In a thriving market of products designed to make you look your best, I want to take a sector and discuss a few brands that I think do my interpretation of 'clean beauty' really well.
CONCEPT:SKIN – Skincare for the Soul
'I decided to create skincare company that cares for the person within and their body; skincare that can restore the person within to their highest potential allowing them to flourish and thrive. Skincare that allows this inner working to be made manifest on the skin; skincare that generates a light within that is reflected out into the world .'
The words of the brand creator Chioma Esther Copeman explains this is a brand that brings joy to your life using the skin and her products as a means of doing it. She does this by taking wholly natural and organic ingredients in a similar way to aromatherapy and using their qualities to enhance your wellbeing, leaving you feeling empowered and enlightened. Her packaging is as simple and easily understandable, minimising as much waste as possible and still providing the consumer with a product they love. They also ensure their message is followed right through the brand even to the fact there is no animal testing and prices are fair, with no one being treated unfairly right through the production stage all the way to your bedside table. They also specify that their even their packaging is reusable and recyclable with glass bottles that can be returned to them professionally cleaned and filled with your favourite product.
The next brand is the Authentic Beauty Concept, which is a hair product brand that collaborates with people who have similar values to that of their brand.
'WE ARE ONE COMMUNITY SHARING ONE BELIEF'
Made from purified natural extracts to care for your specific hair needs.
'We believe what we leave out is as important as what we put in. We made the conscious choice to remain free from silicones, sulfates*, parabens, mineral oil or artificial colorants. We managed to be vegan in 28 out of 31 formulas and we are still working on the final three to become fully vegan. We want to produce products with integrity.'
This brand has also created a community of hairdressers, stylists and experts who use Authentic Beauty Concept to create their looks, building a community all about stripping it back and keeping it natural. With articles and stories on their website informing their consumer of expert tips covering everything from the perfect wash, to being able to style the an effortless messy bun, to a stand out evening look, each empowering their community to be their best self. I love this brand as it's so much more than just their products, because everything they do is focused on the results from their products and those chosen ingredients.
'The Ordinary is an evolving collection of treatments offering familiar, effective clinical technologies positioned to raise pricing and communication integrity in skincare. The brand was created to celebrate integrity in its most humble and true form. Its offering is pioneering, not in the familiar technologies it uses, but in its honesty and integrity. The Ordinary is born to disallow commodity to be disguised as ingenuity. The Ordinary is "Clinical formulations with integrity".'
Often in what's called functional beauty common technology is over exaggerated and enhanced in marketing of products, calling their processes and discoveries 'groundbreaking'. With this comes overpricing and The Ordinary aims to do the opposite. Their products are using familiar technologies with effective results being sold at reasonable prices and as a transparency about what they've done. Their collection is vast and each product is specific for certain results, however the mostest prices allow customers to create a skincare collection suited exactly to their needs without being told the overindulgent story around it.
I love all three of these brands because they have chosen exactly what they want to do and are doing it well, with complete honesty and openness about who they are and their processes meaning consumers know exactly what they are buying into as well as what's on the ingredients label. Their simplicity in packaging and branding makes the contents the core and the rest is there only because it's necessary. Three examples of the best 'clean beauty' brands.
St.
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