Something like that is a value statement. It
talks about your values as a brand and people
connect deeply on values and they do make purchase
decisions based on brands that share their value.
It's a growing trend expected to reach 39 billion
by 2033. We're talking about clean beauty. What
is it, why it matters and how you can easily
integrate it. Welcome back to the show. Hi, Suzanne.
Hi, Doreen. Today we're talking about clean beauty.
It's a trend. It's not a new trend. You know,
some of the stats that we've seen in our research
are for a few years, but it's actually a projected
trend, right? So the 39 billion is by 2033. So
it's just steadily growing every year. Huge.
It has not gone away. It's, and I hope. I hope
our listeners are listening because there's little
things you can do and that's what we're going
to talk about today. I think the first thing
we need to discuss is, well, what does it mean?
What is clean beauty? Because it's a big, if
you Google it, it's huge, right? So what is it?
Do you think it is, Doreen? Let's start it off.
Okay. Oh, test it. I think for me, the first
thing I think of when I think of clean beauty
is natural, something that's natural, right?
But that can even be kind of nuanced as well,
natural, right? Cause it doesn't even mean, but
maybe like, if it's clean, it doesn't have the
big bad toxins in it? For sure. And it's, I think,
I think the important thing is that you need
to figure out what it is that your clients and
that's the point of this is what it means to
me is clean. Like you said, what are the toxins
in it or not in it? What are the top ones? You
know, are there dyes? Are there all these things?
And people are asking more and more of it. They
know the wording. They know. They'll say, do
you have the red dye in this, yellow dye, the
orange? Like they know exactly. And I think that's
something why we wanted to discuss this too,
is understanding it. But it also can mean, you
know, the recyclable side of it. Cause you think
of the amount of beauty products out there and
what are you doing with it? What is... you know,
if you have, whether it's, I don't know, foot
cream, lash serum, base creams, or whatever that
might be, what are you doing with this, the actual
packaging or your brand itself, which we'll dive
into a little bit more. And the other one is
free trade, because there's a lot of people now
wanting to know more about, well, if they're
sourcing these ingredients into these other countries,
Are they part of this free trade agreement, which
is meaning they're sustainable to the land, to
the people, the workers, like the company that
produces or grows. Like you think of coffee beans,
like there's people that's big in coffee beans,
that's big in some clothings, like stuff like
that. But it is big in our industry as well.
Sometimes we're just quiet about it as a professional
and don't realize that the people in our room
actually know. a lot more than what we're giving
them credit for. So I think we need to talk about
this and that's, this is why it matters. Yeah.
And I think the other one too is cruelty free.
So just, I mean, a lot of brands are, and I can
think of one brand that I've worked with, but
they didn't highlight it as a brand, right? It
wasn't on the packaging. Some brands have it
on the packaging. So I think that, you know,
identifying what is important to you and then
being able to highlight it. I think clean beauty
is so many things, because all these things that
we talked about, but understanding what it is
your clients prioritize, the majority of your
clients maybe prioritize, and then be able to
effectively communicate that. And you can even,
as a professional, if you're not sure, because
it's such a big, big thing, you could have a
quick survey for them that they just, you know,
do a free QR code with it. A google form or just
simply ask they put a post up. I want to know
What do you think clean beauty means and have
a conversation? In it. Yeah, you know discuss
it and then you might quickly find out You know
as a professional understand a bit more the basis
of what your clients are looking for and that's
in -house So then you you can cover that but
then outside of that world When we talk about,
you know marketing and social media Are you reaching
the other people that don't know that you have,
maybe the brand has it or what you do in your
treatment rooms, that type of thing, which, you
know, leads us, I guess, into how do you actually
incorporate this into your practice, into your
treatment, right? So let's talk about brands,
not names of brands. What are brands doing today
to highlight that? I think it's starting, like
start with the brand that you have, right? And
look. at their ask them or look at the website.
Actually, I have an example. So recently we record
these episodes in advance. So because what I'm
going to say is going to date it, but it was
just Earth Day. And so to do an Earth Day post
for the brand that we work with at Beauty Cult,
I looked on their website about, you know, about
the brand and they have it listed. What is important
to them, like in terms of this clean beauty sense.
Some of the things that they listed was about
the packaging, about how all their packaging
is recyclable, 100 % from recycled material.
And they talked about the fair trade, natural
actives from their own garden. So things like
that, like just simply quick website search.
