.png)
Conscious beauty is an emerging practice within the cosmetic space that places greater emphasis on the sustainability of a company and what it does to promote eco-friendly and ethical business practices, rather than its label or quick and easy-to-use ingredients.
What we know:
The clean beauty market is projected to increase up to $22 billion by 2024 (Statista, 2023), with skincare, haircare and cosmetics being the largest shareholders in the market. The global market value for natural cosmetics and skincare is expected to increase to roughly 59 billion dollars by 2031 (Statista, 2022).
Consumer attitudes reflect market changes, with 43 percent of US millennials preferring natural skincare alternatives, and 55% of Gen Z respondents from the UK considering themselves ethical or sustainable consumers (Statista, 2023).
Natural formulations help better nourish and feed the beneficial bacteria of the skin’s microbiome. E.g. Lactobacillus probiotics that secrete chemicals to prevent infection and inflammation, vitamin C that promotes a slightly acidic environment favoured by the skin’s microbiota, and ceramides that act as a food source for the microbes to promote skin health and vitality (Delanghe et al., 2021).
Industry impact & potential:
Companies that have embraced this philosophy of natural, organic and conscious beauty include: Neutrogena, Natura, and Dove, seen as the most sustainable beauty brand by the majority of Gen Z’s from Germany (51%), Brazil (70%), and the U.S. (54%), respectively. These brands emphasise ingredient transparency, cruelty free testing, reducing waste, and responsible sourcing of ingredients, actions that are favoured by a large proportion of the green consumer market.
Our Solution:
77% of consumers state they would avoid buying products from brands found to be greenwashing or attempting to hide unsustainable business practices, highlighting the importance of honesty and transparency with consumers. (NIQ, 2023).
Lack of ingredient transparency can negatively affect the skin by causing allergies and contact dermatitis, or even dysbiosis of the skin’s microbiome to trigger other conditions such as atopic dermatitis (eczema) and acne (Tran et al., 2022; Huang et al., 2023; Slomski 2022; Daniells 2023).
Sequential has partnered with dozens of key players in the cosmetic market to help them deliver the high-quality products they promise their consumers.
Our novel invivo microbiome testing platform, combined with our comprehensive microbiome database, is able to independently test and certify the quality of your product, making sure it meets consumer needs and expectations for skin health.
We also offer a variety of personalised solutions to target areas of priority for your formulation, so you can make the most of your clean and natural brand.
References:
Daniells, Stephen. "Lactobio Q&A: ‘Products that focus on the skin microbiome could revolutionize the way we approach skin care’." Global Food, 2 Oct. 2023, p. NA. Gale OneFile: Health and Medicine, link.gale.com/apps/doc/A767533026/HRCA?u=anon~82f03388&sid=googleScholar&xid=6d46450c. Accessed 2 Aug. 2024.
Delanghe L, Spacova I, Van Malderen J, Oerlemans E, Claes I, Lebeer S. The role of lactobacilli in inhibiting skin pathogens. Biochem Soc Trans. 2021 Apr 30;49(2):617-627. doi: 10.1042/BST20200329. PMID: 33704415.
Huang, C., Zhuo, F., Han, B. et al. The updates and implications of cutaneous microbiota in acne. Cell Biosci 13, 113 (2023). https://doi.org/10.1186/s13578-023-01072-w
NIQ. (2023). Consumer behavior and greenwashing. NielsenIQ. Retrieved from https://nielseniq.com/global/en/insights/2023/consumer-behavior-and-greenwashing/
Slomski A. Postantibiotic Microbiome Therapeutic Reduces C difficile Recurrence. JAMA. 2022;327(12):1118. doi:10.1001/jama.2022.3753
Statista. (2022). Global market value for natural cosmetics and skincare from 2018 to 2031. Retrieved from https://www.statista.com/statistics/946788/natural-cosmetics-global-market-value/
Statista. (2023). Clean beauty market size worldwide in 2020 and 2024. Retrieved from https://www.statista.com/statistics/1095688/global-clean-beauty-market-size/
Tran J. M., Comstock J. R., Reeder M. J. (2022). Natural is not always better: The prevalence of allergenic ingredients in “clean” beauty products. Dermatitis, 33(3), 215–219. https://doi.org/10.1097/der.0000000000000863
Comentarios