‘Toxic Beauty’ Documentary And The Growing Conversation Around ‘Clean’ Alternatives
Dermatologists and industry advocates are concerned about the public’s lack of trust in science and potentially misplaced faith in “clean” beauty, which “Toxic Beauty” screenings in the US, Canada and UK likely are only reinforcing.
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Revlon’s new PhotoReady Prime Plus Primers include a Perfecting + Smoothing variant boasting the “EWG Verified” seal. Meanwhile, P&G’s Herbal Essences has extended its own use of EWG credentials. The developments signal increasing industry openness to partnering with a longtime rival in the interest of bolstering confidence and winning fresh business in today’s hazard-averse consumer climate.
Cosmetics regulatory reform efforts continued in 2019, which also saw Congress’s first cosmetics safety hearing since 2016. Meanwhile, the “clean” beauty movement gained momentum, fueled by the widely held perception that outdated regulations are allowing cosmetics consumers to be exposed to dangerous chemicals.
Drunk Elephant is on track to record more than $100m in fiscal 2019 sales, reflecting compound annual growth north of 120% over the 2016-2019 period. Shiseido is drawn to the prestige brand’s digital savvy and popularity with younger consumers, in part due to its emphasis on “clean” skin care.