Clean Beauty is Being Reshaped by Democratization & Demands for Proven Efficacy

Jun 27th, 2024

The adoption of clean beauty by lower-income shoppers is having a significant impact on the category.

The adoption of clean beauty by lower-income shoppers is having a significant impact on the category.

Mahdi Bafande at Adobe Stock

Clean beauty consumers are increasingly low-income, according to a recent Social Standards report, pointing to a rising democratization of the category. At the same time, higher-income shoppers are migrating toward clinically effective and expert-backed brands. What does this mean for the future of clean beauty?

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