Influenced by a rise in conscious consumerism, the once-niche clean beauty movement has been propelled into the mainstream, with prominent names jumping on the trend.

But what are the standards of clean beauty really, and are they as pure as brands claim?

We weigh in on the clean beauty collective and try to get to the bottom of this complicated trend.

What is a clean beauty brand?

Clean beauty is an umbrella term that refers to cosmetics, skincare, and even some personal care products made of clean ingredients and free of harmful or toxic ones.

Okay, so what are clean ingredients?

Typically, ‘clean ingredients’ refer to non-toxic, safe, and environmentally-friendly ingredients.

It’s also often means natural ingredients (think: coconut oil, jojoba oil, mineral tints, and plant pigments).

However, they may still use some synthetic ingredients deemed safe for consumers’ health and the environment.

The clean beauty movement is a rejection of conventional beauty brands and their use of potentially dangerous ingredients such as:

Parabens

Synthetic fragrances

Sodium lauryl sulfate (SLS)

Phthalates

Artificial colors

Formaldehyde

Aluminum compounds

Hydroquinone

Oxybenzone

Triclosan

Refined petroleum

Talc

Butylated hydroxyanisole (BHA)

At first glance, clean beauty trends can be seen as something positive. They are concerned for our health and the planet, often striving to minimize their environmental impact and using more ethical sourcing methods.

However, there isn’t an official definition of the clean beauty movement, which creates some disparities between clean skincare companies and confusion for shoppers.

What’s considered ‘clean’ or ‘dirty’ regarding skincare ingredients varies depending on the brand and the consumer’s values.

For instance, some may define clean and natural beauty as that which purely consists of natural ingredients, while others may be perfectly accepting of safe synthetics.

This is where the term starts to get murky and prone to misuse.

We’ve defined what is the clean beauty trend, but how did it come about?

The clean beauty movement rose with the wellness industry, specifically clean eating and detoxification. These trends saw an increased demand for clean beauty products with stripped-back, minimalist and ‘clean’ ingredients.

While there have always been proponents of natural beauty, it gained significant traction in the late 2000s and early 2010s, spurred by increased scrutiny of product ingredients and growing concerns about the potential health risks associated with certain synthetic chemicals commonly found in cosmetics, such as parabens, phthalates, and formaldehyde.

The concept also stems from the consumers’ growing awareness of stricter regulations on cosmetic ingredients and more knowledge about skin irritation causing ingredients. For instance, when the EU began banning ingredients common on America’s beauty aisle shelves, Americans began asking why.

Now more than ever, consumers want to know what’s in their skincare and whether they can trust it to go on their face and body. As a result, clean beauty boomed.

Environmental sustainability and ethical considerations also played a role, as consumers sought out products that were eco-friendly, cruelty-free, and produced with minimal environmental impact.

Better For The Skin

The clean beauty movement avoids potentially harmful ingredients, making products better for the skin.

The risk of skin irritation is reduced, thanks to gentler formulations and no harsh chemicals. A clean beauty product is less likely to strip the skin of its natural oils or disrupt its delicate balance, nurturing and nourishing the skin instead.

Many clean ingredients provide essential hydration, vitamins, minerals, and other benefits supporting skin health and vitality.

Clean beauty also recognizes individuals’ sensitivity levels or preferences for skincare products. By offering a range of options free from certain ingredients, clean beauty allows consumers to make choices that align with their specific needs and values, reducing the likelihood of adverse reactions or discomfort.

As with any skincare product, it’s important to note that individual skin types and sensitivities can vary. What works for one person may not work for another.

Even though clean beauty is generally considered better for skin health, it’s still advisable to test products, read reviews, and consult with skin care professionals to find the best clean beauty products for your specific skin needs.

Source: Pebbelmag

Image: Pexels

The post What Is Clean Beauty? Unmasking The Clean Beauty Movement appeared first on NK Beauty.

However, the pandemic showed that the beauty industry is resilient, and “beauty” isn’t going anywhere.

From facemasks to lockdowns and social distancing, many people had fewer reasons to continue with their makeup routine. But that has changed in the post-pandemic era. Now, there’s a boom in the beauty industry, with many spending more on self-care and make-up products.

How did the pandemic influence the beauty industry, and what are the 2022 makeup trends? This article discusses that and more.

How has the pandemic reshaped the global makeup industry?

The beauty industry relies heavily on events and cultural shifts. One could say the pandemic triggered a cultural change in the beauty industry.

People were covering half of their faces with masks and attending online meetings, so many didn’t see a reason to wear makeup. For this reason, a lot of beauty companies saw a drop in their revenues.¹ On the other hand, many people decided to go creative with makeup indoors and on social media, thus giving rise to many trends. Here are some effects of the pandemic on the global makeup industry:

1. Digital shopping continues to be on the rise

One of the most significant effects of the pandemic on the global makeup industry is how it changed the way people shop. Although people bought fewer makeup products, some beauty products and trends fared better than others.

Prior to the pandemic, more than 80% of makeup shopping happened in-store, but the pandemic made it necessary for many brands to set up digital shops. This makes it easy for consumers to continue buying their products, and now that we are in the post-pandemic era, people still prefer to shop online.

2. Eye makeup

There has been a massive influence in the beauty trends with more people into eye makeup. With the need for face masks, sellers of makeup products like lipsticks and foundations saw a decrease in sales. However, people seemed to spend more on a different segment of makeup products: eye makeup!

3. DIY

Another notable trend influenced by the pandemic has to be the DIY trend. Many beauty shops closed up, and consumers had to do things themselves. DIY nails, hair dyes, and skin care treatment are some top beauty routines people do on their own.

