A good beauty approach to beauty and personal care

The quest for truth, transparency, and guilt-free beauty care ingredients

News travels fast in our digital world and it’s now easier than ever before to access information. But in an era of “post-truth”, “fake news” and “alternative facts”, who and what should we believe?  Every year, the Edelman Trust Barometer polls more than 33,000 people across 28 countries. Its 2018 trust and credibility survey found that globally, nearly seven in 10 respondents among the general population have concerns about false information. And what’s more, according to this study, the media is now the least-trusted institution1

A growing number of people are responding to this sense of mistrust by looking for more authentic and socially-responsible ways of living and consuming. According to Mintel, 35% of consumers aged 16-24 in the UK are likely to buy products from companies with fair trade practices. And in the US, 33% of consumers associate environmental friendliness with ethical practices. Voices of authority, such has technical and academic experts are also regaining their credibility, with many people, once again, seeking expert advice before making decisions2. There is therefore a real opportunity here for the beauty industry to develop more authentic approaches and give consumers the ethical reassurance they are looking for. 

1 https://www.edelman.com/trust-barometer
2 Mintel

The virtues of the Good Beauty trend 

Consumers are beginning to value “feel-good”, “guilt-free” and products they can trust over luxury and status items.  Long-established values and traditions are also coming back in vogue. DSM’s latest market study shows that this growing enthusiasm for “Good Beauty” approaches has various trend expressions: 

Natural Beauty:

As urban living cuts more and more people off from the great outdoors, consumers are looking for other ways to connect with nature. One way they can do this is by using organic and natural beauty products, made without artificial ingredients, additives or processing.


Prepare for the regenerative revolution. (Yes, it really is as good as it sounds.). Imagine a world in which products and services don’t just relieve the guilt of climate-conscious consumers, but actually put the brakes on climate change. Some distant utopia this is not: regenerative methods that conserve and rehabilitate our planet are taking root across the globe, and progressive brands are joining the movement. Welcome to the age of TERRAPY, in which consumerism goes hand-in-hand with climate activism.


The future of conscious consumerism is a matter of facts. Jaded by empty virtue signaling and hungry for transparency, tomorrow’s consumers will respect brands that put their values first — literally. We’re talking about meaningful labels. Carbon footprint, workers’ rights, environmental sustainability. Help consumers vote with their money by measuring your brand’s impact and making those results visible for anyone who is interested, in no-nonsense terminology.

Crafted Beauty: 

As virtual, digital experiences become increasingly popular, many consumers are seeking out the reassurance of real beauty products, made from real ingredients and by real people. Authenticity, local tradition and craftsmanship are the watchwords of this trend expression. 

From transparent labeling systems, to natural and sustainable beauty ingredients – ethically produced, and traceable, from Farming for BeautyTM  –DSM has solutions to give your beauty products that feel-good factor. 

Related Products



    ALPAFLOR® EDELWEISS CB is an organic bioactive that protects skin barrier, enhances skin resistance to external stress factors and provides an ultimate skin sensation. It is COSMOS and NATRUE organic certified and Fair for Life fair trade certified.



    The multifunctional microbiome-friendly ingredient TILAMAR® PDO with NØØVISTA is the first made-in-Europe cosmetic 1,3-propanediol, 100% bio-sourced and originated from non-GMO and palm oil-free feedstocks.



    PARSOL® EHT is the UV filter ingredient can be used to achieve a high SPF at low concentrations, so it has an attractive eco-profile that makes it ideal for developing high Eco-class sun care formulations.



    The natural skin care ingredient BEAUACTIVE® gives skin an improved appearance after the age of 30 due to a visible reduction of conspicuous facial pores and age spots.

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