{"id":186529,"date":"2026-01-20T16:00:44","date_gmt":"2026-01-20T15:00:44","guid":{"rendered":"https:\/\/www.ainia.com\/?p=186529"},"modified":"2026-04-02T12:56:39","modified_gmt":"2026-04-02T11:56:39","slug":"functional-clean-beauty-new-efficacy-standards-in-natural-cosmetics","status":"publish","type":"post","link":"https:\/\/www.ainia.com\/en\/ainia-news\/functional-clean-beauty-new-efficacy-standards-in-natural-cosmetics\/","title":{"rendered":"Functional Clean Beauty: new efficacy standards in natural cosmetics"},"content":{"rendered":"
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  1. What Clean Beauty 2.0 means and why it is changing the market<\/a><\/strong><\/li>\n
  2. New efficacy standards in natural cosmetics<\/a><\/strong><\/li>\n
  3. Alternative evaluation methods to animal testing: key models and tests<\/a><\/strong><\/li>\n
  4. Process sustainability as part of efficacy<\/a><\/strong><\/li>\n<\/ol>\n<\/header>\n
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    1. What Clean Beauty 2.0 means and why it is changing the market<\/h2>\n

    According to analyses by Mintel and Euromonitor<\/em>, more than 60% of cosmetics buyers in Europe and the United States say they prioritise \u201cnatural\u201d or \u201cresponsible\u201d products<\/strong>, and this trend is becoming stronger among younger consumers. In terms of expectations, this translates into three recurring demands:<\/p>\n