Clean by Design – A New Formulation Trend Concept from Univar Solutions

Beauty is in constant evolution. Clean beauty, however, goes well beyond that, which is why we are now conducting research to define it. What is clear is that clean beauty is far more than a marketing tactic—it is becoming an industry standard, much like a brand's inclusivity and authenticity. We create the world we want to live in through the choices we make about how we spend our money and how we organize our lives. Luxury, efficacy, and clean beauty are three important building blocks for modern cosmetic brands. Successful brands do things differently—they have a multifaceted approach and behave more like a lifestyle that goes beyond mere beauty. Today's consumer is health and environmentally conscious, self-educating through podcasts, social media, apps, influencers, and a range of other moving content streams, meaning they make considered choices when it comes to beauty and lifestyle brands.

According to the Global Wellness Economy Monitor report, the global wellness industry reached a value of USD 4.2 trillion in 2019.

Wellness is a holistic approach that unites the mind, body, and spirit, and this focus on the body is driving demand for natural and clean beauty. Dermatologists report the phenomenon of sensitized skin caused by rising pollution, stress, and digital aggression. The Environmental Working Group (EWG) in the US reports that women are now exposed to an average of 126 chemicals daily from cosmetics, food, cleaning supplies, and environmental pollution. For consumers, skin sensitivity is a new concern around aging prevention, leading to a shift toward skincare with natural and trustworthy ingredients. In cosmetics, you will find claims such as sustainable, vegan, natural, or organic that reflect how rapidly clean beauty is gaining momentum and revenue. The rise of retailers adopting a "clean" beauty ethos demonstrates how consumers are shopping and embracing this category. Some of these retailers are serving as leaders in beauty education, and their evolution from natural to clean is driving some consumers to choose products they perceive as not just natural but "clean." Consumers are increasingly concerned with sustainability and expect brands to be environmentally friendly, creating opportunities for brands to emphasize sustainable production methods and eco-friendly packaging (Source: Mintel). According to Soil Association, sales of certified organic and natural beauty products are estimated at £86.5 million. While consumers spend more on natural and organic personal care products than on clean products, the rise of retailers adopting "clean" standards is also increasing.

Clean Beauty is about ingredient safety regarding resource use from synthetic or natural sources and encourages brands to seek the latest innovation in ingredients with low environmental impact.

As with natural products, there is no regulation for clean beauty, and industry experts have yet to agree clearly on its definition. However, as ingredient scrutiny increases, so does the share of informed consumers, who demand that brands be ethical and environmentally responsible. 67% of consumers in the UK say they would stop using brands with unethical practices (Source: Mintel). Lifestyle claims such as vegan are even going into cosmetics, increasing by 23% compared to recent years (Source: Mintel). Natural will no longer be enough in 2020; as consumers continue to examine what they put on their skin, zero-irritant ingredients will become the new standard of natural beauty" (Source: Mintel). Some brands have gone as far as opening clean beauty or natural branches in their flagship stores. For example, Naturalia, a health food store chain in France, recently opened Naturalia Origines, a 100% organic beauty and healthy lifestyle store. Carrefour opened its first source store in the heart of the Marais district (Paris), offering a selection of 170 brands, all screened by the scientific team behind the clean beauty practice. Controversial cosmetic products and other allergens were identified and added to a list of 75 common but controversial ingredients such as parabens and aluminum. All products containing these materials have been banned from the retailer's shelves.

Online beauty shopping trends are rising, and consumers are now shopping for cosmetic products online. Studies show that 74% of consumers in the UK, Italy, and France have shopped online in the last twelve months.

Lipstick is the most popular category after masks, particularly those focused on sensitive skin and non-damaging claims (Source: Cosmetics Design). According to Mintel, 30% of consumers in France and Germany research ingredients online before deciding to purchase cosmetic products. Safety is now a key driving force in the natural and clean beauty movement. It will only intensify in cases where regulations do not ensure product safety across all markets. As consumers become more aware of ingredients, the "INCI" list on BPC products is read like a recipe by the most discerning cosmetic customers, and all seek to find ones they believe are safe. With 42% of consumers willing to pay more for natural or organic products, this trend shows no sign of slowing, making it one of the most discussed shopping behaviors (Source: Lightspeed / Mintel report). As the clean beauty movement evolves and continues to evolve, ingredient innovation will continue to shape future product demands and performance. Each brand is defining clean beauty versions that combine various characteristics specific to their definitions. Clean is now another beauty word, and clean beauty remains open to interpretation. #cleanbeauty is rising rapidly on social media and its importance is growing.

