PERSONAL CARE
How indie beauty brands can meet consumers’ expectations post-COVID-19
As a result of greater environmental awareness and a focus on their health and wellness, consumers are spending more time researching the products and brands that align with their holistic lifestyle. They demand of brands to be accountable with greater transparency related to ingredient sourcing and manufacturing practices. To gain their loyalty, it is crucial for indie beauty brands8 to be value driven and offer tangible proof of their commitments. Croda’s Pascal Yvon and Anele Ntuli highlight key consumer expectations of indie beauty brands in a post-COVID-era.
A
LTHOUGH THERE HAS been a drastic
must, and regulations around the world state
increase in the demand for natural
it. Moreover, clean beauty is about safety
cosmetics, these days consumers
beyond regulatory requirements. It is about
look for more than just a product of natural
the precautionary principle and concerns for
origin. They demand naturality, a holistic
controversial ingredients.
approach in how ingredients are sourced and
This has continued to resonate during
produced as well as how the cosmetic product
the COVID-19 pandemic. With consumers
is manufactured.
now prioritising credentials such as safety,
To guarantee a true naturality claim to
sustainability and full transparency, the clean
consumers, it is very important to trace back
beauty movement has been embraced by many
everything from the final product to the seed
brands and retailers alike, each one developing
and focus on three main areas:
their standard, often with “no-no lists”. The
1. optimal selection of plant extracts with a
general agreement seems to imply that a clean
high concentration of active molecules;
beauty product has been developed with a
2. optimal manufacturing process to produce
heightened sense of safety for consumers.
quality ingredients; and 3. use of both natural extracts and natural formulation ingredients.
Meeting the rise of minimalism and clean beauty lifestyles, Rejuvasoft allows for one-pot processing and creates a premium
Croda’s many natural offerings include
conditioning base with minimal ingredients.
Natragem S140. This plant-derived versatile,
It can be used to create a variety of product
cold-processable solubiliser and effective
formats from light, detangling sprays to thick
cleanser is designed to incorporate a wide range of lipophilic ingredients into clear formulations and
and rich masks. Rejuvasoft can act on its own as a robust chassis or in combination with other hair care actives.7
can provide fantastic cleansing properties.7
RESPONSIBLE SOURCING Consumers are gravitating towards value-
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QUARTER 4 2021 // P&C AFRICA
CLEAN BEAUTY
driven brands with environmental and social
At its core, clean
stewardship. Thus, brands must implement an
beauty is about safety
eco-conception approach at every step of the
for human health,
development and production process, which
which of course is a
includes sourcing.
