A PR PERSPECTIVE: IS THIS THE END FOR CLEAN BEAUTY?

STPR HOST NEW FRAGRANCE PRESS LAUNCH FOR MEMO PARIS AT SOMERSET HOUSE
February 22, 2023
COMMUNICATIONS VIEWPOINT: IS PREMIUM BEAUTY STILL GROWING DESPITE THE ECONOMIC LANDSCAPE?
February 23, 2023
STPR HOST NEW FRAGRANCE PRESS LAUNCH FOR MEMO PARIS AT SOMERSET HOUSE
February 22, 2023
COMMUNICATIONS VIEWPOINT: IS PREMIUM BEAUTY STILL GROWING DESPITE THE ECONOMIC LANDSCAPE?
February 23, 2023


The clean beauty movement has long been synonymous with “safe” products, those that are pure, non-toxic and kind to both people and the planet. Sales have absolutely exploded and the global market is estimated to reach $22bn by 2024 according to Statista Research. However, like so many things within the industry you only need to peel back the curtain ever so slightly to see that things are possibly not quite so ‘clean’. Aside from transparency issues over supply chains, manufacturing processes and accusations of so-called ‘green washing’ it’s definitely becoming apparent that change is in the air.

THE MISINFORMATION BUBBLE HAS BURST

Consumers are acutely aware that ‘clean’ beauty has always relied heavily on misinformation to promote its products. The tide is turning on fear mongering since way back thanks to a growing number of the scientific community and popular ‘skin-fluencers’ educating consumers & shedding clarity & transparency around this topic. Myths around the ‘toxicity’ of certain ingredients commonly used in cosmetics products and inconsistencies in these damned ingredients between brands have led consumers to the correct conclusion that ‘clean beauty’ isn’t entirely evidence-based or scientifically accurate.

THE ROLE OF SOCIAL MEDIA

Enter social media into this storm and you provide these beauty whistle-blowers with a platform to spread their knowledge and deepen the backlash against anything marketed as ‘clean’. Far from being a negative thing this only adds to the consumer’s ability to become better informed and escape the clutches of incredibly expensive marketing machines.

WHY DOES THIS MATTER TO YOU?

Unfortunately whilst this growing voice of discontent gets louder on the internet, it’s often smaller independent brands that are paying the price. So often you’ll see ‘clean’ beauty products marketed by small brands who don’t actually know the regulations and standard procedures very well. Understandably, they see a hugely growing market and think, hey if we switch out the ‘natural’ label on our packaging for ‘clean’ maybe we will make more sales?! Would-be consumers then come across these products, take one look at the ingredients list and then damage their reputation in the comments for trying to ‘greenwash’ or hoodwink the consumer.  Most of the time in this scenario the inaccuracies are unintentional so it’s important to recognise the change in favour so as not to be caught out.

Although there is a clear divide between those that are ‘for’ and those ‘against’ the need for regulation & safe ingredients within the beauty industry remains unchanged. There are some who say that ‘clean beauty’ has always been just a rebranding of ‘natural’ and will fade into the background shortly like a flash in the pan. The reality may not be so simple, but rest assured many believe this marks the beginning of the end for ‘clean’ beauty as we know it.