What exactly does "clean beauty" mean, and what makes it new and different from other beauty trends? While there isn't a singular definition, the clean beauty movement embraces both natural and man-made ingredients, putting the focus on safety over source. Most clean beauty products avoid the use of ingredients like parabens, sulfates, silicones, phthalates and synthetic fragrances while still delivering results.
Consumers can continue to use the personal care products they have trusted and relied on for more than years. Consumer demand has been the top driver for the growth of the clean beauty movement, with NPD Group a marketing research company reporting 10 percent growth in the natural beauty market, versus just 3. Beauty retailers big and small are responding to the demand.
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And back in , Birchbox created a special section of Ingredient-Conscious Picks , making it easier for customers to make informed purchases. If enthusiastic online reviews of brands like Tata Harper and Drunk Elephant are to be believed, clean beauty products can deliver amazing results along with piece of mind. The truth is, as this movement continues to grow, more proof will be needed to support the claims and convert more consumers to clean beauty.
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