Having spent several months in lockdown now, many more of us have turned to skincare and grooming — we've experimented with products, discovered new brands and engaged most with DIY content than ever before (I type this on a Sunday evening having planned yet another renovation of my studio under the stairs and my hair in an egg mask).
Some of you may have even taken steps towards becoming conscious and ethical shoppers. Spending time reading articles and scrolling through social media trying to gauge who really deserves your 'coin' while asking questions like "what are they about?" and "are they for me?". We've all been down this rabbit hole, ethical shopping in mind or not, it's lead us to "clean" beauty/fashion/retailers. So let us get into last years most googled beauty questions, what does 'clean skin care' mean?
"safe, non-toxic and transparent labelling"
What does “clean skin care” mean?
Previously, "clean beauty" was mutually exclusive with safe, non-toxic and transparent labelling. A niche trend made popular by growth in conscious consumerism according to a report by the British Soil Association Certification "conscious consumerism is now an urgency". But now in a post-pandemic world the term is no longer limited to these three things the meaning has expanded to include good and genuine brand values — with the issues of "sustainability, [ethical consumption]... and racial diversity... being foundational" expectations for most.
Smaller businesses who's ethos' have been clad in social concern are being mirrored by larger business. Now more than ever before authenticity, credibility, and representation are being included in this definition, which is something to be celebrated — despite it seeming like pandering at times the changing perception of what "clean beauty" means has incredible implications for the beauty industry and shoppers. Not only does it imply a brands position on social matters but increasingly we are seeing these values expressed explicitly by businesses we love. Last years, #PullUpOrShutUp started by Sharon Chuter, founder of Uoma Beauty, which called for transparency from large brands of their professional diversity is a great example of how social concerns are part of patron expectations. Whether those concerns are race, environment and/or social justice it can be argued that they are a must when it comes to the evolving definition of 'clean beauty'.
Todd Haskell, Vice President and CMO of Hearst Magazine tells WWD
"The beauty industry represents personal and individual expression where inclusivity and authenticity are a must... good genuine brand values... have become a foundational expectation... the perception of a brand’s values is what results in a final purchase decision, and brand loyalty."
How is Minzaanî a clean skincare brand?
Our journey started with the idea "to create something transparent, accessible and relevant" ethically sourcing our ingredients from an organic wholesaler in Devon, who source their stock primarily from villages in West Africa and the Caribbean. Over time our philosophy has developed, tying in our East African heritage and belief in giving back. Our name accounting for heritage (meaning scale, in Luganda) while initiatives like #GreenFingers were created to encourage customers to get involved with recycling and giving back.
In addition to ethically sourced ingredients, Minzaanî is committed to making an impact and offering insight into areas that aren't typically explored. We aim to invite our customers into the larger discussion of representation, sustainability and transparency in the skin care industry. Whether that's at the beginning or somewhere in the middle of your journey as a conscious shopper, supporting our brand is a decision to shop with the aforementioned principles in mind and an obligation for us to introduce you to more aspects of clean skincare.