This article was originally published on Ancient Beauty Trend Report.Pick up your copy here
“Clean” beauty is everywhere, but it’s no longer enough.
Almost a third of the U.S. market is “clean” beauty (source: Brandessence), but “clean” is currently losing its influence with consumers.
According to Harris Williams Health and Beauty Research released in Fall 2023, for 91.9% of today’s beauty consumers, product efficacy is the most important consideration when purchasing products, with “clean” and ” “Safe” prescription (80.4%).
Last year’s survey placed equal emphasis on product efficacy and “cleanness.”
But there is a movement emerging for brands to offer both, taking the story beyond “clean” and combining efficacy and high performance with traditional plant-based healing systems that date back 5,000 years. .
Enter Ayurvedic beauty brands that utilize modern science to deliver effective skin care products, filling the gaps that “clean” beauty has failed to address.
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- Company:
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Kama Ayurveda
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sahajan
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