What does “virtuous beauty” really mean?

There’s green beauty and clean beauty, and now virtuous beauty is getting a lot of attention. But what exactly is it? NellyRodi examines the question in the “Virtuous Beauty Report” and explains its increasing popularity, how to define it and what consumers expect.

Virtuous Beauty is mostly popular with women (83%*), millennials (40%*) and Gen Zers (34%*) as a response to recurring skin problems and increasing debates over formulations.

Beauty has become greener over the past few years, and though compositions were initially the most important criteria, consumers today consider the entire process: use of organic, natural ingredients; local production and environmentally responsible procedures (in packaging, communication, etc.)

Since the term is not really established (choices include clean, green, sustainable, conscious or ethical beauty), the official definition is still vague and controversial. Internauts who talk about virtuous beauty tend to associate it with several ideas: natural (50%*), organic (37%*), vegan (22%*) and local (21%*). Well-informed consumers are challenging the condemnation of synthetic ingredients, which are regulated and generally less irritating than natural ingredients.

There is no clear regulatory standard, so brands are free to interpret the term as they wish and claim they are “clean,” especially by focusing on what they don’t use (parabens, sulfates, silicones).

Yet, there are good examples: in 2024 the Aroma-Zone brand was number two in the list of brands the French liked, having moved up 11 places in a year. The classification was compiled by OC&C Strategy Consultants who surveyed over 48,171 consumers from nine different countries to reveal the evolution of consumer trends in Europe and particularly France.

 

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Note that “clean beauty” uses health considerations to rate formulations, while green beauty involves a more overarching ethical engagement that goes beyond just ingredients.

Previously, questions surrounding virtuous beauty concerned almost exclusively skincare, and even today 54% of clean products are related to skincare. But new product categories are emerging in discussions, and makeup (22%*) and hair care (9%) are experiencing strong growth.

Consumers are increasingly demanding, and conversations are moving towards an uncompromising beauty experience. It has to be clean, of course, but without sacrificing performance or sensorial attributes.

1. Natural ingredients
2. Ethical commitments (vegan, cruelty free)
3. Responsible consumption (local, artisanal, short circuits)
4. Non-toxic
5. Health and wellbeing
6. Respect (for the planet, skin and consumers)

* Figures from our 2023 “Virtuous Beauty Report.”

Social and environmental responsibilities are at the forefront, though they are still far from being clear buying criteria for customers. It’s time once again to ask ourselves how to reconcile desirability, growth and sustainability.

Join our “Sustainable Desirability” conference on 13 March at the Grand Rex. We’ll present up-to-date information on how consumers’ habits and perception are evolving; new CSR-based tools for desirability and how to translate them into esthetics; brand messaging; customer experiences and winning economic models with the most inspiring examples.