BeautyRetail

‘Clean Beauty’ Can Really Mean Anything

Clean beauty and its rules are continually reshaping within the beauty industry, with brands and retailers jumping on the buzz word but what does it truly mean to be 'clean'.

Published: Feb 15, 2023 3:22 PM

By Jeanel Alvarado

BeautyRetail

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BeautyRetail

‘Clean Beauty’ Can Really Mean Anything

Clean beauty and its rules are continually reshaping within the beauty industry, with brands and retailers jumping on the buzz word but what does it truly mean to be ‘clean’. Clean beauty is becoming a word most synonymous with organic, cruelty-free and paraben-free products, but there is currently no actual definition or regulations governing what exactly the term ‘clean’ means. The term has nonetheless been picked up by major retailers and beauty brands who promise to sell products that mean their own self declared ‘clean beauty standards’. While some brands and retailers are defining clean as natural ingredients, others include eco-friendly packaging and social transparency.

Earlier this week, Target released a press release claiming they are adding thousands of new, affordable self care products to their shelves as part of a merchandising refresh. “Clean beauty is a big deal for our guests and for Target.

Our guests are paying close attention to what they put in and on their bodies, from bath and skin care to vitamins and supplements,” said Cassandra Jones, SVP of Essentials and Beauty at Target.

“I’m proud that we’re adding affordable products from new and current brands that meet our Target Clean standards for ingredient transparency,” she said in a statement. We asked experts on their take on what ‘Clean’ in the beauty industry means and if it’s just another marketing buzz word, or does it hold some merit.

A vague concept leads to consumer confusion “Saying ‘clean’ is an industry buzzword is like saying ‘organic’ is a buzzword. The difference between the two is the lack of clear definition around clean, which is starting to dilute the original intent of the movement,” said Jenn Szekely, President at Coley Porter Bell US…

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