Trending in Asia: Clean Beauty

What the consumer wants:

The clean beauty market, valued at $7.22 billion in 2022, is projected to reach $14.36 billion by 2028, with Asia Pacific leading the way. Factors driving this growth include rising disposable income, increasing population, and the influence of clean cosmetics on social media. The pandemic has also heightened skin health awareness, with 30% of global respondents spending more on skincare products. The pandemic has accelerated the movement towards clean beauty and environmentally friendly choices, spurring a significant shift towards greener purchases, with 83% of Chinese consumers (and 64% globally) preferring environmentally friendly products.

Sustainability has become a major trend in the beauty industry, with consumers becoming more aware of the health risks associated with certain chemicals. They are actively seeking out products free from harmful ingredients such as fragrances, parabens, and sulfates. Hygiene remains a priority and products that evoke a sense of cleanliness and freshness gain favor. Scents inspired by nature, such as forest or sea, are popular for their stress-reducing and calming effects.

Consumers are increasingly seeking a holistic approach to clean beauty, prioritizing products that are clean both in terms of ingredients and ethical production. They desire simplicity, authenticity, and multipurpose products with natural ingredients. There is a growing demand for safe, authentic, and trustworthy products due to an increase in the counterfeit market. Health and well-being play a crucial role in purchasing decisions, with consumers in countries like Japan and China emphasizing the importance of all-natural, green, and organic products.

Overall, mindful consumers in Asia are driving the demand for eco-friendly, sustainable, and clean beauty products that prioritize safety, health, hygiene, and environmental responsibility.

CLEAR Information & Communication is KEY

Conscious consumers are demanding transparency and honest communication from brands. Increasing awareness of harmful ingredients and their impact on both personal health and the environment has driven the growth of the skincare market. Consumers are actively seeking natural, organic, and sustainable products, focusing on recyclable packaging and reduced carbon emissions.

With the rise of social media and digital platforms, consumers are more informed and empowered than ever before. When it comes to purchasing decisions, consumers are no longer limited to relying solely on traditional advertising or sales pitches. Instead, they have the power to research and explore product benefits and characteristics independently. Consumer access to information has revolutionized the way individuals make purchasing decisions, particularly in the cosmetic industry. By exploring benefits and characteristics independently, consumers can make informed choices that align with their needs and preferences. Thorough research, evaluation of safety and technology, leveraging online communities, and ensuring value and satisfaction contribute to empowered consumer decision-making. As information continues to be readily accessible, consumers are poised to make more informed choices, leading to increased satisfaction and driving the demand for high-quality products in the market.

In the highly competitive beauty industry, information and communication serve as powerful tools for selling beauty products. By prioritizing transparent and reliable information, highlighting product differentiators, educating consumers, leveraging digital platforms, and harnessing the influence of influencers, brands can effectively engage with potential customers, build trust, and drive sales. Recognizing the significance of these strategies and adapting to the evolving consumer landscape is key to success in the dynamic world of beauty product sales.

Clean beauty is not only about physical well-being but also mental health, as consumers seek products that create a sense of ritual and inner calm. The influence of visuals and commercial settings throughout a brand’s identity is crucial to root their loyalty to one’s products.

Clean BEAUTY ‘Buzzwords’

NATURAL Ingredients

Beauty products with this label are often botanically sourced, without chemically created ingredients. Made from natural ingredients with natural resources. May contain a percentage of plant-derived ingredients

Biodynamic

A caring, holistic, and ecological approach to farming that produces original botanical materials that have been handled in tune with the rhythms of nature. The idea is that healthy soil, sustainable planting, and a connection with nature’s cycles will yield the best crops. 

Organic

Having little to no contaminants. Ingredients are grown, harvested, and manufactured without herbicides, pesticides, growth hormones, etc. 

SUSTAINABLE /Sustainable packaging

Products are eco-friendly and manufactured using ethically sourced ingredients. This sustainability extends to the formulations, production, supply chains, and packaging. There are no international standards, but products with labels like Fair Trade have sourced their ingredients and practices ethically.

ECOCERT AND B CORP CERTIFICATION

B Corp certification means that the brand meets a high level of transparency, and meets both social and environmental standards.It is certifying companies that adhere to specific corporate standards in categories such as organic agriculture and impact on workers.

Blue Beauty

Started by Jeannie Jarnot, it involves moving beyond green beauty products to environment-protecting products.

CRUELTY-FREE

Products are not tested on animals. One indication of this is the Leaping Bunny label, which is the world’s leading authority in animal rights.

Green

Products made to be less harmful or more sensitive to the environment. 

Hypoallergenic

Made without ingredients that are likely to cause allergic reactions in vulnerable people. This label doesn’t guarantee that products are necessarily allergy-proof gentler on the skin or made with natural ingredients.

Vegan

Products made without animal ingredients or animal-derived ingredients. 

Non-Comedogenic

Any product which helps you to avoid skin pore blockages and thus, the acne that comes along with it.

It may not surprise you to learn that the FDA doesn’t regulate this term and once again, companies are free to make whatever claims they like regarding “non-comedogenic” properties their products may or may not have.

“FREE FROM”

Made without toxic ingredients that harm the body or irritate the skin. They can reach ingredients such as:

Palm Oil - Parabens- Phthalates - ALCOHOL - ALUMINUM - PETROLATUM - SODIUM LAURETH (LAURYL) SULPHATE - BHT - Methyl Cellosolve -

Paraffin

Palm Oil - Parabens- Phthalates - ALCOHOL - ALUMINUM - PETROLATUM - SODIUM LAURETH (LAURYL) SULPHATE - BHT - Methyl Cellosolve - Paraffin

Chemical-Free

Let’s be clear about this, there’s no such thing as chemical-free, literally, everything on the planet today is made out of chemicals. However, in clean beauty, the term chemical-free may simply refer to products that don’t contain any toxic chemicals.