Green, clean, and everything in between claims have flooded the beauty landscape with no regulation. Retailers have stepped in, developing clean criteria to help educate consumers and becoming the de facto industry standards. The Detox Market’s banned ingredients list includes the 1,500+ toxic chemicals and other harmful ingredients that are banned from cosmetics in the European Union and Canada, but still present in personal care products in the US.
Leading the green beauty movement for the past decade, The Detox Market has raised the bar on clean beauty, partnering with Good Face Project for AI-powered search engine technology and cosmetic ingredient transparency for consumer shopability.
“From day one, The Detox Market has advocated and worked towards ingredient transparency in the beauty industry. With its vast ingredient ontology, Good Face Project has enabled us to make a significant step forward by providing ingredient definitions for every product formula,” says The Detox Market founder & CEO Romain Gaillard.
The duo has researched brands, products, and ingredients. The partnership will enable The Detox Market to source and share data that raises the bar when it comes to ingredient transparency. A review for all current and future brands carried at The Detox Market will include Good Face Project Approved certification. They are also working on a recommendation engine correlating consumer feedback, sales, product trends, and ingredients that will enable personalization.
“As the innovation platform for the next generation of Beauty, we are thrilled to partner with The Detox Market which is the gold standard for clean beauty retail. For over 10 years, it has been discovering brands that deliver not just safety, but also quality. We are also happy to embed our powerful platform in the processes of a retailer who seeks to support its partner brands with both its creative approach to market making (merchandising), and a science-backed safe ingredient policy,” says Good Face Project founder and CEO Iva Teixeira.
Utilizing The Good Face Index (which tracks Allergens, Irritants, Hormone Disruptors, and Carcinogens) and its comprehensive ingredient ontology will allow The Detox Market to analyze all product labels and screen every ingredient for toxicity. Good Face Project is then able to present a Safety Grade of each product along with stats on the actives in the formula.
“We believe in empowering The Detox Market community with curation and personalization throughout our website. Good Face Project’s retail APIs will enable shoppers to take command of their experience and find the products best for their needs with a number of powerful ingredient-driven filters,” says Gaillard.
“Proof point: Based on the current product offerings at The Detox Market (TDM) and analysis, we found that the average skincare product carried by TDM has about 20 ingredients, with actives (key ingredients) accounting for almost 40% of each formula. In contrast, the corresponding metrics for the average conventional skincare product at specialty big-box beauty retail are 32 ingredients and only 19% active. This actives-to-total-formula metric is one we will continue to use as a target for providing high-quality clean beauty products to The Detox Market store or site visitor,” says Teixeira.
The Detox Market believes this is more than a proof point, it is an example of the type of ingredient standards consumers are demanding. The Detox Market and Good Face Project partnership supports the beauty and personal care consumer who is becoming increasingly knowledgeable about ingredients and expects to be in full control of her shopping experience. For example, 63% of the platform’s users are avoiding at least one cosmetic ingredient when shopping the category. This number is almost 10 percentage points higher this quarter vs. the previous six months. In addition, consumers have a heightened awareness of active ingredients, and the number of searches for actives has more than doubled in the last six months.
What is more, in an industry where retailers, regulators, and consumer certification standards mandate ever-escalating ingredient restrictions, The Detox Market and Good Face Project are laser-focused on helping brands meet the consumer demand for ingredient transparency. The two partners have joined forces to provide detailed and thoughtful analysis of product formulations to over 150 brands currently carried by The Detox Market, and to offer the same level of guidance to all other brands whose products are being evaluated for distribution by the retailer.
