The natural movement continues to shape the beauty and personal care industry due to perceptions of safety. Consumers are becoming more aware of the impact their demand for natural ingredients has on the planet and are seeking ways to reduce their carbon footprint, making it increasingly important for brands to have initiatives around fair trade and ethical sourcing. A surge of retailers and brands are adopting clean beauty standards, leading to a shift from natural to clean.
A recent study shows that 50% of consumers in the U.S. are currently seeking skin care products that claim to be all-natural or free of synthetic chemicals. By reading this Ebook you will understand the Clean Beauty trend and how it will affect the beauty industry.