What Makes Clean Skin Care Really Clean

In 2005, when wellness entrepreneur Karen Behnke launched her certified organic beauty brand Juice Beauty in the United States, demand and conversations about eco-friendly skincare practices weren’t as intense. than they are today.

For Behnke, who had overcome a rare blood disorder as a child, wellness turned out to be a serious lifelong commitment. This commitment was reinforced when she had children in her 40s and the resulting hormonal fluctuations drove her to seek clean skincare that would tackle the appearance of fine lines and not affect his health. And that’s how she launched Juice Beauty nearly two decades ago.

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Today, the natural skincare and beauty category has seen significant growth, especially post-pandemic, with sales of natural and organic products in 2020 estimated at $5 billion in the United States alone. United. Earlier this year, Juice Beauty (which launched in India in September 2021) collaborated with Hollywood actor Kate Hudson to create Revitalizing Acacia + Rose Powder Mask.

Juice Beauty’s latest offering, Revitalizing Acacia + Rose Powder Mask.

As Behnke launches the mask in India, she discusses the modern consumer, why clean beauty matters, and how India is a big market for beauty and wellness. Edited excerpts:

What attracted you to the Indian market?

Many consumers in India, who are more knowledgeable, well-travelled, exposed and connected than ever before, are leading the way in terms of economic confidence. Today, Indian customers aspire to use largely sustainable skincare and other toiletries as they are influenced by global trends, lifestyles and fashion. This evolution is also linked to the growing initiatives taken by national and international players in the beauty sector to ensure the compatibility of their country with the offers of the world markets. It’s wonderful to be in India right now. The catch is that to appeal to the Indian aesthetic palette, bespoke organic products need to be introduced with a sustainable business strategy in place.

Are the products designed with Indian skin in mind?

According to the seasonality and texture of Indian skin, Juice Beauty chemists have gone to great lengths to create products with the most advanced technology and scientifically sound ingredients. For example, we’ve mastered the use of sodium hyaluronate, a powerful moisturizer that helps replenish the skin’s moisture content. Indian skin is generally less hydrated due to the hot and humid weather for most of the year, and the new powder mask contains low molecular weight hyaluronic acid, which is very effective in maintaining the hydration of Indian skin.

Are masks really sought after in the industry?

Unlike conventional topical serums, masks have longer-lasting effects. Customers using face masks increasingly favor combinations of different materials and natural hydrogels. They are actively researching new practical and user-friendly face masks.

What’s your own beauty checklist for products?

Cruelty-free, vegan, sustainable and made with certified organic ingredients. Formulated without potentially harmful ingredients such as parabens, petroleum, propylene or butylene glycols, silicones, talc, carbon black, phthalates, sulfates, PEG, TEA, DEA, GMOs, artificial colors or synthetic fragrances. And Juice Beauty has a list of thousands of ingredients we researched that we would never use because they could harm the planet, animals or people. My husband and I purchased the very first farm in Juice Beauty Sonoma County California in 2018 and began sourcing ingredients from a group of organic farmers. We are committed to Cultivating Beauty, a sustainable initiative that brings the brand’s organic ingredients to life.

How has the beauty industry changed over the years?

The two forces influencing beauty today are inclusiveness and sustainability. What makes you feel good about yourself is more important than what other people think of you. Indeed, one’s own perception of beauty is important. What individuals can identify with in their daily lives is replacing outdated stereotypes of beauty. The way people embrace wellness more holistically is undergoing a significant shift. They strive to find a balance between the new drivers of well-being, such as social, professional and financial well-being, and the classic drivers, such as physical, mental, emotional and spiritual well-being. Making thoughtful and personal decisions in favor of one’s well-being has become more important. People have learned from the pandemic to prioritize prevention over treatment.

The lessons of the pandemic?

Try to be mindful and cheerful every day. And plan ahead.

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