themes within the Compostable Clean trend ### Composting Cosmetics An increasing number of cosmetic wipe manufacturers are now using compostable materials to appeal to consumers that prioritize sustainability and convenience. ### Natural Ingredients Personal care brands are incorporating natural and nourishing ingredients into their cleansing wipes, such as kale, carrot extracts, and hyaluronic acid. ### Eco-Conscious Marketing Brands are responding to consumer demand for more eco-friendly products, like biodegradable, compostable, and plastic-free facial wipes. ## What the Compostable Clean trend means for industry ### For Personal Care The personal care industry has seen a rise in demand for eco-friendly products and natural ingredients, leading to the development of compostable and nourishing facial wipes. ### For Sustainability The trend towards compostable and biodegradable facial wipes highlights the importance of sustainability in various industries and encourages businesses to explore eco-friendly options. ### For Packaging The use of recyclable and biodegradable packaging for facial wipes, like the Natracare Moist Tissues, presents an opportunity for innovation in the packaging industry to align with consumer demand for eco-conscious options. ## Workshop question How has your brand responded to emerging consumer expectations surrounding sustainability? ## Trend signals for Compostable Clean Trend score 3.2 out of 10, from popularity 45%, activity 43%, freshness 8%. - Popularity: 45% - Activity: 43% - Freshness: 8% ## Examples of the Compostable Clean trend 5 featured examples from Apr 29, 2016 to Feb 28, 2019. - [Eco-Conscious Face Wipes](https://www.trendhunter.com/trends/biodegradable-face-wipes): The New Simple Biodegradable Face Wipes are Made from Renewable Fibers (Category: Eco) Implication: Brands can explore eco-friendly and sustainable solutions for their beauty and personal care products, appealing to a growing demographic of environmentally-conscious consumers. - [Plastic-Free Flushable Wipes](https://www.trendhunter.com/trends/moist-tissue): Natracare's Moist Tissues are Compostable and Safe to Flush (Category: Eco) Implication: The personal care industry can capitalize on the demand for sustainable and natural alternatives to traditional synthetic products, by developing eco-friendly flushable products t… - [Feminine Personal Wipes](https://www.trendhunter.com/trends/personal-wipes): SweetSpot Labs Makes 'On-The-Go Wipettes' for Women (Category: Lifestyle) Implication: SweetSpot Labs' personal wipes offer a disruptive innovation opportunity in the feminine hygiene industry. - [Kale-Infused Facial Wipes](https://www.trendhunter.com/trends/cleansing-facial-wipes): YES TO's Cleansing Facial Wipes are Touted as "Nutrition-Boosting" (Category: Fashion) Implication: Companies in the beauty industry can capitalize on the evolving consumer preference for natural and plant-based ingredients in skincare products. - [Ultra-Hydrating Facial Wipes](https://www.trendhunter.com/trends/face-wipe): Derma E's Face Wipes Condition and Moisturize with Hyaluronic Acid (Category: Fashion) Implication: Incorporating Hyaluronic Acid and superfruit extracts into skincare products, and using more eco-friendly packaging materials ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Eco - [Jewel-Toned Fall Apparel](https://www.trendhunter.com/trends/quince-silk) - [Compostable Coffee Pucks](https://www.trendhunter.com/trends/compostable-coffee-pucks) - [Intelligent Private Grids](https://www.trendhunter.com/trends/ara-core-powers) - [Compact Electric Family MPVs](https://www.trendhunter.com/trends/compact-electric-family-mpvs) All articles: [Eco](https://www.trendhunter.com/eco)