The clean beauty movement has transformed from a niche trend to a global industry standard, as consumers become increasingly conscious of ingredient transparency, sustainability, and ethical sourcing.
In 2025, the landscape of clean beauty continues to evolve, with luxury and mass-market brands alike redefining their formulations, packaging, and sustainability commitments. We take a closer look at some of the latest updates and emerging trends shaping the clean beauty space.
Luxury Brands Redefining Clean Beauty
Luxury beauty houses have fully embraced the clean beauty revolution, incorporating high-performance botanical extracts, bioengineered ingredients, and sustainable packaging. Brands such as Dior, Chanel, and Hermès are prioritising eco-conscious formulations without compromising on efficacy. Chanel’s No.1 de Chanel line, for instance, uses upcycled camellia extracts and eco-designed packaging, aligning luxury with sustainability.
Meanwhile, Tata Harper and Augustinus Bader, two pioneers in high-end clean skincare, continue to push innovation with bio-active ingredients that target skin health at a cellular level. Tata Harper has expanded into refillable packaging, while Augustinus Bader integrates science-backed, plant-derived ingredients into its renowned formulas.
Ingredient Transparency and Formulation Advances
One of the biggest shifts in clean beauty is the demand for radical transparency. Consumers are now well-versed in ingredient lists, pushing brands to disclose not only what they use but also where and how ingredients are sourced. The INCI (International Nomenclature of Cosmetic Ingredients) decoding trend has gained traction, with brands providing interactive ingredient glossaries on their websites.
Innovations in bio-fermentation and plant-based actives are also driving the industry forward. Biossance, a leader in sustainable skincare, continues to expand its use of sugarcane-derived squalane, offering hydration without environmental compromise. Caudalie and Fresh are further refining their natural formulations, incorporating microbiome-friendly ingredients to enhance skin health.
The Rise of Waterless and Carbon-Neutral Beauty
With sustainability at the forefront, brands are reducing water usage and carbon footprints through waterless formulations and carbon-neutral production. L’Oréal and Unilever have pledged to significantly cut water usage across their beauty portfolios, while Davines and Aveda are pioneering waterless shampoo bars and concentrated skincare formulas.
Additionally, carbon-neutral and net-zero beauty initiatives are gaining momentum. Guerlain, known for its commitment to bee conservation, has pledged to make its entire supply chain carbon-neutral by 2030, reinforcing its leadership in sustainable luxury beauty.
Makeup Goes Clean Without Compromise
Clean makeup is no longer synonymous with limited pigment payoff or lackluster performance. Brands like ILIA, RMS Beauty, and Westman Atelier have set new standards for clean cosmetics, merging high-impact color with nourishing skincare benefits. Hermès Beauty has expanded its natural makeup line, incorporating sustainably sourced pigments and eco-friendly packaging.
Celebrity-backed brands are also leading the charge—Hailey Bieber’s Rhode Beauty and Gwyneth Paltrow’s GOOP have made significant strides in clean beauty formulations, offering high-performance products that appeal to both minimalists and luxury beauty enthusiasts.
The Future of Clean Beauty
As clean beauty continues to evolve, the industry is moving toward holistic well-being, with an emphasis on skin barrier health, microbiome-friendly formulations, and blue-light protection. Adaptogenic skincare, powered by mushrooms and ancient botanicals, is set to be a major trend, with brands like Youth to the People and Dr. Barbara Sturm leading the way.
Moreover, AI-powered personalisation is becoming a game-changer, allowing consumers to receive tailored product recommendations based on their unique skin microbiome and environmental factors.
The clean beauty movement has officially moved beyond being a trend—it is now an industry benchmark. With luxury and mass brands alike embracing sustainability, transparency, and innovation, consumers can expect an era where beauty is not only clean but also uncompromising in quality and performance.
