The global clean beauty market is worth $42 billion in 2022, up from $11 billion in 2016, according to data from NPD, Kline, and Spate. Attest conducted a survey of 2,000 American consumers and found that more than half of Americans (52%) say they take a brand’s use of natural or clean ingredients into consideration when making purchasing decisions and 26% take a brand’s environmental credentials into account. From head to toe, “free-from” beauty claims have been trending. A dizzying amount of activity is happening in clean beauty products in hair, skin, and deodorant innovation. Natural ingredients, vegan formulas that are free from parabens, sulfates, and phthalates, and sustainable packaging are driving activity.
Head of the Class
The “skinification” of hair (treating the scalp and hair like skin) has been fueling the hair care market. According to the NPD Group, hair care is the fastest-growing category in the prestige beauty market, up 24% in the third quarter of 2022. With a focus on scalp care, hair care brands are launching clean, vegan hair care formulas with various natural ingredients. Esmi, a popular clean skin care brand, has moved into hair care with a collection specifically formulated to treat the consumers’ individual scalp microbiome. There are five sulfate-free vegan Shampoo and Conditioner combinations: Dry, Dull, Hydrating, Oily, and Strength. The packaging is 100% recyclable. Saltair by model Iskra Lawrence has added hair care to its cruelty, paraben, and gluten free brand. The Moisture Bound Hydrating Shampoo and Conditioner is formulated with a blend of monoi, pequi, and abyssinian oils while the conditioner uses monoi, squalene, and hydrolyzed rice protein. The Recover & Restore Damage Repair Shampoo contains the brand’s Bond Multiplier Complex with algae extracts while the Conditioner features the brand’s bond Multiplier Complex with shea butter and marine extracts. Clean Reserve known for clean perfume has debuted Buriti & Tucuma Essential Shampoo and Conditioner. The products contain sustainable buriti oil, pequi oil, tucuma butter, and tea tree leaf oil and are free of sulfates and silicone. Luna Nectar Renaissance Better Hair Restoring Oil is a pre-wash made with natural extracts and Ayurvedic, adaptogenic herbs including shikakai, bhringraj, and amla. Squigs created Gooseberry Delight Hair Oil based on amla oil and formulated with coconut, castor, kalonji, apricot, and orange peel oils.
According to Fortune Business Insights, the global skin care market will be worth an estimated $145.8 billion by 2028, with a CAGR of 5.52%. The skin care market has exploded with new entrants, many of which are targeting younger generations. MOXY is a new line of clean hair and skin care products by Bath & Body Works made without phthalates and mineral oils and not tested on animals. Taking a holistic approach, the brand also offers dietary-supplement gummies, which are designed to aid with digestion, hair, skin, and nails, immunity, sleep, and stress. The clean range includes 33 SKUs categorized by specific skin and hair types. For example, skin care includes moisturizers and cleansers for Dry, Oily, Sensitive, and Normal Skin. The hair care products are offered in Shampoos, Conditioners, and Masks for Coily, Curly, Wavy, and Straight Hair. Many of the products are refillable and the hair care features Moxy’s signature scent with notes of sparkling bergamot, white tea, cactus water, and blonde woods. Edgewell Personal Care debuted Fieldtrip, a new skin care brand with a “Your Earth, Your Skincare” tagline. There are seven clean, cruelty-free, and vegan products available, which are formulated without silicones, parabens, sulfates, phthalates, chemical sunscreens, retinyl palmitate, synthetic fragrances, artificial dyes, formaldehyde, triclosan, triclocarban, petrolatum, mineral oil, talc, hydroquinone, BHA and BHT. The lineup includes C The World Brightening Serum with Camu Camu, Eyeland Retreat Cooling Eye Gel with Red Maple Bark, Fresh Start Purifying Face Cleanser with Glacial Clay, Into The Blue Stress Less Moisturizer with Indian Wild Indigo, Overnight Trip Hydrating Lip Mask with Moringa Butter, Trail Blazer Anywhere Shave Lotion with Birch Sap, and Wandermist Hydrating Facial Spray with Rambutan Peel Extract. Futurewise has garnered a lot of press for its slugging (slathering one’s face with multiple products) skin care line. The three-product collection is vegan, Leaping Bunny certified cruelty-free, paraben-free, fragrance-free, and non-comedogenic. The three-step system includes the Slug Boost Hydrating Mist, Slug Cream Barrier Repair Moisturizer, and Slug Balm Moisture Locking Occlusive without petroleum jelly. Ieró by Nick Gavrelis is a new beauty and lifestyle brand that means “Sacred” in Ancient Greek. The vegan and cruelty-free formulas utilize plant-based actives and crystal-derived minerals. The Moonkissed Collection features Luminous Ph Lip Comforter, Radiant Moisture Restorative Emulsion, Radiant Skin Restorative Serum-Oil, and Serene Essence Replenishing Mist that are designed to “manifest your light.”
