Clean beauty trend getting attention with 35% APAC consumers looking for cruelty-free beauty products, says GlobalData

With the clean beauty concept starting to open up in the Asia-Pacific (APAC) region lately, multinationals within the cosmetics & toiletries (C&T) industry are revamping their product portfolio with precisely tailored sensory properties and indulgent benefits. Against this backdrop, 35% consumers in APAC are actively looking for products with ‘cruelty-free’ claim while purchasing beauty/grooming products, says GlobalData, a leading data and analytics company.

GlobalData’s 2019 Q3 Consumer Survey reveals that 24% consumers look for ‘vegan’ claim, and in line with it, manufacturers are recouping the consumer trust by incorporating more natural clean ingredients.

Namrata Sain, Consumer Insights Analyst at GlobalData, explains: “Rising concerns among consumers around green chemistry with desire to adopt healthy lifestyle has given rise to the concept of organic and cruelty free beauty products.

“Therefore, the future of clean beauty not only claims to be ‘accredited’ natural or organic, but also should be aligned towards a healthy lifestyle. Brands who are putting consumers’ health at forefront are getting more traction with cosmetics free from allergens and infused with natural oils in an increasingly competitive market.”

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According to GlobalData’s 2019 Q3 Consumer Survey, 33% consumers in APAC actively look for Paraben-free products, whereas 32% respondents look for ‘silicone-free’ beauty/grooming products, as demand for C&T products with ‘100% natural’ claims will contribute to the future growth of the market.

In line with this emerging trend of organic beauty, one of the most popular brands of social media, Drunk Elephant, also known as ‘clean beauty’ brand, has been focusing majorly in cutting down on essential chemical oils, drying alcohols, silicone, chemical sunscreens, Fragrance/dyes and Sodium laureth sulfate (SLS).

Sain concludes: “As consumers continue to scrutinize the various components in the products they put on their skin, zero irritants will become the new standard of natural beauty with increased demand for stripped-back, ‘clean’ ingredients in the cosmetic sector.”

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