“Toxin-free,” zero impact, fair trade, biodegradable, etc., are all facets of the responsible beauty movement, which can generally be defined as the creation of products with the good of human health, society and the planet in mind. Interestingly, a recent article from Rodrigues, et al.,1 identified 11 factors that influence consumers’ intentions to purchase environmentally friendly cosmetics:
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“Toxin-free,” zero impact, fair trade, biodegradable, etc., are all facets of the responsible beauty movement, which can generally be defined as the creation of products with the good of human health, society and the planet in mind. Interestingly, a recent article from Rodrigues, et al.,1 identified 11 factors that influence consumers’ intentions to purchase environmentally friendly cosmetics:
- Environmental consciousness
- Certification labels
- Brand trust
- Quality expectation
- Lifestyle
- Advertising
- Willingness to pay the price
- Ethical concerns
- Social and financial equity
- Physical health considerations, and
- Knowledge of the product.
Notably, per the article abstract, the literature lacked clarity for what construed green cosmetic concepts and multiple systems lacked standardized criteria for defining them.1
These observations have not gone unnoticed by the industry, as we’ve seen the rise of certifications (RSPO, EcoVadis, etc.) and verifications (e.g., DNA authenticity) in many ingredient and technology offerings in recent years.2
This month, we asked several industry experts to weigh in about the meaning of responsible beauty and its current and future market directions. Here’s what they shared.
Fermented Ocean Beauty and Responsible Sourcing
“In an era where every ingredient is scrutinized and every brand action is under the microscope, responsible beauty has taken center stage,” writes Angie Rojas, technical marketing coordinator for LATAM at Green Line. “Consumers are driving these shifts, increasingly demanding eco-friendly packaging, non-toxic ingredients, ethical sourcing and diverse product ranges. This focus on responsible practices is amplified by platforms like TikTok, where trends spread globally in seconds.
Rojas adds that future directions in this market will include advancements in biodegradable packaging and greater transparency in ingredient sourcing and manufacturing. “Ocean beauty trends, focusing on sustainably sourced marine ingredients, are also emerging. These changes signify a shift toward environmental responsibility. As these practices gain global traction, they will make the cosmetic industry more eco-friendly and transparent; although widespread adoption will take time.”
In terms of innovations to support these future directions, Rojas looks backward. “An ancient technology re-emerging in the beauty industry is fermentation,” she explains. Green Line used this to develop the active BioFer Sugar Kelp (INCI: Lactobacillus/Laminaria Saccharina Ferment Filtrate Lysate) by fermenting Laminaria saccharina (sugar kelp) with Lactobacillus plantarum. Per Rojas, this method extracts amino acids and antioxidants crucial for collagen synthesis and skin elasticity. “Partnering with responsible sugar kelp harvesters ensures sustainability,” she adds. “Fermentation enhances bioavailability and operates with lower energy consumption, aligning with the demand for clean beauty and ethical sourcing.”
Eco-conscious and Ethical
According to Roni Rot, CEO of Jojoba Desert (JD), there are two main trends shaping the market for responsible beauty products: sustainability and clean beauty. “Consumers are increasingly driven by the desire to protect the environment and ensure their health, translating into a preference for products that minimize ecological impact and avoid harmful ingredients,” Rot explains. According to Mintel, 67% of global consumers now seek sustainable beauty products, highlighting a significant rise in eco-consciousness.
“These trends are expected to deepen, with potential growth in areas such as zero-waste packaging, ethical sourcing and transparency in ingredient sourcing and production methods,” Rot continues. As consumer demand continues to grow, brands have significant potential to innovate by developing products that are both effective and environmentally friendly.”
Per Rot, JD is committed to sustainability and social responsibility, which drive its efforts toward effective and environmentally responsible skin care solutions. “By utilizing solvent-free processes and focusing on natural, ethical ingredients, JD ensures that our offerings enhance skin health and contribute to environmental stewardship, Rot writes. “This commitment is reflected in our innovative products that support both consumer well-being and ecological balance.”
A product that exemplifies this direction is JD’s Phyto-Or 1% (INCI: Simmondsia Chinensis (Jojoba) Seed Oil (and) Blakeslea Trispora Mycelium Extract/C30-45 Olefin). “This innovative ingredient offers several key benefits, including enhanced skin elasticity and firmness, improved skin tone and effective skin barrier protection,” Rot explains. “It combines JD Jojoba oil with concentrated phytoene, creating a powerful anti-aging and high-performing active for glowing skin.
