Consumers demand more transparency from clean beauty brands

A new study has found that two thirds of women are demanding greater transparency when it comes to ‘clean’ beauty products, as reported by Cosmetics Business.

The survey, which was carried out by Influenster and Bazaarvoice, has revealed that more than 60 per cent of women believe beauty brands that claim to be ‘clean’ do not detail why. And according to findings, 90 per cent are inclined to buy beauty products that are ‘clean’, causing consumers to look elsewhere for product information.

More than 30 per cent of women surveyed were found to turn to other consumers for product reviews. For Aussies, the country's biggest beauty review website, beautyheaven is where local consumers turn to. Additionally, 26 per cent use social media and a quarter look for answers from Google.

“While the beauty industry is technically self-regulated when it comes to ‘clean’ products, retailers are struggling to find a consistent set of standards to provide consumers with a full understanding of ‘clean’ beauty,” said Bazaarvoice senior VP of marketing, Suzin Wold.

“As a result, women are turning to other women to learn from ‘like me’ product reviews and social media posts.”

Despite shifts in consumer behaviour during COVID-19, 43 per cent of shoppers are still prioritising clean beauty for some purchases, according to the study.

“If brands can communicate that their products are good for the environment they can win loyalty, not just during the pandemic but beyond and tap into the community of ‘clean’ beauty customers who are spreading the word about these products,” said Wold.

Clean beauty brands BD recommends having on your radar:

Ipsum -  Ipsum uses only the highest quality, sustainably sourced, pure and organic oils which are carefully extracted from plants grown in their natural habitat, including sunshine-soaked Australia, to ensure the integrity of the benefits to your skin.

Weleda - Founded in 1921, Weleda was the original eco-friendly and sustainable skincare company and it still remains true to its roots. The brand is 100 per cent certified natural and organic. 

Essano - With a strong commitment to no compromises, no animal testing and no harsh chemicals, Essano is a truly natural, sustainable brand. It carefully selects each ingredient, choosing plant-based and natural ingredients that are proven for their effectiveness and ability to deliver amazing results.

Burt's Bees - Burt’s Bees has been offering a range of earth-friendly, natural health and beauty care products for 30 years. The range includes body, face, hands, feet, hair products and lip balms, as well as products for mothers to be, babies and men.

Mellow Cosmetics - It is the brand's mission to provide the most fun, luxurious, and on-trend makeup products to all the makeup lovers out there. The range is cruelty-free, vegan and paraben-free.

BIOSSANCE - Biossance products are formulated using the highest standards in the industry through its commitment to transparency and formulating without 2,000+ harmful or questionable ingredients. 

Sukin Naturals - Displaying a strong commitment to minimal environmental impact, Sukin Naturals products are certified carbon neutral and contains no sodium lauryl sulphate, sodium laureth sulphate, propylene glycol, artificial colours, triethanolamine, EDTA, mineral oils or parabens.

INIKA Organic -  INIKA Organic uses the highest certified ingredients and the strictest processes. Its products are certified organic, certified vegan, certified cruelty-free, certified halal and 100 per cent non-toxic.

DB Cosmetics - DB Cosmetics is 100 per cent committed to creating certified cruelty-free and certified vegan products that help to make every day beautiful by being affordable and ethical. 

Green People - Green People is an organic brand made up of high performance products. Green People believe nature and science go hand in hand. The organic skin are products restore and balance the skin’s natural moisture levels.

Glow Lab - Glow Lab is formulated with natural ingredients and elegant, natural fragrances. It is free from parabens, sulphates, silicones and other nasties, as well as being cruelty-free, vegan and palm oil friendly.

The Organic Skin Co. - The Organic Skin Co. is into clean, green beauty and is proud to offer an extensive range of natural makeup and skincare, all of it chemical-free and loaded with organic ingredients.

Nude by Nature - The products do not contain synthetic ingredients including Talc, Parabens, Silicone, Bismuth, Phthalates, PEGS, Siloxanes, Triclosans and Sulphates. There is no animal testing involved within the development of the formulas and all brushes are made from synthetic hair. 

Less is More - The innovative formulas contain natural and organic ingredients that are obtained from renewable sources and organic growers wherever possible.