27-06-2025
Clean, cruelty-free, conscious: The new beauty movement explained
There was a time when we bought beauty based on what caught the eye—shiny tubes, glossy ads, and celebrity endorsements. But the beauty shelves of 2025 look different. Today's consumers, especially Gen Z and millennials, ask deeper questions: Is this safe for my skin? Is it eco-friendly? Was it tested on animals? India Today spoke with Shraddha Singh, Digital Marketing Manager, E-beautify Asia Studex India, to explore how informed buyers are changing what beauty means—and how it's curiosity is not just welcome—it's powerful. 'A conscious consumer is just demanding transparency, and that's alright,' says Shraddha Singh. 'They care not just about what they buy, but why they buy it.' Whether it's skincare or a piercing stud, products today need to check more than one ethical box to win CONSCIOUS CONSUMERS ARE ON THE RISEThis shift isn't random—it's rooted in access, awareness, and AT YOUR FINGERTIPS
Today, buyers are their researchers. With a few taps, they can deep-dive into ingredient lists, brand ethics, or community reviews. If a product is trending for all the wrong reasons, chances are they already know. 'It's no longer about labels,' says Singh, 'it's about logic.'SOCIAL MEDIA AS THE NEW INGREDIENT LISTGone are the days of relying solely on magazine ads. Now, authenticity lives on Instagram, YouTube, and Reddit threads. People watch dermatologists, piercers, and real users demo products in real time. Influencers are out; specialists are CLIMATE CRISIS HAS MADE US CAREFULAs environmental awareness rises, shoppers are thinking about the planet every time they open their wallets. From plastic-free packaging to ethically sourced, sterilised body jewellery, sustainability is more than a buzzword—it's a buying WELFARE IS NON-NEGOTIABLEAnimal testing is a hard note for modern consumers. Vegan, cruelty-free, and conflict-free claims are now core expectations—not just for beauty, but also fashion and accessories. 'Nobody wants to look good at the cost of an animal suffering,' Singh IS THE NEW LUXURYProducts must not only work, but work safely. People are steering clear of harmful ingredients and opting for hypoallergenic, nickel-free jewellery and skincare that's kind to sensitive skin. 'We've seen a rise in people who want to know how their skin will react—not just how it will look,' says THE BEAUTY INDUSTRY IS KEEPING UPBrands can no longer afford to be vague. Conscious consumerism is forcing beauty companies to become radically transparent—and that's a good players are overhauling their formulas to be cleaner, safer, and more are building from the ground up with ethical is getting smarter, too—recyclable, biodegradable, or are investing in certifications, proudly displaying cruelty-free, vegan, and dermatologically approved importantly, they're talking to consumers—not just selling to them.'We're seeing a shift where the story of the product matters as much as the product itself,' says Singh. 'That's a win for everyone.'BEAUTY WITH A CONSCIENCE IS HERE TO STAYFrom choosing a clean lipstick to picking out hypoallergenic studs, more Indians are shopping with intent. They want kindness, not chemicals; confidence, not cover-ups. And the industry is finally catching up.'This shift isn't just good for our skin or our bodies—it's good for the world,' Singh notes. 'And honestly, that's a beautiful thing.'The rise of conscious consumers marks a powerful shift in the beauty landscape—one that prioritises health, ethics, and sustainability over hype and more people demand transparency and responsibility, the industry is being reshaped to reflect not just outer beauty, but inner values. This isn't just a trend—it's a return to authenticity, where every purchase tells a story of purpose.- EndsMust Watch
