Clean beauty is returning to its roots: being safe and harm-free. In an era of efficacy-driven skincare, the effectiveness of clean beauty needs to be developed and proven. Brands can focus on the dual demand for safety and efficacy from those with sensitive skin to unlock future growth opportunities.
Tina He, Research Analyst, Beauty and Personal Care, China
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Executive summary
- Key issues covered in this Report
- The market
- Companies and brands
- Graph 1: leading efficacy claims in new clean beauty* product launches**, 2019-23
- Graph 2: share of new clean beauty* product launches, by major BPC category, 2019-23
- The consumer
- Graph 3: perceptions of clean beauty, 2022 vs 2023
- Graph 4: reasons for buying green BPC products, 2022 vs 2023
- Graph 5: barriers to buying green BPC products, 2021 vs 2023
- Graph 6: efficacies of green BPC products – gap between clean BPC products and regular BPC products, 2023
- Graph 7: efficacies of green BPC products, 2023
- Issues and insights
- What we think
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The market
- Market overview
- Market factors
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Companies and brands
- Marketing activities
- New product trends
- Graph 8: share of global new clean beauty* product launches in major BPC categories**, 2019-23
- Graph 9: leading BPC sub-categories in new clean beauty* product launches, 2019-23
- Graph 10: share of new clean beauty* product launches, by major BPC category, 2019-23
- Graph 11: claim categories in major BPC categories*, 2019-23
- Graph 12: leading ethical and environmental claims in new clean beauty* product launches, 2019-23
- Graph 13: leading free-from claims in new clean beauty* product launches, 2019-23
- Graph 14: leading efficacy claims in new clean beauty* product launches**, 2019-23
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The consumer
- Skin types and issues
- Graph 15: skin types and sensitivity, 2022-23
- Graph 16: skin issues, 2022-23
- Graph 17: skin issues, by skin sensitivity, 2023
- Changes in perceptions of clean beauty
- Graph 18: perceptions of clean beauty, 2022 vs 2023
- Graph 19: perceptions of clean beauty, by age, 2023
- Graph 20: perceptions of clean beauty, by gender, 2023
- Graph 21: female perceptions of clean beauty, 2022-2023
- Graph 22: male perceptions of clean beauty, 2022-23
- Purchase experience and intention
- Graph 23: purchase experience and intention, 2023
- Graph 24: purchase experience and intention, 2022 vs 2023
- Graph 25: purchase experience and intention, by gender – "Have not bought but interested in buying", 2023
- Graph 26: purchase experience and intention, by gender – "Have bought and will buy again", 2023
- Graph 27: purchase experience and intention, by skin sensitivity – "Have bought and will buy again", 2023
- Graph 28: purchase experience and intention, by skin sensitivity – "Have bought but will not buy again", 2023
- Changes in purchase intention for clean BPC products
- Graph 29: reasons for buying green BPC products, 2022 vs 2023
- Graph 30: reasons for buying green BPC products, by gender, 2023
- Graph 31: reasons for buying green BPC products, by age, 2023
- Graph 32: reasons for buying green BPC products, by attitudes towards simplifying skincare steps, 2023
- Changes in barriers to purchase for clean beauty products
- Graph 33: barriers to buying green BPC products, 2021 vs 2023
- Graph 34: barriers to buying green BPC products, by skin sensitivity, 2023
- Efficacy of clean beauty products
- Graph 35: efficacies of green BPC products, 2023
- Graph 36: efficacies of green BPC products – gap between clean BPC products and regular BPC products, 2023
- Graph 37: efficacies of green BPC products, by skin sensitivity, 2023
- Graph 38: efficacies of green BPC product efficacies, by barriers to purchase, 2023
- Graph 39: efficacies of green BPC products, by reason for purchase, 2023
- Attitudes to BPC products
- Graph 40: attitude towards simplifying skincare routine, by linkage between simplifying skincare routine and green BPC products, 2023
- Graph 41: attitude towards simplified formula, by linkage between simplified formula and green BPC products, 2023
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Issues and insights
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Appendix – methodology and abbreviations
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