Clean Beauty
The trend towards a “Clean” beauty is the integration of concepts such as natural cosmetics, health, well-being, social responsibility, ethics and the environment.
Consumers are becoming more aware, better informed, and more concerned about the safety and effectiveness of the products or ingredients they are introducing into their body.
Clean beauty in principle is a holistic, rational approach to product development focused on the use of safe, effective, sustainable, ethnically produced and environmentally friendly ingredients. Using ingredients that are the best of science and nature with a focus on safety / performance and not on whether they are natural or synthetic.