The Marketing Behind Clean Beauty

The Desiree Team
July 4, 2023
Clean beauty has emerged as a prominent trend within the beauty industry, driven by consumers' growing concern for the ingredients they put on their skin. However, as consumer attitudes shift and trust in the "clean" label wavers, it is crucial to examine whether clean beauty is primarily a result of effective marketing or if it genuinely offers tangible benefits.

Clean beauty has emerged as a prominent trend within the beauty industry, driven by consumers' growing concern for the ingredients they put on their skin. Notable brands like Kosas, Westman Atelier, and Rose Inc. have strategically positioned themselves in this market, placing a strong emphasis on skincare and offering a unique value proposition. However, as consumer attitudes shift and trust in the "clean" label wavers, it is crucial to examine whether clean beauty is primarily a result of effective marketing or if it genuinely offers tangible benefits.

Kosas, Westman Atelier, and Rose Inc. are established brands that have skillfully positioned themselves within the clean beauty landscape. Their brand identities revolve around a commitment to providing safe and non-toxic products, with a particular focus on skincare.


Understanding clean beauty

Clean beauty goes beyond the surface-level appeal of makeup. It encompasses a commitment to formulating products with ingredients that are safe, non-toxic, and beneficial for the skin. Clean beauty brands strive to strike a balance between delivering high-performance cosmetics and utilising plant-based actives alongside cutting-edge scientific advancements.


Kosas, a brand recognised for its sleek and understated aesthetic, has strategically positioned itself at the intersection of makeup and skincare. With a firm belief that beauty should go beyond mere surface enhancement, Kosas places a strong emphasis on nourishing formulations that deliver tangible benefits to the skin. Their commitment to clean beauty is evident through the meticulous curation of high-quality natural and organic ingredients.

Unlike traditional makeup brands that prioritise coverage and camouflage, Kosas sets itself apart by approaching cosmetics from a skincare perspective. By integrating skin-friendly ingredients into their products, they aim to provide an added layer of care and nourishment to the skin. This approach aligns with the evolving consumer demand for beauty products that not only enhance appearance but also contribute to the overall health and well-being of the skin.



The brand's minimalist aesthetic reflects their philosophy of celebrating individual beauty while enhancing and nurturing the skin. Kosas products are designed to harmonise with the wearer's natural features rather than masking or overpowering them. This approach appeals to those who prefer a more natural and effortless look, valuing a clean canvas that radiates health and vitality.


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Through their skincare-oriented positioning, Kosas has successfully captured the attention of consumers who prioritise not only the aesthetic outcome but also the long-term health of their skin. By offering nourishing formulations free from potentially harmful ingredients, the brand provides a compelling alternative in the beauty industry. Kosas exemplifies the notion that clean beauty is not just a marketing ploy but a genuine commitment to delivering effective and conscientious skincare solutions.

Westman Atelier

Westman Atelier, helmed by the acclaimed makeup artist Gucci Westman, has carved a distinct niche in the beauty industry by placing substantial emphasis on skincare. With a career spanning over 20 years, including influential roles at LancΓ΄me and Revlon, Westman's expertise and passion for enhancing natural beauty shine through in her own brand. The brand's offerings go beyond conventional makeup products, as they are meticulously crafted to serve multiple purposes, including providing impeccable coverage while simultaneously nourishing and enhancing the skin.

Positioning itself as a luxury clean beauty brand, Westman Atelier seamlessly merges high-performance formulas with the power of natural, plant-based ingredients. This marriage of efficacy and purity sets the brand apart, appealing to discerning consumers who seek both luxurious experiences and ethical product choices.



At the core of Westman Atelier's philosophy is the belief that makeup should do more than just enhance; it should also nourish and restore balance to the skin. This commitment to clean beauty means that the brand formulates its products with carefully curated ingredients, prioritising their safety, efficacy, and skin-nourishing properties. Collaborating with top chemists, Westman ensures that her makeup creations are a blend of potent actives and scientifically proven formulations.

Transparency is a key tenet of Westman Atelier's approach to clean beauty. The brand places a strong emphasis on educating consumers about its formulations, ensuring they feel empowered to make informed choices. While striving to be as natural as possible, Westman Atelier also prioritises the effectiveness of its products. The brand is transparent about the ingredients it uses, providing customers with the assurance that they can feel good about what they're applying to their skin.



Through their luxury positioning, Westman Atelier offers a sophisticated alternative for beauty enthusiasts who seek refined, high-performance products without compromising their commitment to clean and ethical choices. The brand's dedication to combining efficacy with natural ingredients resonates with those who aspire to achieve flawless makeup looks while caring for their skin's long-term health.

