L’ère des cosmétiques green
Depuis quelques années, nous voyons émerger des nouvelles manières d’acheter et de consommer. Cette tendance se retrouve en grande partie sur le marché des cosmétiques et des produits d’hygiènes. Bref, l’ère des cosmétiques green est bien là. Quelles sont ces nouvelles tendances ? Et quelles sont les marques qui se démarquent sur ce marché ?
Si vous ne vivez pas dans une grotte vous avez sûrement déjà entendu parler de la clean beauty, la green beauty ou encore de la slow cosmétique. Cette vague de nouvelles marques green dans le marché des cosmétiques s’accompagne d’une forte évolution des mentalités. Depuis plusieurs années maintenant les marques s’efforcent d’avoir une composition plus saine et/ou écoresponsable quel que soit le marché. Cela a débuté par l’agroalimentaire mais aujourd’hui cela ne concerne plus seulement ce que nous mettons DANS notre corps mais également ce que nous mettons SUR notre peau.
En 2019, selon lsaconso.fr, déjà 54 % des Français exprimaient leurs craintes sur les formules des cosmétiques. La crise sanitaire n’a fait que renforcer cette prise de conscience et ce changement des modes de consommation en matière de cosmétiques puisque le marché mondial des cosmétiques naturels pourrait atteindre 48 milliards de dollars en 2024.
Mais que signifie réellement être une marque green ? Les marques sont-elles réellement honnêtes quand à la composition de leur produit ?
Premièrement il est important de différencier les marques qui se disent “transparentes” des marques “clean”. En effet toutes les marques n’ont pas la capacité de proposer des produits cosmétiques 100% naturels et écoresponsables cependant, certaines d’entre-elles se considèrent comme des marques transparentes et s’engagent à être honnête quant à la composition de ses produits. Une vrai avancée quand on sait qu’il n’y a pas si longtemps, la plupart des marques ne communiquaient qu’une partie de leurs ingrédients et ces derniers était loin d’être sains ou naturels.
Certaines marques d’hygiène comme Joone ont même développer leur propre application pour suivre son produit de la production jusqu’à la livraison en passant par le conditionnement. Aujourd’hui les consommateurs ne veulent plus seulement consommer il veulent comprendre ce qu’ils achètent et ce qu’ils mettent sur leur corps.
La green beauty, quant à elle, correspond au fait de proposer des produits à composition majoritairement naturelle et si possible dans des packagings écoresponsables. On retrouve un grand nombre de nouvelles marques qui surfent sur cette vague telles qu’Avril ou encore Aime skincare. Certaines vont même jusqu’à proposer des produits s
olides comme la célèbre marque Respire par exemple.
Enfin la slow cosmétique, s’inscrit dans une volonté de consommer moins mais mieux. Plus besoin de mettre une crème, une huile, un sérum, du blush, du gloss et toute sorte de produit sur son visage. Mais surtout, plus besoin de produits avec BEAUCOUP trop d’ingrédients aux noms imprononçables. L’ère est à la multifonction et au minimalisme. La marque Typologie est notamment un très bel exemple de cette nouvelle tendance.
Alors, green washing ou véritable révolution, c’est à vous de juger. La bonne nouvelle c’est que de nombreuses applications telles que Yuka ou INCI Beauty pourront vous aider dans votre quête du produit green parfait !
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