Beauty consumers are becoming increasingly knowledgeable about the ingredients behind their favorite products. 

With the rise of the vegan movement, the growing popularity of professional skinfluencers, and public outcry following cosmetic product-safety scandals, the demand for transparency in ingredients within the beauty industry is increasing year on year.

But how can you formulate cosmetics to meet and exceed this evolving market’s expectations? 

Our guide below outlines the two key safety and ethical issues that require careful ingredient selection and high levels of transparency on your part. Keep reading to learn how to impress the increasingly skeptical, safety-concerned, and ethically-aware cosmetics consumer base.

The Evolving Demand For Transparency In Beauty Ingredients 

From a product’s ethical origins to its effectiveness on the skin, and with an increasing interest in safety concerns, beauty fanatics are weighing up their options by conducting more thorough research before each purchase. 

This increased focus on ingredients is partially a reaction to revelations about major brands selling unsafe formulas - including the infamous Johnson & Johnson talcum powder scandal. 

The Johnson & Johnson case serves as an example of what happens when beauty brands overlook the health and safety of their ingredients, and attempt to mislead their consumers about the contents of their products. 

Case Study: The Johnson & Johnson’s Talcum Powder Scandal 

Numerous women launched class-action lawsuits alleging that asbestos in the company’s talcum powder influenced the development of their ovarian cancer.

The judge in the case accused Johnson & Johnson of misleading the public about their ingredients: quoted in NBC News, Judge Burlison stated that the multinational corporation “misrepresented the safety of these products for decades.”  

The impact of the scandal on Johnson & Johnson was immediate and stark. According to Dyer (2019), the company’s share price fell by 10% just hours after the investigation was published.

Not only has this scandal knocked consumer confidence in the brand, but according to a recent report in Forbes, the 50,000 talcum powder lawsuits will cost the multinational giant a further $700 million to resolve.

And the issues with Johnson & Johnson didn’t cease there. As noted by Today News, in 2021, the corporation became embroiled in more lawsuit action, in this case for their brand ‘OGX’, which is allegedly linked to hair loss. 

Consumer Awareness Regarding Beauty Formulas And Ingredients Is On The Rise

More and more revelations about potential safety concerns created a demand for a transparent beauty ingredient analyzing service.

Thanks to advances in technology, websites like INCIdecoder and cosDNA made it possible for everyday consumers to finally learn about the contents of each cosmetic product. These platforms analyze beauty products in simple language, ingredient by ingredient, while also raising the alarm about potential health and environmental risks. 

The rise of professional skinfluencers has also enabled the market to learn about the safety, effectiveness, and ethics of particular beauty ingredients.

Platforms like Instagram, YouTube, and Tiktok provide the opportunity for qualified estheticians, dermatologists, and other skincare experts to share their knowledge and recommend products. 

The Importance Of Clean Beauty For Small Cosmetics Brands

As outlined by the Johnson & Johnson example, product safety is one of the key areas where consumers are demanding ingredient transparency. The ‘clean’ beauty niche was developed in response to these concerns - and it’s growing rapidly.

Clean beauty simply refers to products formulated without toxic or harmful ingredients and with human health in mind. 

CleanHub’s 2023 survey found that consumers ranked ‘non-toxic’ products as the most important factor out of a total of seven when purchasing new beauty products. For small beauty brands like yours, living up to these expectations involves formulating your products carefully. 

It’s important to remember that ‘clean beauty’ doesn’t just refer to omitting ingredients that are legally banned - it also involves carefully evaluating the safety of even the most widespread ingredients and erring on the side of caution.

As noted by Santoro (2022), the FDA officially requires cosmetics to be formulated without any ingredient that can damage human health. However, it currently only officially bans 11 ingredients. To put that number into perspective, the EU Commission has banned over 1,300 ingredients in cosmetics to date. 

Consumers are increasingly aware of the most common legal-yet-potentially-harmful additives and the tendency for brands to ‘greenwash’. Plus, the law in the USA is also rapidly catching up.

For example, The Toxic-Free Cosmetics Act passed in Washington state in 2023. It prevents the use of PFAS, formaldehyde, methylene glycol, mercury, triclosan, and ortho-phthalates in beauty products sold in Washington from 2027 onwards. 

This industry is becoming more cautious and transparent about ingredients each year. Work with professional ‘clean’ beauty chemists to stay competitive and avoid any of these potentially harmful ingredients. The goal is to always formulate products with simple, short ingredient lists. 

The first step to creating clean transparent beauty that sells is finding the right supplier.

At Genie Supply, clean and safe formulations are at the heart of our skin care and color cosmetics manufacturing business. We are experts in formulating clean cosmetics from scratch, and our private label catalog is also proudly free from over 2,000+ potentially harmful ingredients. 

