The clean beauty market is expected to be worth $11,558.5 million by 2027, up from $5,439.6 million in 2020.
This is according to a new study from Brand Essence Research, which maintains that the growth is due to increased demand for products that are free from synthetic chemicals and ingredients that are potentially harmful to both people and the planet, such as parabens, phthalates, oxybenzone and synthetic fragrances.
“As more and more people shift to a cleaner consciousness, scrutinising the everyday products they use is no longer limited to beauty. Pharmaceutical giant Johnson & Johnson learnt this first-hand when public pressure forced them to discontinue their top-selling talcum baby powder and reformulate the product using a corn starch base. And, while the South African market has made considerable inroads, I believe the majority of beauty products are still manufactured using questionable chemicals.” says Toni Carroll, founder and CEO of luxury nutricosmetic brand My Beauty Luv.
She points out that most beauty brands are wanting to join the clean beauty movement. “Even if they have not entirely changed their formulas to remove all chemicals, there are many brands that are now including more natural ingredients and extracts, removing the really harsh chemicals and incorporating organic-based ingredients. Some brands are also launching a ‘natural’ or ‘organic’ range, so the brand is seen to be moving in a ‘cleaner’ direction.
“That said, certain formulas and products we all love would not and could not exist without the use of certain chemicals. Some products would be totally ineffective if the chemicals were removed, so there is definitely education needed around which chemicals are safer to use, and which ones are a no-go.”
Factors such as manufacturing and retailing costs are holding beauty brands back from going ‘clean’.
“If clean beauty does become the norm, it will positively impact the cultivation, harvesting and processing of natural ingredients as well as farmers, communities and the natural environment. For clean beauty to really take off in South Africa, research needs to go into how to do this more cost-effectively and considerately to the environment and its inhabitants,” she concludes.