L-R clockwise. Leon Bailey-Green (editor, Upper Clash), Laetitia Arfi (sales director, APG Ecommerce Solutions), Sarah Brown (founder, Pai Skincare), Kevin Davis (founder, The Designlab), Stelios Pardalakis (founder, Stellar Search), Claire Muir (commercial director, Seko Logistics), Debbie Trumper (beauty brand consultant), Natanel Bigger (founder, Monpure London), Jessica Blackler (founder, Jecca Blac), Abi Weeds (managing director, Odylique).
RETAIL COMMERCE DISCUSSION, Episode 7
Defining Clean Beauty And Communicating Brand Values
In this discussion we talk to founders of cosmetics brands about what ‘clean beauty’ really means.
Brands are increasingly associating their products with ethical credentials not limited to ‘organic’, ‘natural’, ‘vegan’, ‘sustainable’, ‘cruelty free’ and ‘non-toxic’, but what do consumers understand of the umbrella term ‘clean’?
Make-up brand Jecca Blac, founded by Jessica Blackler, is certified vegan and cruelty free. Moving towards being certified natural is something for the future, as founder Jessica says it has to be done right and “it takes time.” She understands her customer’s immediate priority isn’t natural formulations but products that cover beard shadow and feminise the face – Jecca Blac’s target market is transgender women who rely on these products to work.
Monpure London strives for clean formulas but founder Natanel Bigger is keen to remind “natural isn’t always better or safe.” His luxury haircare brand explains clearly on its website the purpose and science behind ingredients found in its products. It all helps to educate the consumer that is increasingly looking to be armed with information about what they’re putting on their skin.
“It’s vital for brands to educate the consumer that organic skin and body care isn’t regulated in the same way as organic food” says Odylique founder Abi Weeds. The brand’s products are certified organic by the soil association.
Pai Skincare founder Sarah Brown doesn’t like the term ‘clean beauty’. Whilst she appreciates the catch-all term has driven interest in the natural category she says “It’s very ill-defined, it means different things to different customers.”
Jessica, Natanel, Abi and Sarah were joined by Laetitia Arfi, Kevin Davis, Claire Muir, Stelios Pardalakis and Debbie Trumper for this discussion hosted by Upper Clash director and editor Leon Bailey-Green.
Beauty brand consultant Debbie shared views on clean from the perspective of retail buyers.
The Middle East is a booming market for beauty brands. Laetitia, from cross border delivery provider APG Ecommerce Solutions, gave advice on shipping and customs for brands wanting to tap into that, and other, international markets.
Kevin, from creative design and digital agency The Designlab, offered thoughts on communicating brand values authentically.
Considerations for sustainability were shared by Claire Muir from warehouse and fulfilment provider Seko Logistics.
Insights on the growth in Google searches for natural and organic cosmetics, both in the UK and internationally, were revealed by Stelios from marketing agency Stellar Search.
Scroll down for the long edit.
Is natural always better? – 1 Minute 41 Seconds.
What does clean beauty really mean? – 1 Minute 33 Seconds.
The global demand for natural cosmetics – 2 Minutes 35 Seconds.
Growth and opportunity in the organic market – 1 Minute 26 Seconds.
Education and consultation; learning about cosmetic ingredients – 1 Minute 24 Seconds.
Why these founders started their brands – 1 Minute 16 Seconds.
The importance of certification – 1 Minute 57 Seconds.
Retailing clean cosmetics – 1 Minute 28 Seconds.
The Long Edit – 26 Minutes 8 Seconds.