Why beauty’s transparent future is looking murky

In 2020, transparency was destined to be the theme beauty brands tapped into – that was until a global pandemic gripped the world’s attention. But a recent study found that 80% of avocado oil in the food industry was either ‘mislabelled, rancid or adulterated’. So, are beauty’s natural oils suffering a similar fate? Cosmetics Business finds out

In a time before the coronavirus pandemic snatched the world’s attention, the beauty arena was gearing up for a year with a different dominating word – transparency. The beginning of the new decade was destined to be the year that beauty brands didn’t just hone in on their eco-credentials, but were crystal clear about their supply chains, sourcing operations and ingredients lists.

As brands have learnt hard and fast over the last decade it is no longer enough to market a ‘secret blend’ in cosmetics or fob off consumers with hundreds of ingredients. Shoppers want to know the skin care benefits, if it’s good for the environment, how it’s bad for the environment, how the brand is transparent and what it’s doing to end world hunger.

But, in true 2020 style, this year has instead presented a worrying insight into the underhand works of some cosmetic suppliers of natural oils.

What sparked questions surrounding oil purity in the beauty industry was a . . .

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