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Clean Beauty in London readies for inaugural edition this April

Katie Nichol

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Clean Beauty in London readies for inaugural edition this April

The industry’s first trade show dedicated to the clean beauty movemet is taking place in London this spring. New materials in beauty packaging will be a highlight of the conference program, with building credibility, avoiding greenwashing and standing out from the crowd also key topics.

From the organizers of the MakeUp in trade shows comes Clean Beauty in London, an event dedicated to the booming clean beauty market that is forecast to double in size from $5.44bn in 2020 to $11.56bn in 2027*.

“We created this show not only to serve an industry – suppliers and brands – but also to better understand what’s behind the concept of clean beauty. Why is there no official certification? What are its values? What are the volumes the segment represents within the entire beauty industry? Is it a trend or just a new normal? These are all the questions we have to answer,” Show Director Sandra Maguarian said in a statement.

Taking place at London’s The Brewery on April 13th-14th, the show will bring together international exhibitors across packaging, ingredients, formulation, turnkey solutions and accessories. Spanning make-up, skincare, haircare and personal care, they include Baralan, Croda and B.Kolormakeup.

On the conference front, a session explores new materials in beauty packaging from the perspective of a materials start-up (Shellworks), industrial designer (Morrama’s Juliette Bouilly) and beauty brand (BYBI), looking at manufacturing, usage, end-of-life and marketing.

Speakers from certification organization Natrue will look at building credibility, while the Soil Association and consultancy Resources.Co founder Eva Lagarde will tackle how to avoid greenwashing in the context of sustainable marketing claims.

Social media intelligence firm Dynvibe will look what it takes to be considered as a “clean” brand in the eyes of consumers, and how to meet their expectations by leveraging social media intelligence. And elsewhere, retail and consumer trend company Wizz&Co will be joined by clean beauty brands Love Ocean, Centred and Clockface Beauty to talk about how brands can stand out in the clean beauty arena to attract customers and retail buyers.

*Brandessence Market Research

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