The Fusion of Clean and Clinical Skin Care Drives Beauty Trends in 2023

Clean beauty has held many definitions over the years, and while an industry standard remains blurred, substantial progress has been made in product education and ingredient transparency courtesy of intensifying consumer demand. Those shopping for these products a decade or more ago would have found limited brand and product offerings on shelves, less accessibility across the retail landscape, and former buzzwords such as “green” and “natural” more commonplace. Today, these products perform like many of their mainstream competitors, rely on “clean” positions and align more closely with consumerism trends such as wellness and sustainable initiatives, found Kline in its new market research.

A decade ago, clean beauty only represented 11% of the total U.S. market, but today, that number has risen significantly to a 17% sales share, according to our Natural and Clean Beauty Regional Series report. Skin care, in particular, has been one of the most transformative areas, with clean players outperforming total skin care’s year-over-year growth. Additionally, skin care brands are employing product innovations and marketing strategies to win a bigger slice of the pie.

The latest trend is “clean-ical,” a fusion of clean and clinical-grade ingredients that combine multiple considerations of today’s skin care enthusiasts.

Look out for future skincare features that take a deeper dive into clean beauty. For more on recent launches in skincare, look here.