“Another key ingredient supporting these trends is JD Jojoba Oil (INCI: Simmondsia Chinensis (Jojoba) Seed Oil),” Rot adds. “Known for its multifaceted benefits in skin care, JD Jojoba Oil boosts collagen synthesis, enhances skin barrier function and is non-comedogenic with anti-inflammatory properties, making it ideal for sensitive and acne-prone skin.”
Planet Positive and Cultivation Conscious
Celia Brunel, US sales and operational marketing manager for Laboratoires Expanscience, believes that humanity’s wellness is inseparable from the health of the planet. “Naturality and sustainability have long been fashionable [but] they have now transitioned from trends to essential considerations for conscientious consumers.” She adds that today, consumers are not just looking for products that deliver results: “They're also seeking brands that align with their values and contribute positively to the planet.”
Per Brunel, it is no longer enough to affirm one’s commitment to being natural and sustainable. “Consumers are increasingly scrutinizing the origins of ingredients, demanding transparency and accountability from the brands they support. [C]ompanies must provide tangible evidence of their sustainability efforts.”
She explains that methods such as certifications (e.g., Fair for Life) are still valued by consumers but the industry is witnessing a shift in how ingredients are produced at every stage of the creation process, from the cultivation of raw materials to manufacturing processes. “New agricultural methods, paralleling organic farming, are emerging and offering various benefits with the use of these ingredients. Regenerative sourcing, in particular, goes beyond having a neutral impact on the planet; it positively enhances soil health and biodiversity.”
In this regard, Brunel highlights the company’s Gaïaline ingredient (INCI: Linum Usitatissimum (Linseed) Seed Oil), a liposoluble cosmetic active sourced from regenerative farming that reportedly has the ability to regenerate the skin.
“Extracted by molecular distillation, a green process without solvent, Gaïaline is obtained from French flaxseed oil, responsibly sourced from a farm certified ACS (“Au Cœur des Sols”) for its compliance with the standards of conservation agriculture,” she explains.
“Conservation agriculture is a method of regenerative sourcing, ensuring that the impact on the soil is not merely neutral but positive,” she adds. “This leads to the soil being in a better condition compared to its state prior to cultivation, resulting in various benefits including a reduced carbon footprint through decreased fuel consumption and enhanced CO2 storage in the soil, improved biodiversity and fortified soil integrity.”
Taking Action, Product Lifecycle and Transparency
“First and foremost, as there is no official definition, it is interesting to define what responsible beauty product means,” Claire Liu, market and digital manager for beauty care at Seppic writes. “It is about products with good performance, associated with significantly reduced negative impacts on people and the planet throughout the products’ lifecycles.” She adds that today, consumers expect brands to guarantee their marketing claims and to [keep] their promises. “More than ever, it's all about concrete action.”
She furthers that in order to be responsible, a beauty product must encompass proven sustainability and ethics. “To meet consumers' demand, brands will need to take into account the full product lifecycle, from its ingredients to packaging to shelves, and may rely on third-party validations.”
Liu also underscores the importance of transparency. “Among multiple consumers' expectations, transparency about ingredients is key. Hence, for ingredient producers, more and more traceability and assessments on the sourcing of raw materials, the manufacturing process and their impact on environment and people are increasingly foreseen.”
She points to the company’s brown alga ingredient, Sagacious (INCI: Propanediol (and) Himanthalia Elongata Extract), as an example. “[This] is a biomimetic, eco-designed anti-sagging active ingredient from Himanthalia elongata.” She explains that as a member of the Union for Ethical Bio Trade, Seppic Pontrieux is committed to biodiversity and local sourcing.
“The seaweed is organic, sourced in France and sustainably collected by local harvesters,” she explains. “Then, the extract is obtained from a patented and eco-designed process called ‘Coeur d'algue’ to achieve a concentrate of active molecules in a minimum [number] of steps, saving time and energy.”
Per Liu, the ingredient’s anti-sagging properties were inspired by the behavior of plants in space acting to maintain their integrity. “Sagacious demonstrates clinically proven anti-sagging efficacy and an innovative mode of action on all skin layers. By combining sustainable sourcing, eco-design, efficacy and inspiration, Sagacious can ensure great storytelling for responsible beauty brands.”
