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[\/vc_column_text][vc_column_text]CLEAN BEAUTY HAS AN IMAGE PROBLEM<\/span><\/i><\/strong><\/p>\n An influx of brand launches. A constant cycle of new, unregulated \u201cclean\u201d claims. Mounting consumer skepticism over brand transparency.<\/p>\n When there is no regulating body, who bears the burden?<\/p>\n You, the brands.<\/p>\n Indeed, according to The NPD Group, \u201c\u2018Clean\u2019 brands are taking on a role as experts at education, curation & connection.\u201d1<\/sup><\/p>\n To look at it another way, brands have a collective responsibility to define & protect the integrity of \u201cclean beauty\u201d\u2014and communicate it with clarity & transparency.<\/p>\n <\/p>\n WATCH OUT FOR THE WASHOUT<\/em><\/strong><\/p>\n The problem isn\u2019t clean beauty itself\u2014but in those that exploit it, using misleading claims, imagery or marketing ingredients to benefit from clean beauty\u2019s image without upholding its integrity.<\/p>\n This is called \u201cGreenwashing.\u201d<\/strong><\/p>\n The practice of greenwashing is not new. But the importance of understanding, recognizing & preventing greenwashing is, perhaps, more timely than ever. From 2014-2019, beauty & personal care product launches with free-from, ethical & environmental or natural claims increased 69%.2<\/sup><\/p>\n So\u2014more brands, more products, more claims, more mud in the water.<\/p>\n <\/p>\n CLEARING UP THE WATER<\/em><\/strong><\/p>\n Transparency begets trust. And while there is no one-size-fits-all solution, there are some foundational building blocks to help define your clean brand philosophy with truth, transparency & authenticity.<\/p>\n That\u2019s why we created our clean brand-building guide:<\/p>\n GOING GREEN AUTHENTICALLY IN A WORLD OF GREENWASHING<\/strong><\/p>\n Inside you will learn:<\/p>\n Click here for full access.<\/strong><\/p>\n Together, clean brands can ensure a clear path to clean beauty transparency.<\/p>\n <\/p>\n Need help on your clean beauty journey? Contact us to learn more about our expertise in clean makeup & skincare.<\/p>\n Sources: (1)\u00a0Larissa Jensen, Vice President, Beauty Industry Advisor, The NPD Group<\/a> (2)\u00a0Mintel<\/a>, GNPD<\/p>\n [\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n","protected":false},"excerpt":{"rendered":" Clean Beauty has an image problem. An influx of brand launches. A constant cycle of new, unregulated \u201cclean\u201d claims. Mounting consumer skepticism over brand transparency. When there is no regulating body, who bears the burden? You, the brands.<\/strong>.<\/p>\n","protected":false},"author":1,"featured_media":5870,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[84],"tags":[],"class_list":["post-5852","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-beauty-insights-blog-en"],"yoast_head":"\n\n