As the beauty industry has expanded, so has the niche of clean beauty, which has exploded over the last 5 years. The clean beauty industry alone is estimated to be worth $40 billion this year, and estimated to grow to $54.5 billion by 2027 (Source: Statista). You would be hard pressed to find a brand that launches in the current market without that “clean” label. The reasons behind the rise in clean skincare are not difficult to understand; consumers across all industries have begun calling for higher levels of transparency, and the Beauty industry’s lack of regulation in the US has led to consumers seeking ingredients that are effective without harmful side effects. While the term ‘clean beauty’ is hotly debated because there is no official universally accepted definition, it has created a sense of fearmongering – if you had the option to choose a brand that incorporated “non-toxic” ingredients vs. one that doesn’t, it’s a pretty obvious choice! The greater effect is more trust, loyalty and goodwill among consumers of these clean, non-toxic brands. Transparency of ingredients has fueled the clean beauty industry’s success, so it comes as no surprise that the current consumer base is growing to additionally demand transparency of how these ingredients are procured. The need for transparent and environmentally conscious business practices and supply chains regarding sourcing, packaging, and testing has given way to a new subsect of the clean beauty niche: Slow Beauty.
Slow Beauty focuses on ethically and sustainably sourced ingredients, while focusing on quality over quantity. A stark contrast to the 10+ step skincare routine, this movement takes a ‘less is more approach’, focusing on only the essentials, while ensuring quality ingredients, packaging, and branding. The movement has gained much traction during these times, with people feeling overwhelmed who would rather stick to simple routines. The movement also focuses on fewer steps, but more mindful time spent on them; rather than slapping on serum after serum, Slow Beauty is more about the ritual of cleansing, moisturizing, and in necessary cases, treating.
The movement is gaining traction, and it’s not difficult to foresee this being the new trend; an environmentally conscious, effective skincare routine that saves on unnecessary stress, time, and money; the factors that often drive our consumption choices these days. Much as slow fashion cemented its place in its respective industry, it only takes awareness and brands committing to the label for the movement to become the mainstream mode of skincare.