The clean beauty movement, once a niche trend championed by the likes of Goop, has gone mainstream. A new report, released in February 2019 by the British Soil Association Certification, announced that conscious consumerism pushed the UK organic beauty and wellbeing market to an all-time high, with millennials and Gen Z leading the way. “There is no doubt the tide has turned on sustainable beauty and wellbeing,” says CEO of Soil Association Certification, Martin Sawyer. Beauty products in Europe certified with Soil Association COSMOS doubled last year to reach more than 10,000 products across 794 brands, pushing the sector into its eighth consecutive year of growth.
