Trends in the cosmetics industry have been evolving from ‘green’ to ‘clean’ to ‘conscious’ beauty. All this poses new challenges for cosmetics brands. The global pandemic has raised the bar when it comes to skin health and effective skincare standards.
In the cosmetics industry, we are used to seeing one trend give way to the next. However, the sustainability and naturalness trend is proving persistent, and has even grown over the recent years out of its niche to become a megatrend that is here to stay. The conscious selection of raw materials in consideration of environmental and ethical criteria is becoming increasingly important even for manufacturers of conventional cosmetics.
Korean (K-Beauty), German (G-Beauty), and Australian brands have been all the rage in the U.S. in recent years. Consumers see them as reliable, compatible with the skin, and safe (or at least safer than others). They could even be the reason behind a trend that is already well established in the U.S. but has also been gaining popularity in Germany over the last year: Clean Beauty.