products, ways of consuming, brands… trends to follow closely

A beauty routine that embraces environmental issues? It’s the bet of the clean beauty. A beauty trend that is asserting itself this year and promises to become essential for everyone. Gaining more and more followers every day, it changes our beauty habits to help us adopt new, more eco-responsible ones and invites us to show more solidarity, in particular through brand commitments in favor of various associations.

With still a rather vague concept for the consumer because not chartered by legislation, and multi-faceted initiatives (recycling of beauty products, support for associations, sourcing of ingredients, etc.), it is sometimes difficult to navigate. We interviewed Marion Massias, Expertise and Customer Experience Director at Oh My Cream to find out new beauty trends in this sector. The expert of the concept store dedicated to clean beauty (which rigorously selects the products that appear on its website and in the store) answers us. Make way for our clean beauty guide to pass the course of “more conscious and virtuous purchases” .

Clean cosmetics, green cosmetics, organic cosmetics: what are the differences?

Even if it has been gaining ground in our bathrooms for a few years now, clean cosmetics and its values ​​are still nebulous for many consumers. It, which is not governed by a regulatory definition as Marion Massias reminds us, is sometimes still confused with green cosmetics or organic cosmetics. “Clean cosmetics are not necessarily “green”” wishes to qualify expert Oh My Cream. Unlike green cosmetics, which can be roughly summed up as natural cosmetics, clean cosmetics can contain “quality synthetic ingredients (like hyaluronic acid, peptides etc)” which would not be authorized in green cosmetics. Similarly, a clean cosmetic is not necessarily certified by an organic label like an organic cosmetic. Important nuances to know before considering adopting it.

What is a clean beauty product according to Oh My Cream?

As you will have understood, although it has existed for several years, the clean beauty is still not regulated and chartered by clearly defined concepts. So how do you understand what you apply to your skin? At Oh My Cream, all products comply with a charter based on 3 founding principles:efficiencythe safety and theeco-responsibility.

“We focus on active ingredients (whose consistency and concentration we study)” says Marion Massias. Emphasizing that in France, we are particularly well protected by European legislation which is the strictest in the world concerning the active ingredients contained in our beauty products, the expert explains that, despite everything, Oh My Cream has drawn up a blacklist of ‘ingredients “which we prefer to temporarily set aside, until the legislator can definitively decide” as the expert says, in order to offer the cream of cleanliness to its customers. Finally, each brand referenced on the site must adopt at least an eco-responsible and evolving approach over time to maintain its place on the site. Stopping over-packaging, recycled or recyclable packaging, donating part of the profits to an NGO, limiting your carbon footprint by sourcing ingredients locally: this commitment can take on many aspects.

What to expect for the coming seasons?

For Marion Massias, future trends in clean cosmetics cannot only be considered in terms of products. From the outset, the expert announces that the emphasis will also be placed on the packaging of our beauty products this year – the latter wanting to be ever more respectful of the environment – as well as on a reorganization of the communication around the clean beauty to be more inclusive.

• Formats that are installed, packs that change

If it provides for the installation of refillable cosmetics (and their eco-responsible refill formats) in our beauty routines, the expert also mentions the growing use of “recycled plastics and single-material packs” for the future. At a time when plastic has not left our bathrooms and when consumers are still sometimes at a loss when it comes to throwing their tubes and jars in the right bin, these trends will facilitate the adoption of clean cosmetics. Between these containers designed to be reused and these packs that “simplify recycling” on a day-to-day basis, there are therefore good developments to come in this very polluting sector. So expect more 100% recycled and recyclable plastic bottles like that of the American brand Dr Bronner and more care and refillable make-up like the brands Respire, Kjaer Weis or La Crème Libre.

• A return to the basics on the formula side

Some consumers have sometimes found it difficult to favor clean skincare for fear of less efficiency, but it seems that the act of purchase is tending to be simplified this year. Marion Massias plans to use star ingredients in cosmetics such as fruit acids, hyaluronic acid, retinol or even its gentle natural alternative (bakuchiol) in clean beauty. Assets that are more easily identifiable by consumers and whose effectiveness is no longer to be proven. What do Aurélia London, Herbivore, Antipodes, Pai and a host of other clean brands have in common? They clearly display the promises of their products by mentioning one of these star active ingredients on their tubes, jars and bottles.

• More inclusive communication

Beyond its products and active ingredients, clean beauty intends to adopt the values ​​of inclusive beauty. Expect to “less photoshopped skin on advertising campaigns and more diversity”. A necessary improvement according to the expert, and which goes hand in hand with consumers with increasingly varied profiles “ranging from teenagers accompanied by their mothers to more mature women”.

3 clean brands to follow closely

• Odacity: this Franco-Californian brand, created in 2009, is one of Marion Massias’ favourites. And for good reason, still confidential in France, it relies on 100% natural formulas, without perfume and without synthetic preservatives, to respond to specific skin problems thanks to its approach inspired by naturopathy. But she does not forget the polished look of her packs, nor the aesthetics of her products, as evidenced by one of her essential treatments: blue balm, a multi-use repairing treatment with blue chamomile.

• Talm : little news among the brands that offer responsible and certified organic care, Talm is THE reference dedicated to all mothers before, during and after pregnancy. With its care that combines efficiency and safety, women can take care of themselves while breastfeeding with peace of mind. Its flagship product? The Mega Serum that applies during and after pregnancy to prevent stretch marks and make the skin more comfortable.

• Rowse : inviting us to reconnect with nature, this brand focuses on the essentials by offering raw skincare with active ingredients carefully sourced and selected for their sensoriality. Vegetable oils as face serum, floral waters instead of tonics and solid shampoos for eco-responsible hair care, the brand reinvents all the basics of your routine.

Passionate about writing and beauty, Elodie swaps her lipstick for her laptop to find you the best makeup, hair and skincare trends, and pro tips…