Much has been said about how the pandemic is motivating Americans to be more discerning about what they put in their bodies. But the crisis may also be having a big effect on what they put on their bodies.
“Consumers are more knowledgeable than ever about what they’re putting into their bodies and onto their skin, and there’s a desire to make healthy and environmentally conscious decisions,” said New York-based dermatologist Joshua Zeichner. Major retailers such as Sephora and Ulta Beauty designate as “clean” everything from face cleansers to eyeshadow if they omit ingredients known or suspected to harm humans or the environment, the companies said. Formulations that are vegan or don’t involve animal testing are also candidates for inclusion, and environmentally friendly packaging also comes into play, according to Ulta chief merchandising officer Monica Arnaudo.
Meanwhile, more than half of beauty and personal care products sold in the US are already paraben free, according to NielsenIQ. Still, the “free from” category is driving growth, the research firm said.
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