Rethink clean beauty with silicones

It might seem like a simple question, but why do people buy natural products? According to a report by Denise Herich of The Benchmarking Company, 68 percent of consumers buy naturaland organic products. 1 Of those surveyed, 95 percent said they buy more natural products than they did 10 years ago. At the same time, 95 percent of consumers surveyed cite product efficacy as the most important factor when they choose products. As a result, the cosmetics market is evolving to support priorities like safety, performance and responsibility.

Safe and eco-friendly?

The benefit of natural products is they’re generally considered ‘better for the environment’ by consumers – though this may not always be the case. Theoretically, these products align with the goals of consumers concerned with the toxicity and pollution of rinse-off products in water systems and oceans. While natural products may sometimes be safer for the environment, the question remains whether they’re safer for human health?

If you ask 500 people, ‘what would yourather put on your skin – pure silicones or pure essential oils’ the majority will likely choose essential oils. Indeed, a number of studies suggest atopic dermatitis has been on the rise since the ’60s, possibly due to environmental agents. 2 But that’s not the entire story.

‘Natural’ is implicitly equated withsafety, yet, ironically, essential oils are a quintessential example of naturalingredients laden with allergens. Even jojoba oil, ubiquitous in ‘sensitive’ products, is a proven source of contact dermatitis and sensitisation 3 . Still, the majority of consumers are unaware that natural ingredients can cause severe reactions.

Certain allergens and harmful irritants can be disguised by natural ingredients. It’s up to brands and retailers to protect consumers by providing factual information.

‘The entire beauty industry needs to be transparent,’ adds Arriagada.