At a time when consumers are more and more concerned about the fate of the planet, “clean-formula” cosmetics continue to seduce. The consulting firm Kline has just published a series of reports on the state of this cosmetics segment in different parts of the world. The first one concerns the United States.
“Clean beauty is doing well in the United States. It’s growing by more than 10% in 2021,” says Kline. “Clean deodorants, in particular, have seen a 32% increase in sales in 2021.
Moreover, some brands are seizing this opportunity. This is the case of Kosas, a player positioned on make-up, which has extended its offer to deodorants and body products.
The reign of sustainable development
The climate crisis and consumer pressure are pushing brands to show their green credentials.
“The majority of the industry’s players are taking a stand in favor of the environment. Ren Clean Skincare, Caudalie, Biossance, Herbivore, Youth to the People, Weleda, Aveda and many others have made their contribution by supporting development projects or reviewing their internal processes to make them more sustainable.”
Green start-ups
The new brands that are entering the American market have understood everything.
This is the case of Lys Beauty, which offers inclusive makeup with clean formulas. We can also mention Bubble, which combines natural and synthetic ingredients deemed safe by its “ban list”.
“In the U.S., sustainability will continue to be a key issue. While packaging initiatives remain the most prevalent, some key companies such as L’Oréal and Unilever have committed …
