# Clean Personal Care Brands Refreshments is Cruelty-Free, Vegan, Fun and Expressive By Laura McQuarrie | Published 2021-01-21 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/clean-personal-care-brand References: [prnewswire](https://www.prnewswire.com/news-releases/ipsy-enters-personal-care-with-new-essentials-brand-refreshments-301212214.html) & [refreshments](http://www.refreshments.com/) Refreshments is the name of the new vegan, cruelty-free and clean personal care brand from [IPSY](https://www.trendhunter.com/trends/i-play-beauty-campaign) and it shares everything from hand and body creams to face wipes and razor kits. True to its name, the brand offers a perspective on personal care that's bold and vibrant, helping to infuse the category with products that are personality-packed and fun. As Sabeen Mian, SVP of Refreshments, describes, "Beauty and makeup have long been associated with self-expression and experimentation, while personal care has lagged far behind. With Refreshments, we wanted to inject [fun and personality into the bathroom](https://www.trendhunter.com/trends/personal-care-lines) with products that anyone and everyone can feel good about using." The expressive Refreshments collection is sold in bold packaging that's made with at least 30% post-consumer recycled plastic and the brand is committed to increasing this percentage even more in the future. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 55% | Activity: 25% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Gen Alpha - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Why This Trend Is Growing - **Clean Personal Care:** Opportunity to innovate by creating bold and expressive personal care products that are vegan, cruelty-free, and eco-friendly. - **Sustainable Packaging:** Opportunity to innovate by using more post-consumer recycled plastic in packaging for personal care products and increasing sustainability efforts. - **Inclusive Marketing:** Opportunity to innovate by featuring bold and diverse representation in marketing personal care products to appeal to a wider audience. ### Industries Being Reshaped - **Personal Care:** Opportunity for personal care brands to innovate by creating products that are vegan, eco-friendly, and marketed with bold and diverse representation to appeal to consumers looking for clean, fun and expressive products. - **Beauty:** Opportunity for beauty brands to expand into personal care by creating clean, vegan, and eco-friendly products with bold and diverse representation in packaging and marketing to appeal to consumers looking for fun and expressive products. - **Consumer Goods:** Opportunity for companies in the consumer goods industry to innovate and invest in new clean, vegan, and eco-friendly personal care products with bold and diverse representation to meet the growing consumer demand for sustainable and expressive products. ## Related on Trend Hunter - [Mood-Boosting Body Washes](https://www.trendhunter.com/trends/vegan-body-wash-collection.md) - [Fruit-Infused Bodycare](https://www.trendhunter.com/trends/ciroa.md) - [Empowerment-Committed Beauty Lines](https://www.trendhunter.com/trends/kindness-powered-skincare.md) - [Sensorial Personal Care Products](https://www.trendhunter.com/trends/osana-naturals.md) - [Replenishing Clean Bodycare](https://www.trendhunter.com/trends/innersense-body-care.md) - [Whimsical Hygiene Expansions](https://www.trendhunter.com/trends/clean-age-1.md) - [Premium Private Label Cosmetics](https://www.trendhunter.com/trends/real-root-by-sprouts.md) - [Refillable Plant-Powered Skincare](https://www.trendhunter.com/trends/folie.md) - [Reformulated Skincare Rebrands](https://www.trendhunter.com/trends/bath-body-works2.md)