Podcast 175: Evolve or Die – What’s the future of clean beauty?

Clean beauty has been a hotly debated topic for years and whether you are a Gen-X, Millennial or Gen-Z beauty consumer, it’s important to be aware of vague terminology in the skincare and cosmetic industry. Clean beauty has been espoused for almost three decades and in that time there has been no further clarity on what clean really means.

Initially tied to the Southern Californian wellness movement of the early ’90s, the broad interpretation of clean has only become wider and more confusing. Not all brand claims are created equal, however, and there is a new beauty movement afoot that is challenging clean. Strictly speaking, “clean beauty” remains a marketing term. It would require evidence-based proof to substantiate the claims some beauty brands use it for.

In this episode, Formula Botanica CEO and podcast host Lorraine Dallmeier is joined by colleague School Education Manager Ana Green to discuss the term clean beauty and the debate surrounding it. Along the way, they explain why Formula Botanica is positioned as the leading online organic formulation school – rather than natural or any other term to describe it.

Will clean beauty fade or forge ahead? Listen in for an episode that focuses on the importance of clarity and authenticity in today’s beauty landscape, and make up your mind on where clean stands today.

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Is clean beauty evolving or disappearing and what is fuelling the current debate about it? @FormulaBotanica podcast discusses the evolution of clean and what it really means. #cleanbeauty #cleanwashing #greenwashing Click To Tweet

In this episode on the future of clean beauty, you will hear:

• Due to the lack of clearly-defined parameters, regulations and usage, the term “clean beauty” is fraught with misinterpretation by beauty insiders, brands and consumers alike.
• From its inception, Formula Botanica adopted its own ethos to define its version of clean. Focusing on positives rather than negatives, Formula Botanica concentrates on benefits of the organic ingredients and the beauty of the botanicals within our formulations, rather than focusing on and pointing out what is not in our cosmetics.
• Some people feel that clean beauty is disappearing and indeed, we find that consumers today are taking a closer look at what clean represents. Add to that a number of highly-publicised legal suits, product recalls and rabid chatter on social media relating to the misuse of various beauty industry terms, and you can see why the public is starting to question the authenticity of clean too.
• Drawing even more attention to clean beauty are the so-called skintellectuals. These well-educated, savvy Gen-Z beauty consumers are motivated by science and look for evidence-backed skincare and cosmetics. They are attracted to companies with shared values, strong brand culture, and ethical manufacturing processes.

Key takeouts include:

• Clean beauty is here to stay. Even though clean has many critics and has suffered significant backlash in the past decade, there are no signs the movement is slowing down. When consumers are asked if they have an interest in clean beauty, the majority say yes.
• Rather than disappearing, clean beauty is evolving. As a new, younger, knowledge-hungry generation fuels the discourse with its value-driven attitudes, interest in product science, brand culture and ethical purchasing behaviour, clean beauty is still viewed favourably.
• The term clean beauty is still considered to be the beauty marketing Wild West – that is, a marketing term with no clear definition, no regulation and open to wide interpretation. Consumers need to be aware of inauthentic brand claims and the discrepancies among brands’ usage of the term.
• Formula Botanica defines its own approach to clean beauty in four, clear points: products that are good for us; beauty business practices that are ethical and transparent; products that are good for the planet; and products that are hygienic and safe.

If you want to hear more about some of the topics we covered, please do delve back into the podcast archives. Go and listen to:

Episode 8: Why 100% Natural Claims Could Get You Into Trouble
Episode 44: What Is Clean Beauty? A Redefinition
Episode 53: Why Safe Beauty Is The Latest Industry Buzzword You Should Ignore

Thank you for joining us for this episode of the Formula Botanica Green Beauty Conversations podcast. If you enjoyed listening, please share, subscribe and review this episode on iTunes, Spotify or Youtube so that more people can enjoy the show. Don’t forget to follow and connect with us on Facebook, Twitter and Instagram.

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Lorraine Dallmeier is a Biologist, Chartered Environmentalist and the CEO of Formula Botanica, the award-winning online organic cosmetic science school. Read more about Lorraine and the Formula Botanica Team.