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. 

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: 

Transparent Beauty: easy and instant access to information has given consumers an opportunity to research every aspect of the brands they buy from. People now expect full disclosure about how their beauty ingredients and products have been sourced and made. And if it takes more than one click to find these details, they assume there is something to hide. 

Ethical & Sustainable Beauty: consumers are increasingly aware of the environmental and social impact of beauty products and are becoming ideological in their buying preferences. They want assurance that the environment, people and animals are treated fairly at every step of the production process. 

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. 

Minimalistic Beauty: the global recession has inspired some consumers to consider the benefits of a less materialistic lifestyle. With many people focusing on the simple things in life and a “less is more” approach, demand for more basic, single-ingredient beauty products in no-frills packaging is on the increase. 

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 farm to face – DSM has solutions to give your beauty products that feel-good factor. 

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

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