In essence, Westman Atelier's luxury, clean beauty positioning successfully marries opulence and conscientiousness. Through their commitment to high-performance formulas and natural, plant-based ingredients, the brand elevates the standards of clean beauty. By offering products that not only enhance the wearer's appearance but also contribute to the overall health and vitality of the skin, Westman Atelier establishes itself as a trailblazer in the industry, redefining the concept of luxury beauty.


Rose Inc

Rose Inc., the brainchild of model and entrepreneur Rosie Huntington-Whiteley, has emerged as a prominent lifestyle brand that wholeheartedly embraces the clean beauty movement. While Rose Inc.'s product range extends beyond skincare, the brand has established itself as an advocate for a holistic approach to beauty and wellness.

In its skincare offerings, Rose Inc. goes beyond surface-level treatments and encourages consumers to view skincare as an act of self-care and a means to prioritise the health and radiance of their skin. The brand's philosophy revolves around the belief that true beauty stems from a foundation of nourished and cared-for skin.


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Rose Inc.'s commitment to clean beauty is evident in the careful selection of ingredients for their skincare products. The brand emphasises the use of natural, effective ingredients that are known to deliver tangible benefits to the skin. By harnessing the power of botanical extracts, essential oils, and other plant-based actives, Rose Inc. aims to create products that are both gentle and efficacious.

The brand recognises that skincare is not solely about addressing immediate concerns but also about fostering long-term skin health. By encouraging consumers to adopt a comprehensive skincare routine, Rose Inc. aims to create a positive and empowering experience. Their products are designed to deliver essential nutrients, hydration, and protection to the skin, promoting a youthful and radiant complexion.

In line with its holistic approach, Rose Inc. complements its skincare offerings with a range of products that cater to other aspects of beauty and wellness. By addressing factors such as makeup, haircare, and overall lifestyle choices, the brand aims to provide a comprehensive ecosystem for individuals seeking to embrace a clean and mindful approach to their beauty routines.



The brand's positioning resonates with consumers who aspire to lead balanced and conscious lifestyles. Rose Inc. recognises that beauty encompasses more than just outward appearance and actively promotes self-care practises that nurture both the body and the mind. By offering products that are free from potentially harmful ingredients and encouraging self-care rituals, the brand invites consumers to engage in a transformative journey towards healthier and more radiant skin.

Rose Inc.'s positioning as a lifestyle brand that champions clean beauty reflects its dedication to promoting a holistic approach to beauty and wellness. By emphasising self-care, natural ingredients, and overall skin health, the brand invites consumers to redefine their beauty routines as moments of self-love and nourishment. Rose Inc. exemplifies the idea that beauty is an ongoing journey that extends beyond external appearances, empowering individuals to embrace clean and mindful practises for a more radiant and fulfilled existence.

The Shift in Consumer Trust

Despite the growing popularity of clean beauty, consumers' trust in the term "clean" has started to erode. Increased scrutiny of ingredient claims and the lack of clarity around what qualifies as clean beauty have led many consumers to seek alternatives. According to consumer trend analysts Spate, Google searches for non-toxic skincare rose by 34 percent in the US in 2022, while searches for clean skincare fell by 3 percent.

Brands Tapping into Skincare

As consumer trust in the clean label falters, brands are redirecting their focus towards skincare. This strategic shift allows them to tap into a broader consumer base seeking effective and trustworthy skincare products, rather than relying solely on the clean beauty label. By positioning themselves as skincare brands that offer clean and non-toxic formulations, these companies can appeal to consumers who prioritise the health and well-being of their skin.

The Difference

The fundamental question that arises is: What sets skincare-focused, clean beauty brands apart from traditional skincare brands? While the clean label initially provided a point of differentiation, the increased focus on skincare allows these brands to align with consumer demands for products that deliver tangible results. They combine the benefits of clean formulations, which avoid potentially harmful ingredients, with the efficacy and performance associated with established skincare brands. This unique positioning caters to consumers who value both the safety and effectiveness of their skincare products.



Clean beauty brands such as Kosas, Westman Atelier, and Rose Inc. have successfully positioned themselves by prioritising skincare and offering a unique value proposition. Although consumer trust in the "clean" label has faced challenges, these brands have adapted by concentrating on skincare and highlighting their commitment to non-toxic formulations. By bridging the gap between traditional skincare brands and the clean beauty movement.


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