The saying beauty is only skin-deep reminds us that it’s what’s on the inside that truly counts. Yet, we can all agree that our skin is still just as important. This is why the U.S. beauty industry is currently estimated at over 100 billion dollars and rising.
So it’s no wonder why the term clean beauty is plastered on a myriad of products in nearly every store. But what it is and what it isn’t remains up for debate. Let’s delve into what clean beauty is, what it means for your skin, and the world as a whole.
The Start: Trend to Takeover
The truth is no one knows when this beauty trend started. However, it’s speculated that the idea of clean beauty began during the 90’s when the clean-eating rush first began in California. But it wasn’t long after that, that beauty companies, like Aveda and Origins, saw the benefit of marketing products as natural and safe. However, it was Sephora that took it a step further and in 2018 launched a clean beauty movement.
Yet, the term clean beauty only became popular during the pandemic. With the world at a standstill, more and more Americans began to consider their health. Among those, the younger generation of Gen Z and even millennials started questioning what ingredients are in the products they use daily. From there social media did what it does best, and a trend began that became a multi-billion dollar beauty takeover.
The Concept: What It Is
So what is clean beauty supposed to be? In theory, it’s a beauty movement meant to make beauty products with toxic-free ingredients. Additionally, it’s meant to support sustainability by promoting products made from biodegradable packaging. From hair care to skincare to makeup, beauty brands market their products without ingredients that may be harmful to us and the planet. Sephora, for instance, states that products labeled as clean don’t have sulfates, parabens, and phthalates.
For those of you who don’t know science has connected these ingredients with various health concerns. Parabens have been found in breast cancer tissue samples while sulfates have been connected to possible reproductive birth defects. In addition to the concerns for our health, some ingredients can be bad for the planet by causing harm to fragile ecosystems and even causing water pollution.
The Reality
While the concept is admirable, the truth is clean beauty has no clear definition. Like many other trends in the beauty industry, there are no hard and fast standards for what clean beauty is or should be. Because of this, beauty brands can make up their definition of what ‘clean’ is. This means that from brand to brand clean doesn’t mean the same thing. It could mean no toxic ingredients or using more sustainable practices.
Despite its popularity, clean beauty, like everything else in the beauty industry, is shrouded in controversy. Some consider it nothing more than a marketing scam. Another way for beauty brands to charge a premium for their products without actually offering products of better quality. This is possible since marketing companies have learned how to say just enough without truly lying. A grey area of wordplay as it is.
Main Takeaways
At the end of the day, this beauty trend should offer consumers products that are better for them and the world. Yes, some brands might be laying it on a bit thick with their marketing, but let’s be honest, this isn’t news. So, what clean beauty is and isn’t doesn’t matter much. It’s more about what you want or don’t want in the products that you spend your hard-earned money on. As well as what environmental practices you endorse.
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