The Growth in Popularity of Clean Beauty: Marketing Model Analysis in the Cosmetic Industry

Over the past two decades, the global cosmetics industry has expanded rapidly, driven by rising incomes, urbanization, and digital transformation.Within this context, clean beauty has emerged as a transformative force that emphasizes safety, ingredient transparency, sustainability, and the avoidance of controversial substances.This paper investigates the drivers behind the rise of clean beauty.It also analyzes how the movement is reshaping mainstream marketing models.We employ a mixed-methods design that combines a systematic literature review, descriptive analysis of sales indicators from 2018-2023 in North America and East Asia, and four comparative case studies-Estée Lauder, Perfect Diary, Fenty Beauty, and Innisfree.We find that authenticity, third-party validation, and eco-conscious practices differentiate brands in both premium and mass segments, while e-commerce and social content accelerate diffusion across markets.We also identify vulnerabilities-including greenwashing, fragmented standards, and shifting regulatory expectations-that can erode trust.The findings suggest that clean beauty is not a short-lived trend but a long-term reorientation of value creation in the cosmetics industry, where scientific rigor and transparent engagement constitute the core of competitive advantage.