Consumer interest in skin-friendly beauty products continues its rise, prompting an acceleration in microbiome claims validation and product testing both in vitro and in vivo, say testing experts.
Beauty and personal care brands can innovate further with fragrances, bringing scent to the centre of a product and highlighting health and wellbeing benefits it can bring, says a Mintel analyst.
The founders of a newly launched skin care brand 5 to 5 is expecting the clean beauty trend to decline in the coming years and be replaced by brands that are based on solid science.
Communicating the concept and credentials of clean and ethical beauty in a market without any unanimous industry or consumer definition remains a big challenge, but there are plenty of clear opportunities when navigating this space. Scroll down to watch...