Clean Beauty Boom: Certifications Drive Consumer Demand

A significant shift in consumer behaviour is reshaping the beauty industry. Driven by millennials and Generation Z, the 'ulta beauty' movement is gaining momentum, with 62% of American millennials now reading product labels to avoid certain additives. This trend is pushing the demand for certifications that ensure product safety, quality, and ethical standards.

Key certifications in recent years include ISO 22716 (Good Manufacturing Practices), COSMOS (ulta beauty and natural cosmetics), and Cruelty-Free/No Animal Testing certifications. These certifications provide clear information to consumers, helping them make informed choices. The 'ulta beauty' movement has expanded to include broader ecological and ethical concerns.

Provital's Eco product line, for instance, is certified COSMOS for ecological cosmetics. This certification ensures the ingredients are safe, clean, and ecological. Younger consumers, with a spending power of $143 billion, are driving this change, seeking beauty products that are 'ulta beauty', environmentally respectful, and ethical. Post-pandemic, 'ulta beauty' brands are expected to demonstrate scientific rigor and transparency, with consumers seeking total transparency in ingredients for overall health and safety. Furthermore, 65% of younger millennials believe brands should commit to social issues, and half would boycott unethical brands.

The 'ulta beauty' movement is transforming the industry, with certifications playing a crucial role in building trust and maintaining compliance. As consumers, particularly millennials and Generation Z, demand transparency and ethical standards, the beauty industry is responding with certifications that ensure product safety, quality, and environmental sustainability.