Searching for Standards in the Clean Beauty Revolution


Most retail buyers don’t have degrees in cosmetic chemistry; and yet, the rapid growth of the clean beauty revolution has left many buyers with the time-consuming task of determining whether brands meet their clean standards. Let’s take a closer look at this problem and how Landing’s new Clean PreCheck tool can present a solution. 

The Clean Beauty Boom: 

Since it first started building momentum in the early 2000s, the clean beauty movement has grown into a dominating force in the industry. In 2020, clean brands accounted for 13 percent of prestige and luxury skin care sales, more than doubling its impact from just four years earlier. The trend is expected to continue, with forecasters anticipating a CAGR of 12.07% for the clean beauty market as a whole.

The Clean Conundrum:

While consumer demand has increased for clean products, so has confusion about what clean really means. With no standard definition set by the USFDA, the responsibility to define clean has fallen on both brands and retailers. Clean-only retailers like Credo Beauty have set the defining standard for clean beauty diehards, while conventional retailers like Ulta and Sephora have set their own standards for their clean beauty programs. 

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Determining Compliance For Clean Standards: 

With over 2700 individual ingredients included in Credo’s banned list alone, it can be a challenge for brands to determine whether they meet retailer standards. Brands may think they qualify or be told by their manufacturers that they qualify only to discover disqualifying ingredients months into the pitching process. Retailers are left reviewing hundreds of brands every month that simply don’t meet their requirements, leading to frustrating wasted time for both brands and retail buyers. 

Meet Landing’s Clean PreCheck Tool:

Featuring over 5000 ingredients, Landing’s Clean PreCheck tool makes it easy for brands to cross-check their ingredients against retailer clean standards, saving hours of time wasted on both sides. After simply inputting each product’s ingredients, brands can see which retailer standards they qualify for. On the retailer side, buyers can browse a curated list of brands pre-qualified for their clean standards so they never waste time reviewing a brand that isn’t a match. For more information, get in touch with our team for a free demo of the tool.

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