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Wellness Watchlist: Top Clean Beauty Brands

With the shift towards wellness and sourcing accountability, the beauty industry is changing. Clean products are no longer a nice-to-have — customers interested in wellness expect beauty brands to be cruelty-free and use clean, sustainable ingredients. In 2018, Sephora reacted to this shift, by launching Clean at Sephora. Motto: “The beauty you want, minus the ingredients you might not.” Lately, beauty has earned credibility as being more than a superficial space — it's about expression, empowerment, and feeling good. Below are five beauty brands in the wellness space we’re watching:top-view-salts-cream-containerSource

Glow Recipe

In a saturated market, Glow Recipe has clear differentiation as told by their tagline: Natural Korean beauty, hand-picked with love. Founders Sarah Lee and Christine Chang, former VPs of global marketing at L'Oréal, launched the brand in 2014 when they saw an opportunity with the rising K-beauty trend and their bicultural backgrounds. The brand has two promises: natural, harsh-free products and the latest skincare trends from Korea. The newest line, Sweet Chef, uses vegetables and vitamins to “boost your skin’s vitality and deliver a healthy radiance."

 

Drunk Elephant

Drunk Elephant created its own category: Clean Compatible. After being frustrated with trying to treat her own skin issues, founder Tiffany Masterson taught herself about skin and ingredients. She identified six ingredients at the root of almost every skin issue, as the brand refers to them: The Suspicious 6. The brand has clear differentiation by using ingredients based on biocompatibility, both natural and synthetic — as long as they’re non-toxic.

 

Briogeo

Briogeo is known for naturally-based, personalized hair care products. The brand encourages fans to rethink their beauty routines and share how it feels to be #goingclean. Briogeo recently moved into the wellness space with its multifunctional product line B. Well. The first two products in the line, castor oil and tea tree oil, are crafted to nourish hair, skin, eyebrows, and eyelashes. Just as Briogeo expanded outside of its hair focus to skin and body, we predict other brands in the beauty space will begin pushing “all over wellness” products.

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