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54 BEAUTY BUZZ CLEAN UP IN THE BEAUTY AISLE BWy Emily Devon. e quite literally have the world at our fingertips. With a keyboard and the internet available anytime, consumers have the power to research what is and isn’t good for them before buying new products. Such power enables the everyday consumer to be aware of everything they need to know to make consciously driven choices. From 2014 to 2019, the organic cosmetics and toiletries distributors industry grew by 16 per cent.1 This increase was driven by the increasing popularity of ethical consumerism and growing demand for ‘chemically clean’ cosmetics and personal care products.1 It’s also predicted that this trend will continue 2 to grow over the next five years. “Clean beauty and skin care have definitely been on the rise in pharmacy, supermarket and retail,” pharmacy assistant Bradley Miller said. “Lots of companies are either starting up or creating new business arms to answer the clean beauty side of the business. Popularity is increasing with more people becoming aware of what ingredients are being used in their products, but also what social media influencers are using and reviewing.” Clean ingredients are key For a product to be deemed as ‘clean’, toxic ingredients should be avoided and only ingredients considered safe for the skin and body used, Mr Miller says. “Clean beauty and skin care means products that don’t contain toxic ingredients and an evolving list of toxic-related testing,” he said. “It also means that companies care about the health outcomes of customers and are willing to go the extra mile with testing and exploring new products people are howling for.” Mr Miller touched on some of the ingredients he prefers to recommend to RETAIL PHARMACY ASSISTANTS • JUN 2020