According to Revuze’s Beyond Natural report, produced in collaboration with CEW USA, the cosmetics industry is entering a new phase. After a decade dominated by “clean” and “free-from” claims, consumer expectations are shifting towards performance criteria, scientific evidence, and personalization.
The report talks about a tipping point. Natural ingredients are no longer enough as a main selling point. Consumers are less interested in what a product doesn’t contain and more interested in what it actually does for them.
From “free-from” to effectiveness
In 2024, only 2% of new beauty products launched worldwide were entirely natural.
The report discusses a transition to a “Clean 2.0” model: products that are perceived as safe, but based on effective active ingredients and concrete benefits.
The rise of biotechnology
Another key trend is the growing use of biotechnology to produce ingredients similar to natural ones. These active ingredients are manufactured in laboratories through fermentation or biological engineering.
Revuze highlights the environmental limitations of traditional plant sourcing: crop instability, pressure on resources, high carbon footprint. Ingredients derived from biotechnology are presented as more stable, more traceable, and more sustainable.
The return of scientific expertise
The report also highlights a shift in influential figures. Influencers are losing ground to experts: dermatologists, chemists, and beauticians.
Consumers are looking for specific information: active ingredient concentrations, mechanisms of action, and clinical test results.
For Revuze, beauty is no longer a choice between nature …
