Beauty Revolution: “Clean Beauty” Trends to Watch For in 2020

The beauty industry may flourish on innovations but this year an unhurried viewpoint is on the horizon, with continuous movements thriving. And throughout the years, we’ve seen a lot of beauty trends including the “no-makeup makeup look” to DIY hair treatments applying items in your pantry— but clean beauty is arising more than ever.

If this trend is new to you, it’s actually more of a movement that pays particular attention to finding beauty natural and eco-friendly products with organic ingredients and exploring transparency from brands. While there are so many popular tried-and-true products that have worked well for years, some can come with potentially harmful ingredients.

Living in the clean beauty movement from its early stages is bittersweet. It can be daunting to know more about the hidden toxins in our cosmetic products and confusing to wait for non-toxic options. However, it’s very rewarding watching the clean beauty movement grow and develop over the years.

In 2020, there’s plenty of things in store for clean beauty. The movement is emerging dramatically, and it’s because of health-conscious consumers like you. So thank yourself! If there’s no high demand for non-toxic products, the market wouldn’t be where it is today and where it will be the next day.

If you’d like to know more, here’s what you can expect of the clean beauty movement and trends this wonderful year.


Maybe some of you are not yet familiar with clean beauty so here are the basics we would be covering. Let’s define clean beauty as following these two criteria:

First Criteria: Non-Toxic Ingredients

The primary goal is to broaden awareness about the health risks of toxic cosmetics. It’s not always about bad news! If some beauty industries share the unfascinating truth about your favourite cosmetics, we offer safe alternatives. We have a distinctive algorithm that examines beauty products based on the safety of their ingredients as shown to be true by scientific evidence.

Second Criteria: Honest Labels

There are plenty of beauty products who claim that they are “clean” but actually have parabens, fragrance, and other harmful ingredients in the list. If you think that a brand is not transparent about what their products contain, there’s a high chance that the products contain questionable ingredients. We suggest brands that are completely transparent about what’s really in their formulations. Take note that there are professionals who tell it when they don’t like what they find.

Now that you know what clean beauty is, it’s time to discuss its trends that we’ll likely see emerge in 2020.


Our time is entering the climate decade and we are aware that simply recycling may not be enough. This way brands are moving towards renewable, refillable, and biodegradable, and on the user front, simply using less in general. 

In Paris, London, and New York, people may order products from participating brands which come in more natural and eco-friendly product packaging such as glass bottles. And the interesting part is after you’re done using the products, you can send the packaging back to the facilities where they’re washed, refilled, and sent out again, completely removing single-use plastic. And smaller, natural-inclining brands have initiated refillable glass jars with a choice to refill in store where available or buy a refill pouch in bulk.

Even in little things, we tend to overlook. Stuff like magnetic closures lasts for a long time. You might not even notice it, but have eye-shadow palettes for instance. Some of them will snap shut and you won’t be able to get them back open or to close.


The most amazing skincare products are the ones that have the most minimalist ingredients lists we’ve seen in cosmetics. As consumers start focusing on product ingredients. We are expecting to see more simple formulations. Consumers would want to be able to know and pronounce each and every ingredient, particularly developing ingredients like CBD oil.

The transfer towards sustainable and eco-friendly products may also play a part in this trend. Several ingredients have less of an environmental impact. We suggest buying from stores that have natural and eco-friendly products.


This is rather a new concept, but one that makes sense. Commonly, water is the beauty industry’s most commonly used ingredient, it makes sense that the industry takes a huge toll on water consumption. We need to thank the Asian skincare trends for this one! The waterless skincare is new to America, but not to Asia. This skin care trend from Korea utilized botanical ingredients instead of water to hydrate skin. Consumers receive more powerful ingredients without adding to the water crisis.


More men are starting to use cosmetics such as clean ones, this is why companies are acknowledging the demand with unisex products. We can see this in moisturizers, sunscreens, cleansers, deodorants, and more. This clean beauty trend will only develop as brands want to be all-inclusive, not only of all ethnicities but all genders. 

Some of you may have already heard of the pink tax, which is when women’s cosmetics are more expensive than men’s cosmetics like razors and shaving cream are the main examples. Introducing unisex natural and eco-friendly products to the markets is another way of saying that some cosmetics shouldn’t be gendered.


A lot of people have praised Fenty Beauty for setting the standard for inclusion in beauty with their full range of 50 shades. One of the largest critiques of new and existing makeup brands in the absence of diversity. It’s not all about having both ends of the skin colour spectrum — fair and dark— it’s also the portrayals in advertisements and media campaigns.

However, clean beauty trends are usually some of the least diverse when we are talking about shade range. Take a look at Beauty Corner, it’s one of the world’s biggest clean beauty brands, yet their foundation only has 10 shades. Even their tinted moisturizer comes with fewer shades at just five.

Everyone can expect that this year we will be seeing more depictions and overwhelming shade ranges. We will also see custom foundation matches.


Perfumes are normally the last products that people decide about when switching to clean beauty products. But we suggest that you check your fragrance products for toxic ingredients right away. Particularly, perfumes normally contain phthalates, which are harmful to the reproductive and endocrine systems.

You may look for phthalate-free perfumes in stores but they’re not that many on the market currently. However, this product category will be thriving once clean beauty steps in. There is surely a need for non-toxic perfumes. It’s only a matter of time before supply meets the demand.


The clean beauty movement is expected to develop exponentially. Clean beauty brands will be popping up left and right, however, what’s even more observable is that existing brands are jumping to non-toxic formulations. Expect that 2020 will be the year for more big brands to use the words “clean beauty” on their platforms, packaging, and campaigns. 

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