Safety is paramount, 'Clean Beauty' has become a constant trend

The trends in the cosmetics industry are ever-changing, some are short-lived, and some are enduring. One of this long-standing trends is "Clean Beauty".

The so-called clean beauty is simply "safe cosmetics". In the past, it refers to cosmetics that maximized the elimination of harmful ingredients to the human body. Recently, it also includes the moral significance of no animal experiments or the use of fair trade raw materials.

Eco-friendly cosmetics that do not use plastic packaging materials, vegetarian cosmetics that do not use animal raw materials, and do not conduct animal experiments are also included in clean beauty.

Recently, with the emergence of various environmental related topics such as microplastics, fine particles, and global warming, "clean beauty" has become a stable trend.

The representative countries where cleaning and beauty are widely popular are the United States and France.

The US cosmetics store "Sephora" specially displayed the "Clean at Sephora" area, and the products sold here also received the "CLEAN AT SEPHORA" certification mark. In other words, consumers' demand for clean beauty is very clear and will actively meet this demand.

Due to the elimination of harmful ingredients and animal raw materials, the decline in sales of cosmetic products is also an obvious phenomenon in the US market.

In France, minimalism has become the latest trend, and even expanded to clean beauty.

Minimalism minimizes the types of cosmetics. Therefore, compared with the use of multiple products with only one function, the number of consumers who choose a product with multiple functions is increasing. As a result, there is a demand for "if you want to buy a good ethical product".

Coupled with the introduction of this year's "Prohibition of Waste Discharge Law", "clean beauty" is spreading rapidly. Compared with plastic container products, French consumers are more willing to buy solid soap or large-capacity products, and strive to reduce plastic waste. Cosmetics companies have also introduced replacement equipment systems to participate in these social actions.

In Korea, "Clean Beauty" is also a strong general trend. Although there is not an absolute majority of consumers pursuing "clean beauty", it generally constitutes a "concrete layer" that will not change. Because they have firm values of clean moral consumption, and firm consumption in accordance with such values.

It is important to ensure a large number of consumers, but it is also important to gain fans. Cleansing and beauty is a very good material. There are both special cleaning and beauty brands and existing brands or companies to launch related products.

On the contrary, some people expressed concern.

First, competition between brands is becoming increasingly fierce, and the number of consumers is limited. The proliferation of brands and products has added difficulties to enterprises. Because the market has developed in a high-quality and balanced manner, it cannot be won by relying solely on "good products", which is also a problem.

From the consumer's standpoint, it is not without difficulties. Most cleaning and beauty products have obtained various certifications related to organic, environmental protection, and animal-free experiments. Applying for certification requires a certain fee, but in the end these fees will all be passed on to consumers.

Only by finding an intersection that can represent the position of the enterprise and the position of the consumer can we become a strong player in the cleaning and beauty industry.

Differentiation is also very important. In the name of "cleaning and beauty", a moment of differentiation has been reached. It is necessary to study in depth how to further differentiate among cleansing and beauty brands.