And I found the info I needed to be able to know,
okay, this brand. has all this stuff. So I would
start off by just search your brand. Yeah. And
then that could be something that you have like,
why do I choose this brand? And you just quickly
have point form of those three, four things and
post it. And people might be like, oh, I didn't
know that. And then a conversation, you're sparking
that conversation. Then all of a sudden you find
out this client actually is very passionate about
it. Or didn't even think about it. Oh yeah, you
know, and that's a good, good thing to think
about. Cause you know, my lipstick, my glosses,
my, you go on and on and they, I got to find
out what they're doing with it. So it just leads
to a conversation that matters. And that's something
that I think we fall off the wagon a little bit
about cause we're talking about our personal
lives and all that. And then you want to know
how to get your clients back in your door or
new clients to come back to keep. that going
without just trying to sell them product and
sell them a service. This is part of who you
are if you truly believe in it. And if you don't
believe in it, a hundred percent, that's okay.
But what are just some things you can do to respect
it? And I think that's another part of understanding
no different than, you know, I'm, I'm not a vegan,
but I respect that they're vegan. So I will say,
okay, this product, this is what you can use
out of it. Comfortable to use because it's a
hundred percent vegan. It doesn't matter to me
if you're vegan or not or carnivore. It doesn't
matter. I'm just, I'm here to give you information
to help you as my client. That's kind of a roundabout
way of it, I think. Yeah. And I think like when,
when they are looking for like some of the key
points to look at for the brand would be like
transparent about the ingredients that they have,
right? cruelty free. Like I said, I think some
brands really highlight that, but some brands
don't, although they are cruelty free, but they
don't necessarily put it on their packaging.
So you might have to like ask about that. Eco
-friendly packaging would be another one. And
then we talked about free trade, but like ethical
sourcing of your material, of the raw materials.
Right. And I guess the other thing is, so what,
what are some other things you can do maybe above
and beyond this? depending on what you're doing.
I don't know if you're just waxing or if you're
just doing facials or you're doing everything,
whatever that may be. And when we were discussing
this topic, you know, when I said, well, this
isn't anything new because I used to do this
back when I had my business and for, and it was,
it was marketing, but part of it was because
I wanted to keep my clients aware and coming.
And it'd be like, at that time, my brand did
not have a, and we weren't big in recycling then,
let's face it. You know, it was a silly practice
that people weren't doing much about. So anyway,
so I just said, hey, for, you know, the summer
months, if you bring back your jar of face cream
or your nail polish bottle or whatever they had
purchased, I just put a big highlight, throw
it in the bin. I put a bin out in the front,
a little baskets to throw it in there. And you
can buy a new one when you replace and receive
10 % off. or something like that, or a gift or
whatever, just be creative with it. So I'd started
doing it then as well. And actually, you know,
it was a very small percentage, but impacted
them greatly. And it was really small then, I'm
telling you, honestly. Some were like, oh, you're
so silly, Suzanne, why are you doing that stuff
for us? Well, you know, I just be aware of our
environment and I'm trying to be respectful of
that. You know, there's clients in here that
it matters and, and they were like, wow, this
is amazing. You're doing it. Yes, I will. And
they actually kept doing it. So do you know what?
No problems. You're going to keep bringing in
your jar of face cream. Sure. I'll give you 10
% off. Yeah, I think I cycled it myself, right?
So I, I bit the bullet of 10%. I had the client
coming to me and for me. So being respectful
of their wishes and I continued it for them.
You know, it just, it wasn't a growing trend
then, but I did have, you know, a handful of
clients that it mattered a lot. And it impacted
enough that they, I was the place that they chose
because they knew I cared about it. You know,
so. Yeah, because something like that is a value
statement, right? It talks about your values
as a brand and people connect deeply on values
and they do purchase. make purchase decisions
based on brands that share their value. So I
think that's a really good practice to incorporate.
