Cosmetic Trend: Clean Beauty

The latest cosmetic trend of the 2020s is called clean beauty and means cosmetic products that are manufactured using cleantech processes. Numerous cosmetic brands and, in their wake, several celebrities have jumped on the “clean train”. They no longer only propagate natural cosmetics, but products in which a few simple organic ingredients have been boosted in vitro on a scientific basis.

 

What is clean beauty?

That means nothing else than that certified active ingredients from nature are accelerated or strengthened in their effect in the laboratory. Clean beauty products combine two previously contradicting philosophies - cosmeceuticals, care products with active ingredients from the retort, which were the non-plus-ultra on the popularity scale in the noughties, with pure natural cosmetics, which have been steadily gaining popularity since the 80s. That explains the name components: Clean-Tech.

The growing popularity of clean beauty is in line with the critical awareness that people have developed today towards cosmetic care products and also food. They question the ingredients of their skincare as well as those of their food. But conventional natural cosmetics are not enough for them. Clean Beauties want to get the most out of natural substances - but not at any price. The "clean" stands for "free-from". At Clean Beauty, for example. environmentally harmful, water-insoluble mineral oils, which also clog the pores, synthetic fragrances, silicones, or the preservatives parabens, which are said to harm the human endocrine system.

Few ingredients are optimized in terms of effectiveness

Another hallmark of cleantech beauty products is that the list of ingredients is relatively short. Manufacturers are convinced that in this case, less is more. But what little is optimized with scientific know-how? So it does for example a difference whether one uses high, medium, or low molecular weight hyaluronic acid in a product. A large molecule of hyaluronic acid cannot penetrate the surface of the skin, remains on the surface, and is, therefore, less effective. However, hyaluronic acid with a low molecular weight can penetrate deeper into the skin and improve the moisture content there. The corresponding refinement of the molecules is technically complex. In addition, the development of cleantech processes is time-consuming. For example, it is time-consuming to determine the correct concentration of a natural substance in such a way that its intended effect is optimal without overprocessing the ingredient. Both are reflected in the price. But if you have established the catchwords sustainable, vegan, natural, or organic in your vocabulary, clean beauty will definitely be worth the price. The distinction between clean beauty products and conventional natural cosmetics is made easier by the clean beauty buttons that some online shops have introduced.

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