The presentation would like to foster discussion and clarification by presenting the main focus for each qualification as well as their extended interpretation.
Consumer demand for natural cosmetics has been continuously growing over recent years, with a great focus on truly natural products containing natural ingredients. Plants have been used in beauty and health for centuries around the world; ethnobotany revealed that plant properties are linked to their active molecules, a wide variety of secondary metabolites. These phytochemicals express a wide range of activities of high relevance and great interest in cosmetic applications such as antioxidant, anti-inflammatory, and antimicrobial.
The unprecedented situation created by COVID-19 generated a fulgurant acceleration in this consumer interest and request. Today, consumers want full naturality. It is not just about a product to address a fleeting trend; they want a series of attributes that address their long-term 360° lifestyle for wellness and holistic well-being goal. In addition to the lack of definition from regulatory bodies for “natural”, thus for “Natural beauty”, recent years have seen the emergence of many buzzwords used to describe industry market movements, such as “Clean beauty”, “Green beauty”, and more recently “Conscious beauty”, which are being used with various interpretations. This creates a serious confusion in the marketplace and possible consumer misconceptions, so clarification is needed.