With the rapid advancements and innovations, there is a wave of changing trends in almost every industry. The beauty industry too holds no exception. With the increasing consciousness and growing awareness about all the things around, people are on clear terms with their needs and wants. Amid this revolution, the clean beauty movement has taken it onto a whole new level.
Consumers around the world are demanding insights as to what goes behind the creation of everything- the clothes that they wear, the food that they eat, the products they put on their skin, etc. and why? This is to ensure what they are buying is safe. The age of digitization is not only educating them but also making them aware of what is suitable for them and what is not.
THE CONCEPT OF CLEAN BEAUTY
Like there’s no concrete definition of beauty, there is no one fixed definition of clean beauty. It means different things to different people. In simple words, clean beauty is anything that isn’t toxic. Clean products are free from- Sulphates, parabens, fragrances and toxins. The products are also transparent in terms of labelling and showing the constitution of ingredients, unlike regular brands.
WHAT IS PRODUCT TRANSPARENCY?
It refers to disclosing detailed information about products and services which is vital to the knowledge of the businesses, consumers and suppliers. The labels show what the products contain, production process and the source of ingredients. The other information included is – the country of origin, certifications, environmental impact, etc.
THE THREE TRANSPARENCY TRENDS:
1. INGREDIENT TRANSPARENCY
Ingredient transparency refers to the complete disclosure of all the ingredients in the product along with its quantity and proportion. It means- no more secrets with your customer!
Earlier, while some brands didn’t consider it necessary to disclose all the ingredients, some hid it intentionally to avoid any litigation. However, with changing time and the pool of information being available to the customers makes ingredient transparency mandatory. The beauty experts and beauty bloggers play a crucial role in spreading awareness regarding the usage of harmful ingredients in different products.
Ingredient transparency has compelled the cosmetic companies to switch to the production of safe and effective beauty products.
2. COMPOSITION TRANSPARENCY
It’s the 21st century, and now beauty and technology go hand in hand. Brands are now coming up with rapid innovations to come up with unique formulations keeping their key focus on producing renewable, sustainable and cruelty-free products. The rising environmental concerns are also playing a crucial role as there is an emphasis on eliminating toxic materials from the market that have the potential to cause environmental depletion.
3. SUPPLIER SOURCING AND ETHICAL LABELS
Good labelling can make or break the sale. Unlike before, adherence to ethics and certifications is a must. We have all grown up using cosmetics without caring about what goes in them. No wonder why we’ve had such bad experiences with certain products.
Disclosing ingredient sourcing is not something companies did earlier. However, a few brands have now taken the initiative to reveal the supplier source to be as honest as they can with their clients. The proper disclosure helps the customers and especially conscious shoppers to get the information and build their trust levels with the brand.
Product transparency is not only making the users aware of the products but is also imbibing a deep sense of trust and brand loyalty in them. The producers are becoming vigilant as not to use such ingredients that may harm the consumers and can also damage their reputation in the long run. There is a growing inclination towards safe or less harming alternatives to various products. While many startups are tapping into the market with innovative clean products, the existing ones are gradually switching to it.
Indian Brands that emphasize on clean beauty-
- Minimalist– Minimalist is a fairly new brand that has already started to win the hearts of young women. The products as the name suggest- comes in a very simplistic yet classy packaging. The company discloses the composition of the products with the supplier name, which not many brands do. The products are free from any harmful chemicals, toxins, sulphates, parabens or fragrances and, are meant to suit every skin type. The best part is that the consumer gets all of these benefits at a very pocket-friendly price.
2. Kama Ayurveda– Kama Ayurveda is based on natural and clean beauty formulations and is known to give an ayurvedic luxe experience. Even though the products are meant for people looking for high-end products, people often say that the products are worth every penny. The products are free from any harmful chemicals and are cruelty-free. These are also certified from governmental associations which make the brand extremely trust-worthy.
In the past, the customers have made purchases solely on price, convenience or taste. However, the tables have turned now. There is a vast difference that the transparency trend has brought with it. The adherence to the transparency standards keeps all the PR and legal troubles at bay and gives the companies a competitive edge. Moreover, it paves the way for market dominance with being authentic and winning the trust of the consumers.
While sustainability is a need of the hour, trust, and accountability along with accessibility are the key factors in the paramount success of any company.
Product transparency is not just another passing trend. It is here to stay for a long, long time and flourish!
- Three Transparency Trends That Are Driving The Beauty Industry - October 4, 2020