The Clean Beauty Movement: How to Tap Into the Rise of Conscious Consumerism
Dewy skin, minimal makeup, and soft, shiny hair are trademarks of the ever-rising “clean girl aesthetic.” Since the early 2020s, the trend has taken over social media platforms like TikTok and Instagram, and experts say it’s here to stay. Alongside the growing consumer demand for a minimalistic skincare, makeup, and hair routine, more and more brands are catering to customers’ needs for conscious beauty products — ranging from toxin-free ingredients and sustainable packaging to sleek designs. It is clear that we have entered an era where consumers value not only a product’s effectiveness but also its impact, quality, and craftsmanship — values reminiscent of the Scandinavian ethos. But what are the implications of the clean beauty movement within this context, and how can brands harness the rise of conscious consumerism, extending its relevance beyond the beauty industry?
In a conversation with three visionary Danish clean beauty brands, VOCAST explored the rise of the clean beauty movement and its impact on brands in an ever-evolving market. Speaking with the brands’ founders, we asked them how they define clean beauty, how it shapes their brand identity and marketing, as well as where they see the movement heading. As consumers continue to prioritize purity and transparency, the clean beauty movement is not only making a mark in the beauty industry but also in the broader landscape of conscious living.
Meet Jette Nørgaard Haulrig
Jette Nørgaard Haulrig is the co-founder of Yrolí, an award-winning Danish clean beauty brand born from a deep motivation to make a difference. Together with her long-time friend and co-founder Trine-Lise Buestad-Kjeldsmark, Jette is driven by a shared commitment to conscious consumption and responsible living.
Meet Heydi Vásquez
Heydi Vásquez is the founder of Copenhagen-based Ara’kai Beauty, a clean beauty brand and space born from her passion for mindful self-care, aesthetics, and sustainability. In addition to their own product line, Ara’kai offers a curated collection of the finest beauty products from around the world, alongside a range of high-quality treatments.
Meet Carina Muriel Conradsen
Carina is the CEO and founder of Elou, a Danish brand that offers 100% plastic-free beauty products, from the ingredients to the packaging. Based in Copenhagen, Elou is on a mission to redefine hair and skincare by prioritizing sustainability and quality. The brand focuses on creating products with the lowest possible environmental impact, without compromising on effectiveness.
Clean beauty and the Scandinavian ethos of craftsmanship & design
When clean beauty first entered the market a few years ago, it was primarily defined by what it lacked—toxins, parabens, sulfates, and other harmful ingredients. Reflecting a rising consumer awareness, it tapped into a growing consciousness about what people were putting in and on their bodies. Clean beauty promised safer, simpler alternatives. But as the movement has evolved, so has its definition. Today, “clean” is no longer just about avoiding the bad—it’s about embracing the good. From ethically sourced ingredients to sustainable packaging and transparent production, clean beauty now embodies a broader, more holistic approach to wellness and responsibility.
“Clean beauty demands more. It requires a 360-degree perspective; how a product is formulated, produced, used — and what happens when it disappears down the drain.”
– Jette / Yrolí
In today’s market, clean beauty is furthermore defined by trust and transparency. Consumers are more aware than ever of what’s in their products and how those choices align with their values. Clean beauty brands are committed to offering clarity through honest communication about ingredients, sourcing, and production. This ensures that products are safe and aligned with sustainability and ethical responsibility, empowering consumers to make informed choices that support both their health and environmental priorities.
“At Ara’kai, we approach clean beauty as a promise to prioritize care and integrity, from how we source materials to how we communicate with our customers.”
– Heydi / Ara´kai
While many associate clean beauty with fixed standards, some brands, like Elou, embrace a more fluid interpretation of the term. For Carina from Elou, it’s essential not to let the word “clean” stand alone without context. Instead, brands should clearly communicate what they stand for—whether it’s plastic-free packaging, nature-derived ingredients, or a commitment to avoiding harmful substances. Carina emphasizes the importance of intention: vague or ambiguous language can easily mislead consumers. The takeaway? Be clear about what exactly makes your brand “clean.”
“We choose to use ‘clean’ with great care and consideration, not leaving the term to stand on its own without substance behind.“
– Carina / Elou
As with all things Scandinavian, clean beauty brands from the region embrace the movement’s core principles of purity and transparency, while also aligning their actions with the Scandinavian ethos of craftsmanship, simplicity, and elegance. Much like in Scandinavian interior design and fashion, nature plays a central role—both as a source of ingredients and as inspiration for the products themselves. These brands focus not only on what goes into their formulations, but on the entire experience, offering no-fuss products with minimalist, beautifully designed packaging. In this context, clean beauty becomes more than just a routine—it becomes a lifestyle, defined by both purpose and aesthetics. As Heydi, founder of Ara’kai, puts it: “It’s a natural connection.”
