Born in the USA, clean beauty is now as essential there as it is here. But why is it so successful? We'll tell you everything.
A name and a concept born in the USA, quite logically, because it is the country where everything is possible. While in France more than 1300 substances are simply banned, in the United States via the FDA (Federal Drugs Administration), the list is limited to only ten or so hated substances! So much so that when clean beauty was born in the USA for beautystas to find their way around, it was an immediate triumph. Why this dazzling success that is spreading to the four corners of the planet?
Because clean beauty is reassuring
The rules, even if they are neither written nor protected by an official label, consist of offering natural brands, organic most often, but not necessarily, sustainable, fair, eco-responsible, ethical, local, ecological, cruelty free, transparent (hence the notion of "clear beauty") and of course, without exploitation of children. This clean beauty, still a little vague (but less and less), quickly swept over France where its success is only growing. The boost? The pandemic which has more than ever put short circuits, healthy products and the notion of solidarity at the heart of consumers' priorities.
Because the skin is asking for it (again)
The craze for long and, above all, obscure formulas is over. Skins are demanding " less is more ", and so are women. Clear, understandable, traceable formulas, with known, recognized and natural active ingredients. These short formulas, which respect the epidermis' ecosystem, are perfectly tolerated. And for good reason, the skin is increasingly sensitized by lifestyle (where stress still plays a major role), climate change (and increased pollution ), processed food (it harms the microbiota , the intestinal flora and therefore all flora, including that of the skin ). Sensitized, to the point of becoming intolerant or allergic, the skin can only tolerate clean cosmetics.
Because clean brands make sense
Far from simply concocting clean formulas on "principle" or for marketing purposes, the brands that have been caught up in the clean wave are doing so consciously. Eager to contribute to building a better world, they define themselves as eco-citizens and stand out for their actions in favor of protecting the environment: by reducing their carbon footprint, by favoring eco-designed packaging (recycled, recyclable, refillable, in glass or aluminum rather than plastic or recycled plastic from the oceans), by donating a portion of their profits to causes (preservation of the oceans, fauna, flora, participation in the greening of cities, reforestation, etc.), by focusing their research on subjects that go beyond the content of their formulas (marine active ingredients contain a treasure trove of benefits and therapeutic promises that go beyond the health and beauty of the skin, etc.). Clean brands have a mission, inspired by their founders, and that's what makes them powerful.
Because clean beauty is becoming more democratic!
Thanks to social networks and influential women's media that talk about it a lot, consumers have become familiar with it. And since Distribution has given it a prominent place, it is easier to find: at Oh My Cream! (the pioneer), on green e-commerce sites like Botymist (which allows you to search for products based on the list of their ingredients and active ingredients), in department stores, good pharmacies, etc. Influencers talk about it seriously and enthusiastically, saving as much time as possible for novices who want to consume clean. We like Lauren Ferrée , a committed eco-blogger, Céleste Thomas , an American influencer, nurse, who also gives daily advice on her blog , Lyla , the French influencer whose blog presents all the themes of clean beauty in the form of advice, tests and tutorials, etc. The more we talk about it (well), the more clean beauty earns its letters of nobility.
And to tell you the truth, we haven't finished talking about it.