Although natural beauty receives more social media mentions than clean beauty, the increase in #cleanbeauty compared to the previous year is astronomical compared to increases in #naturalbeauty.

The natural movement continues to shape the BPC industry due to safety perceptions. However, retailers and brands are adopting clean beauty standards that are leading the transition from natural beauty to cleanliness. Additionally, consumers are increasingly aware of the impact of their demand for natural ingredients on the planet and are looking for ways to reduce their carbon footprint. Univar Solutions is developing the Design by Clean Beauty concept to inspire our customers and help them navigate the Clean Beauty space. We have established a set of Clean Beauty principles to guide sustainable formulations and ingredient selection while delivering the extraordinary textures and performance of beauty products that consumers love.

Our ingredient selections in Clean by Design not only have low impact on the environment but also include the latest ingredient innovations to help create a pleasant texture.

The rise of refillable and reusable packaging across consumer categories is also driving innovation in the beauty and personal care sector as consumers seek to reduce waste. Consumers are reviewing their own behaviors to prevent single-use plastic pollution. Brands can elevate themselves with environmentally conscious consumers by offering effortless solutions. (Source: Mintel) Our Clean by Design concept focuses on using recyclable packaging derived from natural biopolymers, aluminum tubes, and glass bottles and jars, which can be recycled infinitely without loss of purity or quality. Even the bag is made from recycled fabrics: Ecclo Upcycled fabrics #responsiblebeauty We have developed twelve inspiring formulas containing hair cleansing, sun care, and makeup products.

Formula:

Free From Everything Sunscreen SPF 30: Created for the environmentally conscious consumer who does not want to compromise on performance. This 100% mineral UV filter, broad-spectrum protective sunscreen is a perfect example of a good balance between natural and synthetic ingredients. The efficiency of zinc oxide is optimized with high-performance SPF boosters and botanical emollients that provide skin nourishment. Natural functional ingredients provide a rich and creamy texture while contributing to a fresh and pleasant application. Our hero materials are presented below to achieve the desired performance and texture. SunSpheres™ PGL Polymer: An SPF booster that works with broad-spectrum organic and inorganic UV filters while maintaining waterproofing properties. SPF of 11 to 16 is achieved per 1% by solid matter. SOLTEX™ INO Polymer: SPF booster for inorganic UV filters. Increases transparency and product aesthetics by reducing the levels of inorganic UV filters needed to provide protection levels. Reduces agglomeration by improving particle and pigment dispersion. FiberDesign™ Sensation: A texture enhancer and emulsion stabilizer for cosmetics based on citrus peel fibers from pectin byproducts (zero-waste beauty). Biodegradable and 100% naturally derived (according to ISO 16128). Poly Suga®Quat S-1210P: A naturally derived polyquaternium extracted from renewable sources. Can provide moisturizing and re-oiling benefits to the skin. Very mild. 97% naturally derived (according to ISO 16128). Olivem® 900: Improves the dispersion of inorganic UV powder filters in sun care formulations and increases water resistance. Cosmos approved. Sensolene®: An emollient with an excellent sensory profile. Repairs the skin barrier and prevents water loss. Gives the product softness and spreadability. Elevance Soft CG-100: A plant-based alternative emollient with an elegant sensory feel, high moisturization, and spreadability. 100% bio-based and renewable. As with natural products, there is no regulation concerning clean beauty, and industry experts have yet to agree specifically on its definition. Clean beauty is open to interpretation and each company and brand does it differently. However, clean beauty is becoming clean for you, clean for the planet, and safe for everything first, so as the clean beauty movement evolves and continues to evolve, materials and formulation innovation will continue to shape the future. To explore our complete Clean by Design campaign, visit our website and contact us to start a conversation about your next innovation.