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Is it a brand? A movement? An industry trend? It’s all of those things and more!

Get ready for the next industry trend, clean beauty.

Unfortunately our incredible industry, and the personal care industry is kind of (aka extreamly) unregulated—the last piece of regulation (one single paged document), was passed in 1938.

This has resulted in companies being free to do as they please, without government oversight.

This unregulation not only filters down to the product but the entire chain of the industry from packing products such as mascara, cleanser, shampoo etc, with toxic ingredients, including ingredients known as carcinogens and endocrine disruptors.

Clever marketing companies are using tactful adjectives when it comes to marketing to avoid this being obvious to the entrained eye and are “greenwashing” their products. Words such as natural, green and eco have no enforceable definition. In other words, what is displayed on the external packaging, in no way needs to match what is included on the ingredient label on the back.

The Clean Beauty movement has been, in a way, developed by the consumer damanding for a more transparent and honest outlook from product houses. Consumers are now actively educating themselves via the internet and seeking products which they describe as ‘clean’. comments that ‘Clean, for us, is quite intense. To name just a few (ingredients they exclude from their products): such as parabens, phthalates, PEGs, ethanolamines, chemical sunscreens, synthetic fragrance, BHT, BHA.”

Nail bars, product houses and day spas a-like are all jumping on board the clean beauty movement and offering this bespoke service to clients with a ‘no nasties’ approach to the entire treatment process.

What are your thoughts, fad or forever?