When you buy a beauty product, whether it's face or body care, make-up or hair, how important is the "cleanliness" of the formula and to its respect for the environment? "Clean beauty" (i.e. clean beauty in French) is increasingly sought after by women, especially French women, who are turning to organic, vegan (therefore cruelty-free), ethical or even natural formulas (with a shorter list of ingredients and excluding controversial ones). A survey conducted by Birchbox* reveals that 21% of women now have a 100% natural routine (compared to only 10% in 2017) and only 9% say they are insensitive to clean beauty. For one out of two converted women, the process began with food (organic or local). What drives you to get into it? First of all, women want products with a list of clean ingredients (for 48% of them), express a strong ecological awareness (for 40%), support the animal cause (for 31%) or... do for all these reasons (for 36%).
Until a few years ago, natural and organic products were often cataloged as "better for the planet but not top level formulation and too expensive". Today, that is no longer the case. Organic or natural care does not have to be ashamed with formulations and textures that are completely in tune with the times, comfortable and pleasant to apply, which meet all needs. Ditto for the hair where the formulas have evolved to offer effective products that we enjoy using. On the make-up side, the products are also of very good quality, well pigmented and offering a long-lasting result. Clearly, there is no longer any compromise to be made between products that are desirable and that are good for us and for the planet. And above all, organic/natural/vegan has become more democratic:the products are not necessarily more expensive than the others (there is everything:low prices such as products positioned as “luxury”). More and more brands are thus certified Cosmébio, Vegan, Cruelty Free or Ecocert, labels that women recognize and which, for 81% of them, trigger purchases. It is therefore no coincidence that clean beauty is strongly highlighted:on its Green Corner, Birchbox lists 90 beauty brands, while Printemps has decided to dedicate 125 m² to it with the Green Market (at Printemps de la Beauty, floor -1).
And you, are you a fan of clean beauty?
* in February 2019, with 751 French women.
