Is this the end of the 'clean' beauty boom?


Consumer awareness surrounding ‘clean beauty’ is creating a culture war within the cosmetics industry, as Sonia Sharma finds out

From Deciem to Sam Farmer, more brands are speaking out against 'clean' beauty

From Deciem to Sam Farmer, more brands are speaking out against 'clean' beauty

On the surface, ‘clean beauty’ represents safety, purity, and non-toxicity. Its popularity is reflected in sales with the global market estimated to reach US$22bn by 2024, according to Statista Research.

Aside from the transparency and honesty of ‘clean beauty’, it also crosses over into many other areas, such as sustainability credentials.

However, if you scratch beneath the ‘clean beauty’ surface it becomes apparent that the industry is experiencing a shift in thinking.

In an interview with American business new channel CNBC Television earlier this year, Sue Nabi, the CEO of Coty, discussed the company's plans for CoverGirl, Rimmel, and Maxfactor in relation to its ‘clean’ product lines.

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“Coty as a company is going to lead the clean beauty revolution in mass distribution be it with CoverGirl, or Rimmel with the ‘kind and free’ line which has just been launched in Europe," the industry leader said during the February interview.


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