Clean Beauty 2030

Trends Agency

During MakeUp in New York 2025, Cosmetics Inspiration & Creation hosted a special conference to discuss the future of Clean Beauty. Joining Cosmetics IC’s CIO, Leila Rochet, were Romain Galliard of The Detox Market and Jessica Tarangioli of FusionPKG. Together, they outlined how an intersectional approach to innovation is key to unlocking the sector’s potential as we head toward 2030.

New imperatives, fresh urgency

“Clean Beauty has moved on,” stated Leila Rochet. “When it started, Clean Beauty was about health, now it has to consider climate change, sustainability, ethics... It is about everything that relates us directly to nature.” Faced with these new imperatives - as well as a robustly pragmatic mindset from consumers and heightened expectations around performance - Leila stressed how Clean brands must move beyond a siloed approach. “As the category moves from niche to mainstream, and transparency and climate resilience become non-negotiable, brands must explore new pathways to innovation.”

The changing face of Clean

When it first opened its doors in 2010, Detox Market was the first Clean Beauty retailer in the US, so its founder, Romain Galliard, is better placed than most to know how the industry has evolved; “At the time when we started Detox Market, Clean Beauty did not exist. Awareness about ingredients in personal care was very low. Fast forward 15 years: now, brands can launch themselves on Shopify, TikTok… Even large retailers like Sephora have Clean Beauty options. Financing, manufacturing, and packaging have specialized in the sector. Awareness is high, and consumers care about ingredients and sustainability. Fifteen years ago, clean beauty was associated with lower performance; now, it is not.”

In a relatively short period of time, what was niche has well and truly trickled down to mass. And the data points to an ever-increasing sense of urgency from consumers; according to Nielsen IQ, 62% of consumers now consider sustainability more pivotal than they did two years ago. The quickly shifting sands of consumer expectation are accelerating demand for Clean and driving deeper standards of sustainability. Detox Market now invests heavily in education and impact measurement, partnering with the Good Face Project and Provenance to verify the claims of brands it carries. The clearest way this is communicated to shoppers is via “Climate Facts” (similar to the nutrition labels you see on food products), which show the carbon emissions, water usage, and plastic content of each product.

The refill revolution

FusionPKG offers turnkey solutions for brands operating in the Clean space; as President of Marketing and Turnkey, Jessica Tarangioli sees first-hand how indies are driving the sector forward, “Indie brands want to be clean and keep raising the bar.”

Packaging is a key sticking point for many, who are challenged to find sustainable solutions that don’t compromise the stability of the product. Offering refills is one possible solution - a notion which is rising in popularity (Nielsen notes a 60-64%increase in searches for refillable options in the US). “Refills require precise engineering,” says Tarangioli. “The system must be functional, intuitive, and maintain product integrity.”

Packaging is only part of the story. “Formulation must deliver,” insists Tarangioli. “SPF in refillable formats is challenging: stability, UV protection, and texture all must meet the same high standards.” FusionPKG tests product packaging rigorously to ensure the consumer experience is identical to or better than single-use packaging.

At a retail level, Galliard sees the consumer-facing benefits of the refill revolution: “Refillable options make consumers feel like they are part of the solution. From a brand perspective, refillables can increase loyalty, reduce acquisition costs, and create a sense of community around the brand. The infrastructure, logistics, and initial cost are higher, but the long-term benefits can be significant.”

Future-facing formulation

When it comes to formula, inclusivity and efficacy are the most prescient demands coming from consumers, noted Tarangioli. “Formulas must perform across diverse demographics,” she added. With the growing expectation of performance, biotech ingredients are also gaining traction. Tarangioli points to the growth in lab-grown actives, fermentation-based compounds, and sustainable botanicals being used by brands. There is also an increasing focus on multi-functionality and sensoriality: texture, feel, and finish are as important as efficacy. To navigate these increasingly complex and overlapping demands, Tarangioli’s advice is to “test early, test often.”

Demand for multi-functionality is also something Galliard has seen increase from Detox Market customers. “Skincare and sun protection lead the trend. Products that hydrate, protect against UV, and offer anti-aging benefits in one formula resonate strongly. Lip and eye care are also evolving in this direction.” Tarangioli added haircare to the list: “Shampoos that also treat, styling products with scalp benefits, and leave-in treatments with SPF are becoming more common.”

Streamlining in this way reduces clutter (and waste), and allows consumers to feel efficient while staying sustainable. “Multi-functional formulas are technically more challenging, but the consumer payoff is high,” says Tarangioli.

Accelerating towards 2030

So what does the future of Clean look like? For Galliard, it pivots on three key things - the expansion of biotech ingredients, the growth of refillable and reusable packaging, and the use of digital tools to improve transparency. Tantalisingly, he also proposes a fourth: “Personalization will merge with sustainability: products tailored to the consumer’s skin, with optimized environmental impact.”

Taragioli underscores the alignment of “multi-functional and high-performance products,” whilst also noting that inclusivity will continue to be critical: “Shades, skin types, and sensory experiences must work for everyone.”

For more insight into the future of Clean Beauty and other emergent trends, Cosmetics Inspiration & Creation’s latest Beauty Foresight book, Open Horizons, is available now.

Cosmetics Inspiration & Creation is an international trend forecasting and consulting agency founded in Paris in 2007. The agency is dedicated to driving beauty and wellness innovation, helping brands identify new pathways and realize long-term growth through strategic foresight and trend inspiration.

In a consultancy capacity, our global team of industry experts, cultural strategists, product developers, and beauty chemists works closely with brands to inspire new product directions and build innovative concepts. We have worked alongside the R&D departments of some of the world’s leading makeup and skincare brands, to elevate their scientific message and inspire future-proofed innovation.