In recent years, clean and sustainable beauty has become a top priority within the beauty industry. Consumers are becoming more conscious about the ingredients they put on their skin and the effect it has on the environment. As we kick off Earth Month, it’s only right to highlight a handful of brands that are leading the movement towards clean and sustainable beauty.
Clean beauty can be traced back to the early ’90s, but it has taken on a life of its own in recent years. According to market research company Research and Markets, the global clean beauty market was valued at $7.22 billion in 2022. By 2028, the market is expected to at least double in size, reaching $14.36 billion in value.
Beauty brand founder Tata Harper said in an interview this year with The New York Times that clean beauty is no longer a trend, but rather where the industry as a whole is headed. “Spreading that word is a necessary step in reducing the detrimental impacts of the beauty industry on the environment,” she added.
Though the term “clean beauty” has still yet to be officially defined, industry experts describe products that are considered “clean” as non-toxic, free of harmful ingredients and inclusive of the ingredients mentioned in their labeling. Using this guideline as a standard, the E.U. has banned more than 1,300 ingredients from use in cosmetics. In Canada, around 500 ingredients are banned from usage. Currently, the U.S. has only banned 11 ingredients from cosmetics.
Founders and retailers are capitalizing on consumers’ increasing demands for transparent beauty by creating a new wave of clean and sustainable beauty products. And we’ve rounded up a handful of brands that are at the forefront of this movement.
Briogeo is a hair-care brand that was founded by Nancy Twine in 2013. The brand prides itself on being free of the major toxic chemicals found in most hair-care products. In May 2022, Briogeo was acquired by beauty corporation Wella Company for an undisclosed amount. Under Wella, Briogeo will continue to develop “clean” products and expand the brand’s footprint to international markets.
Vintner’s Daughter, founded by April Gargiulo in 2013, infuses the brand’s core values of social and environmental responsibility into every product. Vintner’s Daughter has managed to maintain an impressive list of certifications, including Carbon Neutral, Platinum Green Certified and certified cruelty-free, which it received through the Leaping Bunny Program. Most recently, the brand also received its B-Corp Certification for its social and environmental performance. As part of Vintner’s Daughter’s 10th anniversary, it has released a new “category-defining” product, the Active Renewal Cleanser.
Grown Alchemist, a sustainable skin-care and body-care brand, has scientifically-innovative ingredients behind its success. The Australian brand was created by brothers Keston and Jeremy Muijs in 2008. In early April, the brand launched a skin renewal range consisting of three new products: Skin Renewal Serum, Skin Renewal Day Cream and Skin Renewal Mask.
Greek skin-care brand Korres is passionate about ensuring the brand prioritizes sustainability, from ingredients to packaging. Founded in 1996 by wife and husband duo Lena Philippou-Korres and Giorgos Korres, Korres is inspired by homeopathic remedies, ancient science and bioculture. Through its innovative work, Korres is also working to protect and sustain Greece’s unique flora and agriculture community.
Selfmade, founded by Stephanie Lee in 2020, is changing the beauty narrative by being unafraid to challenge the nuances of the clean beauty movement, from manufacturing to distribution. It bases its products on the pillars of emotional health and mental health. In addition, Selfmade uses recycled packaging and remains transparent about its sustainability efforts to consumers.
Kitsch, founded by Cassandra Thurswell in 2011, is known for its viral heatless curling set and for redefining the oftentimes complicated hair-care routine. It focuses on simple, high-quality products that are Leaping Bunny-certified, as well as sustainable packaging. Additionally, all of Kitsch’s bottleless shampoos and conditioners are made in the U.S. and play into its goal of reducing single-use plastic.
Hairstory, founded in 2015 by Eli Halliwell, understands the impact it has on the environment through its sheer existence, but it is still actively working toward becoming a cleaner, more sustainable brand. By choosing the least toxic ingredients, as well as 100% natural fragrances and organic ingredients, Hairstory is making significant strides toward its goal. A portion of every New Wash sale is donated to water-related conservation nonprofits.
Unicorn Glow, founded by John Lee in 2019, is a K-Beauty makeup brand known for its playful products and nature-derived ingredients. What sets it apart from many beauty brands is the fact that it is not only cruelty-free, but it’s also PETA-approved.
Consumers are becoming increasingly conscious about the ingredients they put on their skin and the effect it has on the environment. And as the future of clean beauty continues to evolve, many brands are adjusting their ingredients and products to accommodate the changes. From Briogeo to Unicorn Glow, these earth-conscious beauty recommendations are the latest worth shopping. Visit the Pop Shop to browse all products featured in Glossy Pop.
