Clean label in the personal care sector

Market research shows consumers now rank natural ingredients and environmental impact as more important to them than brand recognition and product descriptions. They expect personalised products from a company whose values align with their own.

Brands across the sector from skincare to haircare, make-up to feminine care products are therefore keen to promote their sustainability credentials and an overall “better-for-you” ethos. This is not only a driving force with the big brands but it’s enabling smaller, niche and natural bands to enter the market and capture a new audience that’s ready for products that better reflect their wellness, health and lifestyle goals.