Clean beauty search up 290% since 2012

Are consumers more aware of ‘greenwashing'?'

As a natural fragrance company, we’ve been concerned about the ingredients we put on our bodies for many years and it’s so good to see that this is becoming more widespread.

How many beauty products do you use?

Take a moment to think about what you put on your body. From shampoo and conditioner, shower gel, body moisturiser or one for your face, toner, eye cream, hand cream maybe, sun lotion, hair gel and perfume of course - that’s 11 products just off the top of my head and I don’t consider myself to be one for bothering that much with a beauty routine. So if you really took it seriously, you could probably add quite a few more lotions and potions onto your skin and hair (how about toothpaste for starters!)

It turns out I’m above average with this as The Environmental Working Group found that on average we use 9 products on our skin. And that’s on average 126 ingredients we’re slathering on our bodies. Add that to the fact that recent environmental events from heatwaves to fires and floods have increased and it’s perhaps understandable that people are searching increasingly for ‘clean beauty’ products.

The number of searches for ‘clean beauty’ has risen by nearly 290% in ten years which is incredible. This has to mean that consumers are questioning what exactly their beauty potions contain and whether they are a. good for them and / or b. good for their skin. It could also be down to the fact that it’s actually quite hard to know what is meant by these terms are there is no regulation around them.

It’s so difficult to cut through the marketing speak isn’t it? Clean beauty is a term that can be used by anyone. So can natural and green. More consumers are realising that there’s a lot of greenwashing about. Searches for 61% of women surveyed in a Global Survey said brands didn’t do enough to explain what was meant by the terms ‘clean’ or ‘green’. And we’re with them on that.

We aim for integrity

We strive to behave with absolute integrity in all that we do and by creating a natural, sustainable perfume, where we list each and every ingredient so that you can see what they are and how it’s made. We want our wearers to have peace of mind, knowing they can trust us.

When we say Jones & Modha is a perfume for people who value beauty and sustainability, we mean it and we’re delighted that more consumers are valuing this level of integrity and quality.