“The clean beauty movement is here to stay”: Genie Supply on big transformations in an evolving sector

30 Nov 2023 --- The clean beauty trend continues to gain traction as more consumers search for cosmetics free from harmful chemicals. Personal Care Insights speaks with Genie Supply as brands in the personal care industry are removing parabens, phthalates, sulfates and synthetic fragrances from their products to cater to an emerging “natural” preferred audience.

Genie Supply is a beauty lab for entrepreneurs currently focusing on developing clean beauty solutions to capitalize on the demand for natural ingredients. “Clean beauty” to the company means choosing ingredients, packaging and processes that do not negatively impact human health or the planet. 

 Its manufacturing facility provides development and testing “by beauty founders, for beauty founders.” 

CEO Megan Cox says that could mean “developing and testing the newest and coolest new products diligently behind the scenes, or sometimes we’re simply facilitating the scale-up of the newest viral beauty products made by independent beauty creators.” 

What sets your approach to clean beauty apart from others on the market?
Cox: We stand out in the contract manufacturing realm of clean beauty due to our flexible approach. Understanding the lack of a universally regulated definition for clean beauty, we empower our client brands to make the choices that best align with their clean beauty standards. We make this very easy with our private labeled products by clearly marking the products with icons that denote what standards the products adhere to. We have a rigorous intake process for custom development to distill down what matters most to the client and best understand what clean means to them.

Clean beauty “is here to stay,” according to the CEO of Genie Supply.As a contract manufacturer, we don’t impose a singular definition. Still, we facilitate our clients in seamlessly adhering to their preferred clean beauty criteria, drawing from established retailer clean standards.

Our core commitment revolves around minimizing the adverse impact on human health and the environment while respecting the diverse standards of our client brands. We meticulously design products and processes that prioritize environmental sustainability, exclusively utilizing ingredients that are easily biodegradable or efficiently filtered out by water treatment systems. We aim to be a valuable partner in your journey toward creating cleaner and more sustainable beauty products.

What trends are you witnessing in clean beauty? Where do you think they will continue?
Cox: We’ve observed a notable shift in the clean beauty landscape, with people becoming more cautious about overly restrictive practices that were somewhat reminiscent of orthorexia in the dieting space. Orthorexia is an obsession with eating healthy food.

The recognition that fear-mongering and misinformation could lead to extreme ingredient exclusion has prompted a more balanced approach. Consumers seek comprehensive and well-founded information before permanently eliminating certain ingredients from their routines. 

Since a significant amount of research in this field is still inconclusive, adopting a nuanced perspective becomes crucial to making informed decisions. Essentially, we’re witnessing a healthier and more holistic interpretation of what “clean” truly entails. This shift prioritizes making responsible choices to minimize harm and promote the well-being of both individuals and the planet in a sustainable and ongoing manner.

Is clean beauty better for the skin than synthetic products?
Cox: Not necessarily. When it comes to skin care products, the efficacy and safety of natural or synthetic ingredients should be evaluated from the perspective of both individual and planetary health.Genie Supply warns misinformation might permeate the clean beauty sector.

In the cosmetics industry, many synthetic ingredients backed by extensive research offer remarkable benefits for the skin and can often outperform their natural counterparts. However, it’s worth noting that ingredient manufacturers have been increasingly committed to developing new compounds derived from renewable and upcycled sources. With advancements in biotechnology, these ingredients can now perform as effectively as traditional ones. The things we’ve seen this year — for example, at New York and California Cosmetic Chemist’s Suppliers Day — have outpaced anything I’ve seen before regarding innovation and commitment to sustainability and performance.

In the current landscape, what we see in the clean beauty space is essentially version one or two of these products. They may not have performed as well as traditional products in terms of texture, application or results compared to their synthetic counterparts. However, it’s essential to acknowledge that this is rapidly changing. Over the next five years, we can anticipate the emergence of clean beauty products that meet the highest safety standards and deliver exceptional performance, bridging the gap between natural and synthetic ingredients.

How do you think clean beauty will evolve for cosmetic products?
Cox: The clean beauty movement is here to stay, and it represents the future of the beauty industry. Sometimes, these shifts might not be immediately apparent as the industry transforms. However, it’s important to recognize that clean beauty is not just a passing trend but a long-term evolution that will continue to shape the industry in years to come.

Additionally, in life in general — not just the beauty space — I encourage everyone to hold room for ambiguity and resist making quick, black-and-white judgments. Through careful consideration and a nuanced approach, we can make more informed decisions that benefit us all.

By Sabine Waldeck