Look for the ‘Green + Clean At Genie Supply’ logo on our preformulated line to find skin care and color cosmetics completely free from petroleum or petroleum derivatives, drying alcohols, silicones, mica, and synthetic or natural fragrances. Learn more about clean beauty at Genie Supply here. 

Ingredient Transparency And Communicating Your ‘Clean Beauty’ Approach 

While a focus on better and healthier ingredients can add to your costs as a small business, it’s important to remember that a focus on quality and safety can allow your brand to charge higher prices. 

A 2017 study of the 174 best-selling moisturizers found that products touting ‘clean’ formulas cost more on average. In this case, “phthalate-free” moisturizers had a higher median price per ounce of $1.38, compared to $0.59 per ounce for the moisturizers that did not make similar ‘clean’ claims.

Don’t underestimate the power of marketing here  - these premium rates are only possible if your customers recognize your products as clean.

After investing time, effort, and money into your clean cosmetics line, it’s time to clearly communicate your ‘clean’ approach to the market. 

Product Packaging And Marketing 

A short and simple ingredients list is the first ‘clean’ green flag for consumers. Ensure your product packaging is clearly labeled and complies with the FDA’s labeling standards. Learn more about the FDA’s labeling standards in our full label guide here. 

An impressive ingredients list is not enough. Don’t forget to reiterate your clean beauty message on the front of your packaging and in your marketing promotions. This can be as simple as using words like ‘clean’ or phrases like ‘free from phthalates’.

Always check the legal rules and restrictions surrounding marketing claims before signing off on any product packaging design or marketing campaign. 

Ethics And Ingredient Transparency: The Importance Of Animal Welfare To Consumers 

Not only are consumers increasingly demanding safer products, but the market is also concerned about the ethical behavior of beauty brands - particularly when it comes to animal rights and the issue of animal cruelty. 

Vegan and cruelty-free ingredients are the main issues of concern, and it’s important to recognize that they are two distinct categories:

• Cruelty-free cosmetics are those made without testing on animals 

• Vegan cosmetics are those that do not contain any animal-derived ingredients 

For proper ingredient transparency, you must not confuse the two. One product can be cruelty-free yet not vegan, while another can be vegan yet not cruelty-free. 

Although prioritizing both is ideal, formulating with cruelty-free ingredients is particularly important and should take priority - ranking in second place out of seven in CleanHub’s 2023 survey on the most important factors for purchasing products. 

Communicating Your Vegan And Cruelty-Free Message 

Consumers, especially those who follow a vegan lifestyle, expect brands to be transparent and open about their ethical stance toward animal welfare. 

Once you have formulated your cruelty-free and/or vegan products, the best way to communicate this ethical message is through a certification logo on your product packaging. 

According to a UL survey, the most likely ‘green’ factor that would encourage consumers to buy a personal care product, and even to pay a 10% premium, was the Leaping Bunny logo next to the text “not animal tested”. 

Approval for The Leaping Bunny logo requires proof of no new animal testing in the entire creation of your product. That includes any potential animal testing by your business, all of the manufacturers involved, and any of your ingredient suppliers. 

Certification for 100% vegan cosmetics is also possible, including the Vegan Trademark from the Vegan Society. To qualify, your cosmetics must be 100% free from animal products. 

As a small brand owner, it’s natural to lack knowledge about the cruelty-free or vegan status of every single ingredient in any particular beauty formula. To avoid all confusion, work with professional chemists that specialize in cruelty-free and vegan skin care. 

At Genie Supply, we are experts at formulating new vegan, cruelty-free, and clean cosmetics to match certifying standards. Our Green & Clean private label range is also cruelty-free by default, and approximately 95% vegan (except formulas with beeswax, lanolin, or carmine). Learn more about vegan and cruelty-free cosmetics here. 

In sum, the most important takeaways for small brand owners when it comes to transparency in cosmetic ingredients are: 

• Understand the context behind the rise of clean and ethical beauty - including the ingredient safety scandals that damaged brands’ reputations and cost multi-millions in lawsuit settlements

• Recognize the importance of clean beauty - especially in the context of increasing legislation that is restricting certain ingredients from future formulas 

• Choose a beauty lab that specializes in clean, vegan, and cruelty-free ingredients to seamlessly formulate your ethical and safe cosmetics line

• Apply for certification logos and craft marketing campaigns that advertise your clean, vegan, or cruelty-free credentials to your consumer base  

Ready to create your own clean and ethical cosmetics range with ingredient transparency in mind? At Genie Supply, we’re specialists in clean, vegan, cruelty-free, and sustainable skin care and color cosmetics. To learn more about working with us, please call: (812) 3291105, or email: customerservice@geniesupply.com.