Beauty Briefings, Part 1: Clean Beauty Is the New “Free from” Frontier and Sales Are Expected to Nearly Double by 2024

Executive Summary

• Consumer demand for transparency in beauty product ingredients has spurred many companies to create “clean” formulations that are free of potentially toxic and/or synthetic ingredients such as parabens, sulfates, silicones, phthalates and fragrances.
• Global sales of natural and organic beauty products are expected to nearly double between 2016 and 2024, growing from $11 billion to $21.8 billion, according to Persistence Market Research.
• Developing markets present a particularly lucrative opportunity for brands and retailers selling beauty products that are “free from” unwanted ingredients.
• The clean-living trend is extending into beauty as consumers become increasingly conscious of what they eat and better educated about how certain ingredients may make them look and feel.
• Beauty brands and retailers of all sizes are jumping on the clean and transparent trends. In June 2018, Sephora launched its “Clean at Sephora” offering, which features more than 50 brands and 2,000 clean and natural products.