The Rise of Clean Beauty: What It Means for the Industry

In recent years, a profound shift has taken place within the beauty industry, with consumers and brands alike embracing the growing trend of clean beauty. As the demand for transparency and sustainability grows, the beauty industry has been forced to reevaluate its practices and ingredients. 

This blog post will discuss the reasons behind the rise of clean beauty, the benefits and challenges of using clean beauty products, and the impact of this trend on consumer behaviour and the industry as a whole.

What is Clean Beauty?

Clean beauty is an approach to skincare, haircare, and cosmetics that prioritises products made with safe, non-toxic ingredients that promote transparency, sustainability, and ethical practices. 

The goal of clean beauty is to provide consumers with products that are free from potentially harmful ingredients commonly found in beauty products. These harmful ingredients include parabens, sulphates, artificial fragrances and other nasty chemicals that get absorbed into our bloodstream and over time increases a risk to our health. 

Instead, clean beauty products utilise natural and organic ingredients that are considered safe for both human health and with the environment in mind.

Close up face wash for blog


Greenwashing is a marketing strategy that represents a brand or product as eco-friendly or sustainable, when in reality, they may not be. It involves misleading marketing tactics aimed at creating a false perception of eco-friendliness, when their brand’s ethos is completely the opposite.

This tactic can be seen on product labels such as sunscreen where products claim to be “protecting reefs” This is a very vague statement to put on a product without a lot of information to it or the brand. 

Greenwashing can be deceiving, leaving consumers feeling misled and undermining the efforts of truly sustainable brands.

So Eco Biodegradable Facial Cleansing Brush and Waffle Headband OOP ()

The Shift in Consumer Behaviour 

One of the main driving forces behind the rise of clean beauty is the increasing consumer awareness regarding the potential health risks associated with certain ingredients commonly found in traditional beauty products. 

The truth is in the ingredients label, and only looking for products that are free from parabens, sulphates, phthalates, and synthetic fragrances, among other harmful substances. This heightened awareness has increased the demand for clean beauty products, urging the industry to respond and tell us exactly what we are putting on our skin. 

As a result, consumers are now focused on learning about the beneficial ingredients their skin needs, rather than trusting product labels.

Filler image eco

Industry Transparency 

Transparency plays a crucial role in clean beauty. Brands that embrace this philosophy provide detailed ingredient lists, often explaining the purpose and origin of each component. 

This allows consumers to make informed decisions about the products they choose to use, aligning their beauty routines with their values and individual needs. Not only is it beneficial for consumers, but it also makes a brand more reputable and likeable. 

Transparency is rated highly, therefore within this industry, the more open and honest about what products are doing to our overall health, the more we trust them.

looking in mirror

Buying Sustainable

So Eco makes it effortless for anyone to transition to eco-friendly products. We believe that making a positive change should be accessible to all, and that’s why we offer a wide variety of eco-friendly options. Whether you’re looking for sustainable makeup tools, responsible bath care solutions, or environmentally conscious hair brushes, So Eco has you covered.

Knowing that we can make a difference for the planet without compromising on quality or effectiveness motivates us to continue innovating and expanding our range of eco-friendly products. 

By embracing So Eco’s products, you can effortlessly integrate sustainable alternatives into your beauty and self-care routines. This accessibility to eco-friendly options encourages consumers to play an active role in preserving the planet without sacrificing their personal care needs. With So Eco, making the switch to eco-friendly beauty, becomes a rewarding experience for all!

So Eco Paddle Brush OOP ()

So Eco Complexion Set

The So Eco Complexion Set offers a 4-pack of latex-free, ultra-soft sponges that are perfect for blending cream, liquid, and powder products. These versatile and eco-friendly sponges ensure a seamless and natural finish, making them an essential tool for achieving a flawless complexion. Suitable for all skin types, these sponges provide a gentle and precise application, allowing you to effortlessly blend your makeup and achieve a perfect base. This set ensures you have more than enough high-quality sponges to last through numerous makeup applications. Ultimately, by opting for these sponges, you play a part in reducing your environmental footprint while enjoying a seamless and flawless makeup application.