Trends and routines

Clean beauty

Also written as non-toxic skincare, free-from.

An unregulated positioning built on excluded ingredients. What it means is set by each brand, which is why customers read the back of the pack.

What it needs from a bottle

A free-from claim invites scrutiny of everything else, packaging included. If the story is purity, a heavy plastic outer undercuts it before the customer reads a word. Glass and mono-material plastics are the consistent answer.

Formats that suit it

• Glass bottles
• Mono-material PET