“To us, clean beauty and Scandinavian craftsmanship go hand in hand; purposeful, precise, and built to last.”
– Jette / Yrolí
With a strong emphasis on quality, simplicity, and integrity, Scandinavian clean beauty brands integrate these values into every aspect of their products—from formulation to packaging.
Image credit: Yrolí
The role of design and visual appeal
Consumers today seek more than just functionality; they want products that make a statement, seamlessly blending practicality with aesthetic appeal. For clean beauty brands, maintaining a strong, intentional design is crucial in connecting with the conscious consumer and building trust. All three brands we interviewed use design as an extension of their brand identity, aiming to create a seamless connection between their products and the conscious lifestyle they reflect. From creating calming spaces to aligning every visual element with their purpose, storytelling is at the heart of their marketing strategies. Building a strong relationship with your audience starts with clear, intentional communication — from product descriptions to advertising and brand messaging.
“Design and storytelling are everything! They’re how you communicate who you are before anyone even opens the bottle.”
– Heydi / Ara´kai
“Through our imagery, we want to provide our customers with a glimpse into a universe where they can easily see how our products align with a conscious, mindful way of living.”
– Carina / Elou
But aesthetics aren’t everything. While visual storytelling can reinforce branding and give consumers a clear sense of what to expect, it’s crucial to stand out in a world of greenwashing and performative activism disguised as sustainability. To build genuine trust, clean beauty brands like Yrolí rely on certifications such as the B Corp and Nordic Swan label to validate their standards and values. In Jette’s words: “Clean beauty is not a vibe — it’s a verified standard.” It’s clear that in today’s market, transparency isn’t just appreciated; it’s expected.
“With so much noise in the industry, consumers need honest signals.”
– Jette / Yrolí
Similarly, the design itself should reflect the conscious choices consumers make when buying clean beauty products. Brands like Elou are continuously improving their design to align with their values and mission, always striving to minimize their carbon footprint. A key example is their packaging, which is not only plastic-free but made from grass paper—one of the most sustainable options available.
“Our packaging design reflects and supports the very essence of the clean beauty philosophy. The outside should represent the inside, which is why we value the outer packaging just as highly as the contents, the ingredients themselves. ”
– Carina / Elou
In a market increasingly focused on authenticity and transparency, clean beauty brands must ensure their design not only resonates with consumer values but also reflects the genuine integrity behind their products.
Image credit: Elou
Future trends & lessons learned
So, what’s next for clean beauty? We’ve gained expert insights into what defines clean beauty, how the Scandinavian ethos plays a role, and how communication and marketing practices can be leveraged. Now, the question turns to the future: what trends can we expect, and what lessons can brands carry forward as they navigate the demands of conscious consumerism?
To meet the growing demand for minimalist and authentic products, brands must focus on what truly matters. It’s about narrowing the focus to simplify routines while making a meaningful, positive impact.
“I see a move toward products that simplify, not complicate – fewer products that do more, with less waste. ”
– Heydi / Ara´kai
Clean beauty is no longer just about what’s inside the bottle; it extends far beyond the ingredient list, encompassing how products are made, the values behind them, and the impact they leave behind. Brands need to ensure their visual appeal aligns with their actual products. Carina from Elou highlights the importance of considering the entire product cycle, as consumers are demanding more than just quality content. In this context, transparent communication and credible certifications are essential in earning consumer trust, as Jette from Yrolí points out.
“Today, it’s more important than ever to consider the entire product, not just the content.”
– Carina / Elou
“True clean beauty has to be clean in every direction — not just in the ingredient list, but in intent, action, and outcome.”
– Jette / Yrolí
As we look to the future, it’s clear that conscious consumerism isn’t confined to the clean beauty realm—it’s a movement that spans across industries, from fashion to interior design and beyond. Consumers today are increasingly prioritizing transparency, sustainability, and authenticity in all areas of their lives, and brands across sectors need to respond. By embracing these principles, brands can create products and experiences that truly resonate with the growing demand for ethical choices.
“People are asking harder questions, not just about ingredients but about sustainability, supply chains, and ethics.”
– Heydi / Ara´kai
The clean beauty movement is just one part of a larger shift toward conscious consumerism, where transparency, sustainability, and quality take center stage. Brands that stay true to these values and communicate them clearly will be best positioned to thrive in a world where mindful choices define the future.
Image credit: Ara´kai
Your go-to list of the most relevant clean beauty influencers across markets:
Our research team has handpicked the top clean beauty influencers from each market. Explore them below:
Kim-Mara is the Dutch Media Researcher at VOCAST. She is a Communication Science student at the University of Amsterdam, currently completing the rest of her bachelor’s degree in Copenhagen. Outside of our office, she is passionate about fashion and content creation.
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