This post originally appeared on EDF+Business.
Alissa Sasso, Project Manager, EDF+Business.
Anyone who’s recently purchased a personal care item knows how overwhelming the experience can be. From price and aesthetics to brands, there are many factors to consider. Now add the safety and impact of the ingredients, whether or not it’s “clean”, and the decision becomes more difficult.
The clean beauty industry has seen enormous growth, with projections estimating it will reach $11 billion by 2027. But the cosmetics industry has been underregulated for so long, there is no standard definition of “clean”. Brands and retailers entering this market therefore have flexibility to use the term “clean” to their own discretion.
Following a new roadmap, brands that are either creating a clean beauty program, or strengthening already-existing “clean” shops and labels, can use their influence to build a growing consensus around the use of the term to represent best-in-class. The roadmap provides guidance for companies on how to develop strong criteria for evaluating the health and environmental impacts of their products, prioritize ingredient safety and champion meaningful transparency in their clean beauty program.