Clean beauty: the new cosmetic trend?
In the big family of cosmetics, some new ones are appearing with more sustainable, organic and natural formulas. These are powder beauty products, part of the clean beauty movement.
The boom in eco-friendly powder beauty products
As consumers pay more attention to the composition of their make-up and cosmetic products, the phenomenon of clean beauty is emerging.
This new generation of products appears in a context where silicones, parabens and other chemical ingredients are strongly criticized, following numerous health scandals.
Inspired by the ancestral rituals of Korean beauty (K-beauty), clean beauty offers powder cosmetics and skincare products with water-free and minimalist formulas. The promise of these products? Few ingredients, optimised active ingredients, high efficiency, and a positive impact on health, skin and the environment.
The enthusiasm of brands for this new trend
Clean beauty products offer new sensory experiences while respecting demanding ecological criteria. They work in a simple, original and playful way: when the powder comes into contact with water, it emulsifies.
A trend that has been taken by storm by young brands such as Yodi, which has launched its range of 100% vegan and natural face care and shampoo products.
And it hasn’t left luxury brands like Chanel, which has created a powdered foam cleanser, and Physiodermie, whose range has been enriched with a do it yourself organic anti-ageing serum.
In the coming months, it is likely that other cosmetics companies will join the clean beauty movement.
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