# Disruptive Clean Beauty Brands Polite Society Challenges the Idea That Clean Beauty is Boring By Laura McQuarrie | Published 2023-08-04 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/polite-society References: [cosmeticsbusiness](https://www.cosmeticsbusiness.com/news/article_page/Too_Faced_Cosmetics_founders_launch_incubator_Toy_Box_Brands/209835) & [politeasfck.politesociety](https://politeasfck.politesociety.com/) [Polite Society](https://www.trendhunter.com/trends/polite-society-1) is a new brand that's challenging the notion that clean beauty has to be boring or beige. The brand will soon be making its way to [Ulta](https://www.trendhunter.com/trends/polite-society-makeup) and its clean, cruelty-free products align with Ulta's Conscious Beauty standards. On "the PS NO List," the brand lists a handful of toxic ingredients that are always excluded from its formulas, such as parabens, talc, mineral oils and phthalates. On social media, the clean beauty brand is currently teasing its first drop for the end of August, stating that "Sometimes you just have to Go Flush Yourself." Polite Society is the second brand to launch from Toy Box Brands, the "world-class disruptive brand lab” from Jerrod Blandino and Jeremy Johnson, creators of [Too Faced Cosmetics](https://www.trendhunter.com/trends/fine-jewelry-cleaner). ## Trend Insights (Trend Hunter) - Score: 6.2/10 - Popularity: 78% | Activity: 90% | Freshness: 17% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - 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 ### Key Themes Behind This Trend - **Disruptive Clean Beauty Brands:** Polite Society challenges the notion that clean beauty has to be boring or beige. - **Cruelty-free Products:** Polite Society offers clean, cruelty-free products that align with Ulta's Conscious Beauty standards. - **Toxic-free Formulas:** Polite Society excludes toxic ingredients like parabens, talc, mineral oils, and phthalates from its formulas. ### Where This Applies - **Beauty and Personal Care:** Polite Society disrupts the beauty and personal care industry with its innovative approach to clean beauty. - **Retail:** Ulta, one of the largest beauty retailers, embraces the disruptive trend of partnering with clean beauty brands like Polite Society. - **Brand Development:** Toy Box Brands, the brand lab behind Polite Society, demonstrates the opportunity for disruptive brand development in the cosmetics industry. ## Related on Trend Hunter - [Versatile Vibrantly Packaged Cosmetics](https://www.trendhunter.com/trends/polite-society-1.md) - [Vegan-Friendly Talc-Free Cosmetics](https://www.trendhunter.com/trends/polite-society-makeup.md) - [Vibrantly Packaged Makeup Launches](https://www.trendhunter.com/trends/polite-society1.md) - [Clean Cosmetic Brand Partnerships](https://www.trendhunter.com/trends/society-brands.md) - [Minimalist Performance-Driven Skincare Brands](https://www.trendhunter.com/trends/beauty-market.md) - [Whimsical Hygiene Expansions](https://www.trendhunter.com/trends/clean-age-1.md) - [Truth-Forward Beauty Campaigns](https://www.trendhunter.com/trends/the-ordinary-x-uncommon.md) - [Affordable Luxury Cosmetics](https://www.trendhunter.com/trends/pretty-smart.md) - [Conscious Beauty Expansions](https://www.trendhunter.com/trends/delilah.md)