DEANNA MULICKA
Acme-Hardesty, Pennsylvania, USA

Abstract

Consumers have grown increasingly frustrated in recent years over the choice between natural skin care products or products that are proven effective. With consumers voicing concerns over ingredient safety, the call for “cleanical” skin care products has never been greater. Cleanical skincare is blurring the lines between clinically proven products with a focus on clean and sustainable ingredients. Functional naturals and “clean chemicals” combine to deliver the best of both worlds to consumers.

THE RISE OF CLEANICAL BEAUTY
The concept of “clean beauty” has been a driving force in the industry for over a decade now as consumers have become better informed and increasingly conscious of what they put on their bodies. Until recently, however, the choice for consumers has been between products that focus on natural ingredients or those that have been clinically proven effective. The Covid-19 pandemic has accelerated transformation in the industry as consumers now desire streamlined, and sustainable beauty routines centered around products that provide exceptional functionality.

SHIFTS IN CLEAN BEAUTY
While it was once a niche trend, clean beauty has gone mainstream in recent years. The idea of clean beauty centers around consumer desires for products highlighting natural ingredients that are sustainably sourced. The clean beauty trend serves to bring together the need for ingredient transparency, ethical sourcing and labor practices, and environmental responsibility (4). All of these culminate to bring products to market that consumers can feel good about using, and consumers responded. In fact, acco ...