Consumers are becoming more and more conscious, better informed and more concerned about the safety and efficacy of products or ingredients they apply onto their skin.
Digital innovation continues to support transparency and knowledge among social media, and consumer education continues to grow at the same time

As people vary considerably from another there are varying consumer expectations, especially between regions where regulations as well as economic and societal trends are not the same.
After all, everyone appears to agree on safety, transparency and sustainability as the key pillars of Clean Beauty. Cosmetics needs to literally offer an added value!