CLEAN BEAUTY: THE BEAUTY TREND THAT'S BOOMING

If you've been following us closely, you've probably heard of the "Clean Beauty" movement, right?

Also known as Clean Beauty, this new trend has been part of our DNA for 8 years and has been transforming the beauty market lately. It's simply an alternative for those looking for healthy, natural products and who care about the environment. It all started in Japan, but today it is gaining more and more strength in the United States and worldwide, especially among millennials, who are increasingly embracing conscious consumption.

The movement values brand transparency in describing all the active ingredients that make up their products, that is, listing all the ingredients that are part of their formulation without concealing any, without using generic terms or false promises that the product cannot fulfill. Consumers have never been so concerned about the composition of cosmetics.

To be considered part of the "Clean Beauty" group of cosmetics, two basic rules must be followed:

1) All cosmetics and products must not contain any toxic active ingredients (parabens, silicones, sulfates) that can cause health risks and harm, such as skin redness, allergic reactions, hormonal changes, and irritation caused by non-natural fragrances. Their composition must contain at least 95% natural raw material.

2) All products must have a complete list of all ingredients used in the formulation of the cosmetic, as transparency with its public is one of the main ideologies of the clean beauty concept. All brands seek to provide information so that their customers know what they are buying, without the presence of misleading advertisements.

It is important not to confuse the movement with vegan, natural, or organic cosmetics, which, despite being similar, have several differences. The main concern of Clean Beauty is the development of toxin-free cosmetics, which does not mean they need to be vegan, organic, or natural. After all, an ingredient can be artificial or animal-derived and still not be toxic. At E.O., we are Natural, Vegan, and are moving towards organic growth. Today, we have lines that contain from 75% to 100% organic ingredients in their compositions, in addition to being up to 100% natural in origin.

According to The NPD Group agency, 50% of women are concerned about searching for information online before buying a product in a store, checking for the presence of toxic components in the formulation. Here in Brazil, the movement is becoming increasingly strong. A survey conducted by Mintel indicated that 54% of Brazilians are potential buyers of ethical and natural products, and are concerned about sustainability and the impact of harmful products on health and the environment.

A recent survey showed that a woman uses, daily, about 12 products with 168 different chemical substances, while men use 6 products containing about 85 ingredients. Some of these substances are toxic and can cause health problems when absorbed through the skin, inhaled, or ingested. The global Clean Beauty movement has come to bring positive changes and transform these cosmetic habits, which are still very common today.

For us at Essencial Organics, a basic premise is to maintain the skin health of all our customers. Therefore, we believe that nature is the only necessary means for the production of all our products. We seek to use raw materials that follow a healthy, pure, natural line and provide beauty care that is completely free of harmful toxins.

In addition, we care about the well-being of our planet and all forms of life on it. Therefore, the compositions of our products do not pollute the environment, we do not test on animals, and our packaging is 100% recyclable.

In addition to all the concern in creating natural products, the movement seeks to reduce the impact caused in production and takes care of the entire development chain, from planting, extraction, handling, transportation, packaging, and even the disposal of packaging. Today we have two seals that show our care and concern for the disposal of our packaging. The eureciclo seal, which recycles the weight amount of packaging we produce from the environment, and does not mean that only our packaging is recycled, they collect all types of material for recycling and make a compensation in relation to our production. We also have the seal, Reciclo Beleza Sustentável, where our packaging is collected at strategic points in cities, to be recycled. And in our stores, we offer benefits to those who bring our packaging back for recycling.

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