Natural, Clean and Microbe-vigilant
Geoff Waby, president and owner of Authentic Quality, sees the major drive for naturals in this responsible/sustainable space. “Due to environmental, regulatory and consumer pressure, products are becoming more ‘natural’ and pH neutral, with essential ingredients only. Preservative systems are becoming more restricted. This is absolutely the right way to go and is only the beginning,” he writes.
“The ‘natural’ or ‘clean beauty’ trend is fully in line with macro trends of sustainability and care for the planet and the population,” he adds. “Regulations will continue to restrict ingredients and globally align. In the U.S. market, this will be driven by the rollout of MoCRA over the next couple of years and the subsequent enforcement. Anyone involved in supplying the U.S. market will have to comply.”
However, he underscores the increased risk of contamination. “Microbiological contaminations currently account for more than half of cosmetic product recalls in the USA. The changes to formulation and packaging, including the adoption of refillable packs and home dilution of concentrated personal care products, plus the restriction of preservative systems, will further increase the risk of contamination events.”
Therefore, Waby emphasizes it is essential for personal care product manufacturers to review their facility and equipment design, training and operating practices, “and all of the other factors that were designed and implemented when formulations were more robust, to bring the risk back into balance and minimize future microbiological issues.”
The Personal Care Products Council, in combination with the University of Cincinnati, have developed a graduate certificate course in hygienic manufacturing to address these concerns and educate current and future leaders, Waby notes.
Digitization, Eco/Natural – and the Aging Population Opportunity
“Primarily driven by growing consumer demand for clean, planet-friendly ingredients, the beauty industry is shifting toward responsibly derived and sustainable products,” writes Manoj Misra, adjunct professor, University of Cincinnati. “Consumers prioritize sustainability, ethical practices, transparency about sourcing plus manufacturing, and authentic brand communication about actives and efficacy.”
According to Misra, new digital technologies will facilitate these transitions effectively. “In addition, social media influencers and personalization through AI/AR technologies continue to shape consumer preferences, especially among millennials and Gen Z generations seeking customized solutions aligned with their beliefs and values.” However, Misra sees a missed opportunity. “A clear gap and concern is the lack of inclusivity of the burgeoning aging population. Especially a lack of focus in assessing their age-relevant preferences, issues and ingredients.”
Misra projects several future directions for our industry – in the responsible beauty space and others. “The future of responsible, clean beauty trends likely would result in increased regulation, industry standards for transparency, expansion of clean and biotech ingredients, personalization through AI/AR, focus on authenticity and inclusivity, engagement through metaverse and digital platforms, and growth in emerging markets.”
He adds there is massive potential for the benefit of consumers especially enabled by the ongoing digitalization of the beauty industry, with increased data, evolving AI capabilities and blockchain technologies. “[This will result] in a breakthrough upswing in the ‘believability’ of claims, ingredient sourcing, product efficacy, appearance effects and accountability.”
Moving forward, Misra believes key technologies will combine the demand for natural ingredients with the planet-friendly concerns of consumers. “These are being addressed by advances in biotech, green chemistry to fuel the synthesis of plant-derived ingredients, and planet friendly resourcing and manufacturing.
“Utilization of large language models for the development of new and multifunctional materials [also] offers a unique opportunity for the beauty industry from [both] ingredient and sustainable packaging perspective[s]. Digital technologies like AI/AR for hyper personalization and virtual try-ons will continue to get more accurate and smarter to enable consumers [to] select from a palette of virtual products. This will drive costs down and make easier the availability and affordability of beauty products to larger populations and geographies.”
References
1. Rodrigues, A.C., Pires, P.B., Delgado, C., and Santos, J.D. (2024, Jun 11). Buying consideration drivers of environmentally friendly cosmetics. Springer. Available at https://link.springer.com/chapter/10.1007/978-3-031-57650-8_31
2. Grabenhofer, R. (2024, Apr 18). 9 Top trends + 30 beauty insights from in-cosmetics global 2024. Cosm & Toil. Available at https://www.cosmeticsandtoiletries.com/news/event-coverage/news/22893576/9-top-trends-30-beauty-insights-from-incosmetics-global-2024
