How does the green trend relate to anti-pollution?

By Lucy Whitehouse contact

- Last updated on GMT

How does the green trend relate to anti-pollution?
With anti-pollution now a primary focus for personal care innovation, how the trend interacts with other consumer demands is a key consideration.

Specialist research and consulting company, Organic Monitor, has released a report that considers the overlap between green concerns and the anti-pollution trend, ahead of its two upcoming Sustainable Cosmetics Summit events.

Natural & organic brands can create products that do not just protect the skin from pollution, but also have a lower impact on the environment and human health. Furthermore, such products could be marketed as truly sustainable​,” the company states.

The European edition of the Sustainable Cosmetics Summit will take place 24 - 26 October in Paris, while the Asia-Pacific edition will be 14 - 15 November in Hong Kong. Full details can be found here.

Naturals entering the trend

According to Organic Monitor, the overlap between anti-pollution and the demand for green beauty and skin care is being seen initially in the rise of anti-pollution ingredients that also boast natural and organic claims.

The palette of natural ingredients used for anti-pollution applications is widening. Green tea, artichokes, acai berry and moringa are some of the food ingredients making their way into cosmetic products because of their high levels of antioxidants and / or ability to protect skin cells​,” the company confirms.

It notes that Clarins in particular is one major brand tapping into this overlap, and is growing dedicated ‘anti-pollution plants’ to produce naturals actives for its skin care ranges.

Indeed, companies are developing completely new actives, such as IRB’s Pristinizer, that offer anti-pollution qualities while maintaining a natural profile.

Technical troubles: hurdles for naturals

According to Organic Monitor, however, the potential of the naturals and organics brands to dominate in the anti-pollution trend is currently being held up by technical hurdles.

“Developing green functional skincare products brings issues related to stability, preservation, and performance,”​ the firm explained.

“Derma E, REN and Tata Harper are some of the natural brands that have been successful in meeting the formulation challenge.”

Truly sustainable and green

Organic Monitor suggests that until brands are able to innovate and produce anti-pollution products in a truly sustainable and green way, there will be an irony at the heart of the anti-pollution trend.

“Growing awareness of air pollution and its environmental and health impacts are stimulating consumer demand for such products. However, [...] although such products are treating skin conditions caused by pollution, they can have a detrimental impact on the environment themselves,”​ the company states.

It falls on natural and organic brands, the company suggests, to create products that protect the skin and also reduce the impact of the category on the environment and on human health.

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