![]() The category is growing at a faster rate than last year. In the past 12 months, so-called natural brands like Tata Harper and Jessica Alba’s Honest Company products have made up about a quarter of all higher-end skin care sales, according to the NPD Group. But now sleek new brands positioning themselves as “cleaner” alternatives to the mainstream are exploding.ĭaniela Ciocan - the marketing director at Cosmoprof North America, an entity that hosts a large expo where brands can display their wares in hopes of landing retail placement - says that thanks to retailer and customer demand, this year the organization doubled the amount of space it dedicated to new “clean” brands at the 2017 convention. It was a very specific niche and not taken seriously by the beauty industry. Natural products used to be sold primarily in health food stores and farmers markets with labels decorated with pictures of leaves. It’s going to fundamentally change how brands talk about beauty and how we as consumers shop for it. And the traditional big beauty conglomerates are scared enough of the clean beauty backlash that even they are actively seeking more oversight. For the most part, beauty companies regulate themselves.īut now cosmetics industry regulatory legislation that languished for years is closer than ever to becoming law. The Food and Drug Administration, contrary to what some people assume, only has minimal oversight of the beauty industry. But cosmetics regulation laws in this country haven’t been meaningfully updated since 1938. As scary-sounding reports about ingredients made the rounds over the years, consumers demanded answers. ![]() The backlash against traditional beauty companies - and the rise of “clean” ones - might have been inevitable. Consumers have become afraid of chemicals and started looking for products they think would be “natural” or “safer.” Gwyneth Paltrow and Jimmy Fallon eat some Goop moisturizer on The Tonight Show in 2016. Then the hair care company Wen settled a $26 million class-action case because one of its products was allegedly making people’s hair fall out. Then there have been some high-profile lawsuits like the Johnson & Johnson ovarian cancer talc cases, in which juries have awarded multimillion-dollar settlements to people who claimed using baby powder for years caused their cancer. These companies are responding to legitimate concerns about certain chemicals, like BPA and phthalates. ![]() Use these safer ones instead.” It’s a complicated claim and pretty hard to prove conclusively, but it’s a message that has caused radical upheaval in the cosmetics industry. Many new brands and retailers are basically saying, “Your regular beauty products contain all sorts of dangerous stuff. Over the past few years, a parallel beauty industry has exploded alongside the traditional one. ![]() ![]() But she’s far from alone in her skepticism toward conventional makeup and skin care. Paltrow often peddles questionable science and theories. She and host Jimmy Fallon dipped McDonald’s french fries into a pot of her moisturizer and ate it, presumably to show how pure it was. “The idea that you’re exercising and trying to eat well and then slathering yourself with chemicals, parabens, and silicones - it’s not great.” A few months later, she went on The Tonight Show to promote the line. When Gwyneth Paltrow launched Goop by Juice Beauty in 2016, she told Vogue how vital it was that her line of beauty products - including a face cleanser, eye cream, and moisturizer - was all-natural. ![]()
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