We’ve rounded up the highlights from Mintel’s in-cosmetics Asia 2019 presentation about beauty ethics and, specifically, what clean beauty means to consumers in the Thai market.

Thai consumers are starting to show definitive growing needs towards natural and organic, with internal research indicating consumers would be willing to pay 27% more for natural products.

A defining feature of clean beauty is that it causes no harm to animals. As an example, L’Oréal aimed to reach the clean beauty market by launching a vegan hair colourant range. According to the Korean Vegetarian Union, vegetarianism is growing exponentially, and these consumers can also be targeted with vegan beauty products, as many will share similar values.

Clean beauty also considers the environment, with brands like Unilever leading recycling efforts by using 100% plastic bottles in their own sustainable beauty range. The L’Oreal Seed Phytonutrients range is another leading example of a sustainable beauty range aimed at this new market.

In short, there are some great examples of brands both leading and looking to fulfil this growing consumer desire. Clean beauty is here to stay, and your priority should be formulating natural cosmetics that work.

Discover how the cosmetics industry is adapting to the clean beauty trend.