# Clean Oat Milk Skincare e.l.f. Cosmetics' Pure Skin Collection is Dermatologist-Developed By Laura McQuarrie | Published 2022-01-26 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/elf-cosmetics-pure-skin References: [businesswire](https://www.businesswire.com/news/home/20220125005468/en) & [elfcosmetics](https://www.elfcosmetics.com/) The e.l.f. [Cosmetics'](https://www.trendhunter.com/trends/mighty-shield) Pure Skin collection makes [clean beauty accessible](https://www.trendhunter.com/trends/skinformed-skincare) to all with products that are dermatologist-developed, free from fragrance, vegan and cruelty-free. The range includes a cleanser, toner and moisturizer with ingredients like oat milk, allantoin, aloe juice, ceramides and brightening niacinamide. This [three-step skincare system](https://www.trendhunter.com/trends/erly) nourishes and delivers extraordinary value to those who are looking for clean and simple solutions. All e.l.f. Cosmetics products (cosmetics and skincare) is committed to clean beauty as every formula adheres to European Union Cosmetics Regulation (EUCR) and FDA requirements. There are now over 1,600 ingredients that e.l.f. does not use in its non-toxic, vegan and cruelty-free products. This extensive list excludes parabens, phthalates, formaldehyde and many other preservatives that have been found to be detrimental to health. ## Trend Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 36% | Activity: 69% | Freshness: 11% - Audience gender: 10% men, 90% women - Primary generations: Gen Z - 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 Skincare:** The trend of clean skincare, using natural, non-toxic ingredients, is growing as more consumers seek to eliminate harmful chemicals from their beauty routines. - **Oat Milk Beauty:** The increasing popularity of oat milk in the food industry has inspired its use in skincare, offering potential for oat milk beauty products to disrupt the traditional skincare market. - **Fragrance-free Products:** Fragrance-free products are becoming more popular as consumers become more aware of the potential for skin irritation caused by artificial fragrances, creating an opportunity for disruptive innovation in the fragrance-free product industry. ### Industries Being Reshaped - **Clean Beauty:** The clean beauty industry is likely to see growth as more companies, like e.l.f Cosmetics, develop and market products that adhere to non-toxic, natural ingredient standards. - **Vegan Beauty:** The vegan beauty industry is primed for innovation as more consumers seek to align their values with their beauty habits and companies respond by providing more vegan and cruelty-free options. - **Skincare:** The skincare industry is constantly evolving as new ingredients and technologies are introduced, making it an area ripe for innovative disruption, such as the use of oat milk in skincare products. ## Related on Trend Hunter - [Oatmeal-Powered Cleansing Milks](https://www.trendhunter.com/trends/oatmeal-cleansing-milk.md) - [Cruelty-Free Pimple Patches](https://www.trendhunter.com/trends/blemish-breakthrough.md) - [Cruelty-Free Gel Moisturizers](https://www.trendhunter.com/trends/holy-hydration.md) - [Luxurious High-Performance Skincare](https://www.trendhunter.com/trends/eol-skincare.md) - [Milky Vegan Cleansers](https://www.trendhunter.com/trends/isntree-yam-root.md) - [Plant-Based Clear Skincare Collections](https://www.trendhunter.com/trends/clear-skin-collection.md) - [Milky Lightweight Moisturizers](https://www.trendhunter.com/trends/the-base-face-milk.md) - [Accessible Nourishing Skincare](https://www.trendhunter.com/trends/best-skincare.md) - [Ethical Skin-Nourishing Cosmetics](https://www.trendhunter.com/trends/beauty-kitchen-pure-collection.md)