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Pioneers in Clean Beauty See a Paradigm Shift

Clean beauty has moved from a niche to a thriving segment as consumers learn more about ingredients in their products.
“From 2007 through 2017, the global value of naturals expanded from $7 billion to $15 billion,” said Kirsten Kjaer Weis, chief executive and founder of natural makeup brand Kjaer Weis.
Weis joined other pioneers of natural beauty, Follain founder and ceo Tara Foley and James Walker, president and cofounder of W3ll People, who discussed the booming business while also tackling the challenges.
“The struggle is real,” Walker said, referring to the ongoing issues facing the industry such as the “murky” definition of what constitutes a clean brand. Beauty, especially in the U.S., remains one of the least regulated industries, the group said.
To take the guesswork out of the industry, all 80 brands sold online and in six physical stores at Follain go through a strict process to ensure there are no endocrine disruptors, allergens, carcinogens and a full list of other ingredients listed on its web site. Foley also insists on high performance because natural is held to a higher standard.
“When a woman tries a conventional product and it doesn’t work, she’ll move on to another conventional brand. But when a woman tries

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Via:: https://wwd.com/beauty-industry-news/beauty-features/pioneers-in-clean-beauty-see-paradigm-shift-1202908734/