And you have to, for our listeners are like,
what is it that matters to you? Because we talked
about asking your clients what's important to
them, but what's important to you? Because you
ultimately want to attract clients who share
similar values because you then can have longer
term relationships with these clients and have
them for many years. So I would also question,
like, what's important to you? Maybe it's the
cruelty free, like if you are vegan or whatever,
like maybe that's something you really want to
highlight. Then you would get a lot of clients
that share similar values as you. So incorporating
both like finding that middle ground between
to your clients and what matters to you, because
you're more likely to do things that you also
hold deeply valuable. Yeah. And that was something
like it wasn't just emerging thing. It was. Well,
how else can we get them to understand how we
should be recycling? Recycling our, our items
and things like that, right? And being conscious
of, you know, having a day spa with that many
staff, that many services, too much laundry you
do. So I know a lot of people are so entrepreneurs,
so maybe you're not doing as much. And that's
great. That's an issue, but you can still incorporate
little things. So think about, you know, maybe
it's even showing. the disposable, the composting,
the, you know, off to the side somewhere that
they might just notice it. Or I don't know, there's,
I think there's different things you can do,
but be mindful of the disposable because we're
such a wasteful people of the world today. You
know what I mean? Like it's very wasteful on
what we're throwing away. So that could be something
when they see your garbage is packed all the
way full of stuff. I mean, my God, you have a
lot of garbage. You don't know what that means
to them. So just that could be one way to look
at it and just say, you know what? Or, you know,
the brand I'm using for waxing, I hardly have
to use any strips now. So isn't that great for
the environment? Yeah. You know, there's so many
ways you can trickle this into your treatment
rooms for sure. Yeah. Disposables is a tough
one though, because there are some things you
need to use. You're forced to do. I'm talking
the wasteful tissues, Q -tips, gauze. you know,
with stuff like that. But no, I mean, there's
things that we have to follow for our cleanliness.
But that is a good, that's another good thing
when choosing a brand too. Like seeing ones that
do have that reduced waste in terms of like the
other things you use alongside the brand. Like,
you know, you're waxing gloves. Yeah. You know,
if you're using even, you said laundry, like
clean detergent, like things like that, that
you can. Yeah. Absolutely. For sure. No, it's
actually, yeah, there's a lot of things you can
do with it. I think, I think, and keep it small.
I mean, if this is new to you out there, then
you just, just be aware and think, oh, what is
one thing I could do differently? And that's
just keeping it really simple. You don't have
to go on to the whole idea of it. It's just as
just, we're just calling it out there for people
to understand this is not going away. It has
been around probably since I've been in this
industry. pretty much just, you know, I started
in Vancouver, which, you know, was huge then
too. So I think that's why I was already kind
of aware of it because I was influenced by where
I was. So think about Clyde's who moved from
one city to another, not another province, another
state, another country. What are they coming
from? And then to see what, what you're doing
as well. So, yeah. And you can pick one, pick
one. But once you've picked it, what do you do
then? I think you need to communicate it to your
clients. Yeah. And that's what, you know, we're
saying, like your in -house clients that, you
know, are coming in. But then, you know, outside
of that, you don't know, there could be someone
been searching and searching for that one person
in the beauty industry that really was, you know,
being aware of that and respectful of it. And
it's like, oh my God, I'm going to go to her
and I'm coming to you because of that as well.
And you do a good job, you know? But I think
understanding what your clients mean by that,
what do they take from it? You know, if you impose
like animal cruelty, let's say, and your majority
of your clients are like, which hopefully that's
not the case, but right. But it could be have
someone and you said it while I'm doing all this
and or vegan, for example, and they're like carnivore.
It's not a conversation to have with someone
like that. So I think understand what they think
it means and then just so you don't set yourself
up into having a conversation you just don't
want to get into. It's not worth it. It's like
everything else, politics, money, you know, all
that kind of stuff. So be mindful of what you
choose to chat about. And I think you can just
if, you know, you do a simple practice, like
whether it's reducing the use of disposables
or selecting a specific brand, you can put like
a simple statement on your website. If you do
have a website that Just a couple of lines that
highlights it or even like on your social media,
like whether it's in your bio or in a post that
you've pinned to your profile, you can just talk
about it there because that's something that
when somebody is looking, they can reference
and see that you, this is something that's important
to you. So it's a value statement in a way, like
what is it that's important to you? Yeah. One
way they figure out who you are before even meeting
you. Exactly. Yep. Excellent. Well, here's to
clean beauty and the way. Yeah. $39 billion by
2033. So I would like to hear from our listeners,
if they are incorporating some strategies that
they want to share with us, or if you have ideas
for future topics, let us know. And we're always
down for, you know, sharing the podcast with
others and spreading the word as well. Great.
Thanks for listening. Thanks for listening to
Beauty Babble.