The Smart Choice - Why Clean Beauty is the future of skincare!

At JUICE Cosmetics, we have endorsed sustainability and clean beauty as our core vision. The demographic we cater to is the modern, informed consumer who makes smart choices in life including makeup. She reads labels, reads up on the ingredients in her makeup, and chooses products with clean formulation.
Who is the Smart Consumer and what is the Smart Choice?
There is an ever-increasing demographic of consumers who are educated, are vegetarian or vegan, who are against animal cruelty, seek organic or natural formulations in makeup and who know that advancement in sciences and research have brought makeup in the market which combines traditional wisdom and modern goodness of ingredients effectively. The smart consumer chooses makeup which aligns with her values and believes that clean beauty improves the quality of her life. She seeks sustainably-sourced, natural, vegan and cruelty free makeup and is willing to pay the price for quality makeup.
The smart choice entails, reading up on the labels on makeup to ensure the product conforms to strict clean beauty standards and is delivering what it’s promising. The smart choice is buying makeup which is vegan, organic, cruelty-free, harmful chemicals free, yet is long wear, transfer proof, waterproof, hydrating and offers sun protection. The smart consumer is an educated, busy professional or business person and expects her makeup to be as multi-tasking as herself.
What are the major factors driving the clean beauty trend? There is a broader shift towards clean, sustainably-sourced makeup.
1. Skin health: A little amount of the lipstick we wear or the eye makeup we put on goes into our system. Harmful chemicals in makeup like parabens, phthalates, sulphates, synthetic fragrances not only cause skin damage but affects health in the long term. Clean makeup is the safer and healthier choice.
2. Sustainability: Brands which prioritise sustainability are the ones that grow and thrive. Amidst rising environmental concerns, smart consumers are choosing makeup brands which are good for the planet and hence good for their skin and health. Clean makeup comes in recyclable or biodegradable packaging, comprises of approved, natural ingredients, goes through stringent quality checks and are not tested on animals.
3. Transparency: Clean beauty products display their ingredients, proudly and confidently on the packages, so that the smart consumer can read the ingredient list in details and make an informed choice of makeup that aligns with their values.
4. Innovations in formula: Development in sciences have enabled clean beauty brands to blend traditional benefits with modern needs in makeup. Hence makeup products that have emerged are multitasking- they are harmful chemicals free, cruelty-free, organic, plant-based formulation, yet long wear, transfer proof, waterproof, contains natural hydrators, offers sun protection and are recyclable.
5. Social media influence: Influencers and celebrities endorse clean beauty, setting a good example for conscious consumers to follow suit.
6. Government regulations: Stringent regulatory scrutiny, forces brands to adopt clean formulations and expose their makeup to thorough quality control.
Hence, clean beauty is here to stay. JUICE encourages smart consumers to read labels, make a smart choice and embrace clean makeup!