The Au Naturel Appeal
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We’ve witnessed the recent mindset shifts from big-brand, corporate, and mass-produced products in many aspects of life. Consumers are switching to whole-ingredient foods, sustainable clothing purchasing, natural remedies, and vitamins instead of over-the-counter symptom reliefs. It’s no surprise that these same shifts have begun to show up in our skincare/beauty product choices as well. What has been labeled by Breakthrough Beauty as the “Ingredients Movement” sums up what these shifts entail and how we see their effects economically, socially, and in individuals’ lifestyles (Breakthrough Beauty, 2024).
Sale trends from 2023 demonstrate the shift from historically popular brands to “cleaner” ones, many of which advertise using fewer and more natural ingredients recommended by dermatologists and other professionals. Companies such as CeraVe, Neutrogena, and Eucerin have seen an increase in their sales over the past year. Whereas, companies such as Coppertone, Elf, and Jergens have seen a decrease. The former companies boast of using ingredients such as ceresin, salicylic acid, and 100% shea butter. The latter companies have been known to include harsh chemicals, such as avobenzone, which has been linked to irritation and allergic reactions. These sale shifts are a key example of consumers becoming more conscientious in their purchases and researching what their beauty/skincare products contain.
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Outside of ingredients, a shift has been made in what people prioritize in their beauty products. People are becoming increasingly mindful of using makeup products that have skincare benefits, contain SPF for sun protection, and target underlying issues, such as anti-inflammatory concealers for under-eye bags instead of simply covering up the dark spots. The main goal of this shift is to approach beauty from a preventative standpoint rather than covering up the damage later on. Focusing on the overall health benefits of the products purchased shows a prioritization of long-term health rather than a quick-fix solution.
Image Courtesy: Veolara Studio
Overall sustainability in beauty product purchasing is also a notable effect of the Ingredients Movement. Many brands have started to surface and become increasingly popular, claiming to be “zero-waste,” offering refillable containers to minimize plastic consumption and prioritizing recycled materials in their production processes. Some of these brands include Elate Cosmetics, River Organics, Sustain Yourself, and Zerra & Co. Similarly, while some people are choosing to switch over to sustainable brands, others are simply choosing to invest in high-quality, longer-lasting products as opposed to cheap, drug-store brands in hopes of making less frequent purchases for their beauty routines. Brands such as Fenty Beauty and Charlotte Tilbury, which are known for their quality and “a little goes a long way” usage, are chosen over brands such as Revlon, NYX, and L’Oreal, which are known to be less effective and lower quality, resulting in needing to use more of them and purchase them more frequently. Investing in higher qualities reflects a mindful approach to beauty purchasing and further research into product consumption.
Image Courtesy: Zero Waste Store
Sustainability and clean ingredients have become a main priority in the lifestyles of many individuals, specifically Gen Z. Whether this be an ingredient-based approach, a long-term benefit-based approach, or even a high-quality investment approach, these mindsets allow people to feel better about sustainability and lack of cruelty in their purchases, leading to a cleaner lifestyle overall.
Strike Out,
Writer: Sarah Bourloukas
Editor: Layne Schulte
Graphic Designer: Kate LaPine
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