Like hair and skin, consumers demand clean formulas for their bath and body products. According to ReportLinker, the global luxury bath and body products market is expected to reach $14.98 billion in 2022 at a CAGR of 12.8%. By 2026, the luxury bath and body products market is expected to reach $21.66 billion at a CAGR of 9.7%. Ashley Tisdale dropped the Being Frenshe collection sold exclusively at Target. The bath & body range includes five scent collections: Awaken & Uplift Citrus Amber, Balance & Harmony Bergamot Cedar, Joy & Bliss Solar Fleur, Soothe & Comfort Cashmere Vanilla, and Unwind & Rest Lavender Cloud. The line is infused with Mood Boosting Scent Technology™ and created with cruelty-free, vegan, and clean formulas that are free from sulfates, parabens, and phthalates. Nopalera is a new bath & body brand inspired by the Nopal cactus, “an ancient symbol of Mexican culture and one of the most sustainable, nourishing, and versatile plants in the world.” The Pink Flower Bath Set includes Cactus Flower Exfoliant – Hibiscus, Flor de Mayo Moisturizing Botanical Bar, and Flor de Mayo Cactus Soap. The line is formulated with Nopal oil and is naturally scented with jasmine oil. The Citrus Bath Set features Cactus Flower Exfoliant – Mandarina, Original Moisturizing Botanical Bar, and Planta Futura Cactus Soap. All three products contain Nopal oil and the Exfoliant uses safflower oil infused with achiote seeds and a tangerine scent. The Bar highlights lemongrass oil while the Soap features Tepezcohuite to promote cell regeneration. Inspired by Japanese forest bathing, Tatcha introduced the Forest Awakening Collection in three products: Hinoki Body Milk with squalene and peach tree leaf, Hinoki Body Wash, and Hinoki Body Oil. The products are infused with an essential oil blend of cedar, hiba, and hinoki, meant to “reduce stress, lift your mood, and help improve overall well-being.” The Pebble by Kate McLeod is a collection of solid bath and shower oils that melt in warm water. The waterless formulas are vegan, cruelty-free, plastic-free, and Made Safe Certified. There are four varieties: Breathe Pebble (eucalyptus), Daily Pebble (rose), Forest Pebble (hinoki), and Sleep Pebble (lavender).
Fresh & Clean Pits
According to IRI, mass market deodorant sales rose 12.6% to $3.7 billion for total US multi-outlet (supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains) for the 52 weeks ended August 7, 2022. Deodorant has come a long way and innovation in clean, effective ingredients and sustainable packaging continues. Dove Care By Plants Deodorant is Dove’s first plant-based, natural-origin deodorant that provides 24-hour odor protection. It is formulated with 99% naturally derived ingredients and is free of aluminum, parabens, and baking soda. There are four fragrances: Lemongrass, Eucalyptus, Sandalwood, and Tea Tree, which are 100% natural and housed in 96% recyclable packaging. Hume Supernatural offers prebiotic and probiotic gender-neutral deodorants. Hume deodorant is available in After Rain (fresh rain and citrus), Amber Woods (amber, vanilla, coconut cream, and woodsy notes), Desert Bloom (citrus, neroli blossom, and agave), Out West (tobacco leaves, leather, and cedarwood) and Fragrance-Free variants. The brand’s newest fragrance is Wild Coral, which features watermelon, star lily, vanilla, sandalwood, and santal notes. The clean formula uses chicory root and blue agave prebiotics as well as desert-sourced ingredients like prickly pear, aloe vera, diatomaceous earth (fossilized algae), and probiotics. Yoga fashion brand Alo has added Supernatural Deodorant Fresh Citrus Scent to its beauty range. The clean deodorant is free of baking soda and aluminum and features amla berry, vitamin C, tea tree oil, hyaluronic acid, and anti-odor probiotics. To complement its body care line, Saltair introduced a collection of natural deodorants in seven variants: Black Tide, Fragrance-Free, Island Orchid, Lagoona, Lush Greens, Santal Bloom, and Seascape. Packaged in refillable pods made from recycled plastic, the deodorants are formulated with “salicylic acid, zinc ricinolate, tamanu oil, brown algae, saccharomyces ferment, and an amino acid derivative to neutralize odors by acidifying the skin and absorbing odor molecules while also balancing the skin moisture barrier to keep skin fresh.” Using its proprietary Funk Lock™ Technology, Pourri (formerly Poo~Pourri) has extended its range to other categories including deodorant. The Pit~Pourri is an all-natural full-body deodorant that is clinically proven to work and is formulated with mandelic acid, prebiotics, and caffeine. It is packaged in a sustainable paper tube and available in a Coconut Vanilla Sandalwood scent.
Curie has reformulated its clean, aluminum-free stick deodorants. The deodorants contain castor wax, triple-milled corn starch, sage oil, triethyl citrate, and baking soda and do not contain aluminum, parabens, or phthalates. Full Body Deodorant Sprays are the newest products to join the line. The zero-residue, non-aerosol sprays are made with sage oil, witch hazel, and probiotics without aluminum, parabens or phthalates. Both the stick and spray deodorants are offered in Grapefruit Cassis, Jupiter Eucalyptus, Orange Neroli, and White Tea scents. Sustainability is part of the brand’s DNA – the ingredients are sustainably sourced, the packaging is made of recycled water bottles, and the lab is wind-powered. Schmidt’s added Natural Deodorant Spray to its collection with 48-hour odor protection. The “ozone-friendly nitrogen propellant harnesses the power of compressed air, not greenhouse gas” and the formula is 99.89% of natural origin, non-GMO, certified cruelty-free, and vegan. There are three scents: Clean Powder, Lavender & Sage, and Rose & Vanilla. The range earned the Cosmopolitan 2022 Holy Grail beauty award.
Clean beauty is a hotbed of innovation. According to NielsenIQ clean products have reached over $400 million in sales and show even higher growth rates compared to the total category (+8.1% vs +2.0%). Expect to see more clean hair, skin, and deodorant launches made with vegan formulas, free-of-claims, and sustainable packaging.