Clean beauty sales are continuing their upward trend, in spite of the coronavirus pandemic. 🔐
Clean beauty sales are continuing their upward trend, in spite of both the coronavirus pandemic and its following economic downturn.
Brands showing a commitment to product safety, as well as an adherence to the principles of “clean” beauty are reporting optimistic sales outlooks. One of the earlier pioneers of the movement, Beautycounter, sees the shift as part of a long-trending rise, only accentuated by the pandemic. “Clean beauty has been trending upwards.
Other clean brands have yet to report the sales declines plaguing the rest of the industry. “We haven’t seen any attrition at all; our sales have been surprisingly resilient in the channels that are open,” said Oliver Sweatman, cofounder of skin care brand Ursa Major. Despite retail partners such as Credo Beauty closing physical locations, Sweatman noted an increase in e-commerce sales.
Jaime Schmidt, founder of Schmidt’s Naturals, communicated a similar approach from her customers, who are focusing their buying power behind practical, essential products. “It’s about practical products you can trust, which is a sweet spot between heritage brands and more indie ones,” Schmidt said.
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