Jeb Gleason-Allured, Global Cosmetic Industry and Rachel Grabenhofer, Cosmetics & Toiletries

Clean beauty is something everyone is talking about without having ever settled on a universal definition of the concept. While the specifics may vary, most retailers, brands and even consumers appear to agree the key pillars of clean beauty include: safety, sustaina­bility, ethics and transparency.

In attempt to decode this market phenomenon, let’s start with a quote: “[O]ur mission is to get safer products into the hands of everyone … ” The woman who said this is Gregg Renfrew, CEO and founder of Beautyco­unter. Beautycounter grew 27% between 2017-2018. And, in 2018, Beautycounter was the most searched beauty brand online in the U.​S., generating $320 million in sales for the year, per NPD numbers. That makes it not only the largest digital-native brand, but also one of the top stand-alone brands in all of beauty.

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