15 top makeup trends for 2022

The pandemic shaped the makeup trends last year and this year. For 2022, the top makeup trends are all about switching things up with less and sometimes, more. It’s about winged eyes, clear skin, glitters, and metallics. Here are the top trends for 2022 you shouldn’t miss:

1. Skincare

While this isn’t a makeup trend, skincare is now an important priority for many consumers. A lot of people, both men and women, are buying more skincare products like moisturizers, serums, cleansers, and toners. So it’s no surprise that the skincare market is now to be $163 billion in 2022.²

2. Light bases

With many people now focusing on having smooth and healthy skin, they prefer light bases instead of the usual heavy foundations/concealers. Blending full foundation was the rave in the 2000s, but light bases are the vogue this year.

3. Natural look

Natural makeup is a thing, and it involves wearing very soft undertones so that it appears as though you have no makeup on. This may include wearing light foundation or concealer, faux freckles, ditching a lipstick for a lip gloss, or using soft-toned eyeliner.

Makeup artists now use fewer products to achieve a natural look instead of heavy makeup. Also, going for a natural look is probably the most effortless DIY makeup.

4. Diffused lips

As seen on the Spring 2022 runways, the k-beauty inspired diffused lips are predicted to be a makeup trend this year. Diffused lips involve using lipstick in a lighter way so that it only stains the center of the lip and fades towards the edges. It’s a subtle, natural, and effortless look best achieved by using a brush to apply the lipstick.

5. Shimmery eye shadows

Shimmery eyeshadows make the eyes pop out and beautiful. We will be seeing more of the glittery and shimmery eyeshadows this year, especially in fall. If you are willing to try something new, get some shimmers for bold, glittery eyes.

6. Bolded and underlined eyes

From the TikTok videos to the fashion runways, it’s hard to miss the trend of accentuating your eye shape with graphic liners. This trend is perfect in any color, including brown, green, blue, and of course, everyone’s favorite, black. The problem with underlined eyes is getting it right the first time, but that’s what makeup remover is for!

7. Y2K Glossy lips

Little is more, says the shiny lips for the Spring/Summer 2022 beauty trends! If you could use just one makeup on your face, then you should go for a lip gloss for a glossy shine. Meanwhile, gloss isn’t just for the lips anymore but also for the eyelids.

8. Iridescent eye makeup

From the indications on social media, red carpets, and movies, iridescent eye makeup is a top makeup trend this season. This is especially great for spring, and some makeup artists have termed this trend the “Euphoria” effect. After spending months at home, people are longer satisfied with boring or less. Where eye makeup is concerned, bright eyes and double-winged liners are set to take the center.

9. Skincare makeup hybrid

The newest trend is to use a makeup product with skincare qualities. Skincare ingredients like peptides, vitamins, and SPF are making their way into makeup like eyeliners, foundations, and more. It’s like killing two birds with a stone; you enhance your face and protect your skin.

10. Blush contour effect

Blush is back and with a bang! This year’s trend is about rocking blushed cheeks as a facial contour. Apply the blush to your apple cheeks and underneath to emphasize your bone structure to achieve this look.

11. Bold lips

Bold lips leave a maximum impact on your look. A plum lipstick, brown lipstick, or the famous red lipstick is all you need to rock bold, glamorous lips.

12. A luminous look

This year isn’t just about glossy lips but also shiny, glowing cheeks and eyelids. A shimmer across your cheekbone or eyelid will lift your makeup.

13. Double winged eyeliners

Pop culture sometimes influences makeup trends, and one can say that for the double-winged eyeliners trend. Popular HBO series, Euphoria, had their characters rocking the double-winged liners effortlessly.³ For this reason and others, this beautiful eye makeup is set to become one of 2022’s most trending looks.

14. Fluffy eyebrows

In 2022, there is an emphasis on natural, fluffy eyebrows. This is best achieved by shaping your brows and using brow products to sweep them softly. Another popular trend for the eyebrow is the colored brows like orange and red to achieve a futuristic look.

15. Blues and greens

Vibrant eye makeup is undoubtedly the biggest trend this season, as seen on the spring runways. Meanwhile, wearing a color palette like blue and green on your eyes is a great way to double up your look. Consider creating graphic lines in blue and green hues along your lashes.

Source: seller.alibaba.com 

Image: Pexels

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But what will beauty look like in 2022?

Mintel’s Category Director – Beauty & Personal Care Roshida Khanom explores three key beauty trends that are set to dominate this year.

Consumer education is more important than ever

The thirst for knowledge is going to be ramped up as consumers look for proof before purchase, researching things like product effectiveness and natural ingredients. Recent Mintel research found that nearly a third of UK facial skincare users research the ingredients used in skincare products to find out how effective a product is.

Information at the point of purchase is more important than ever before as people have low attention spans and want information instantly – beauty brands will need to find creative ways to give consumers information on demand while shopping, especially in stores where on-shelf and on-pack space is limited.

Custom Beauty – Make it for me

Consumers are increasingly rejecting one-size-fits-all, and want products created especially for them: over a third of UK facial skincare users are interested in using skincare formulas that are personalised to their needs.

Personalised beauty products and packaging, customisable formulas and DIY beauty kits are going to have appeal as consumers seek to treat their specific beauty needs. Beauty by life stage is also going to gain traction as people want solutions better targeted to them, and we’ve already seen mass-market players tap into menopausal beauty.

Beauty with a cause

Consumers are buying with a conscience, and beauty brands will need to be transparent about their ethical practices as well as their opinions on topical issues.

Sustainability claims in beauty products have become mainstream and still remain at the top of the agenda for consumers, but they’re also looking at brands’ commitments to things like diversity and equity, as well as ethical supply chain practices.

Source: premiumbeautynews

Image: Unsplashed – freestocks

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