As consumer preferences continue to shift towards clean and natural beauty, Biossance is hoping to mitigate confusion and take the lead in becoming the go-to resource for education on the trend with the establishment of a clean ingredient library, slated to launch mid-March.
“We wanted to create a library knowing that consumers are hungry for facts and information, but are confused since there is so little regulation or standardization in the beauty industry. They are savvier than ever, and we want to be the destination of choice for any questions related to beauty and sustainability,” said Teresa Lo, Senior Director of Marketing.
The brand will differentiate the new initiative from other ingredient libraries by focusing more on clean beauty product switches instead of simply listing ingredients to avoid. The library will be promoted across the brand’s social media channels, as well as its educational platform, The Clean Academy, which launched October 2019 with a series of free content designed to deliver information about ingredients, labels, products and sustainability.
“Our goal is to make it easier for people to make ‘clean swaps’ by providing tangible takeaways with regards to clean ingredients and products. The ultimate goal is to continue to build awareness of clean beauty, and that clean products are just as, if not more effective, than traditional products,” said Teresa.
Last week Amyris, Inc., the parent company of Biossance, announced that the brand is experiencing better-than-expected growth for 2020. For the year-to-date period ended February 18, sales from Biossance’s DTC website more than doubled total full-first quarter 2019 sales. Additionally, from Valentine’s Day to President’s Day, the brand’s website sales exceeded total website sales for the entire month of February last year.
“We expected around 150 percent growth for our Biossance brand this year and are currently tracking over 250 percent year-on-year sales growth after the first six weeks of 2020,” said John Melo, Amyris President and CEO. “This momentum in clean beauty overall has the potential to deliver $130 million-plus in sales and more than $90 million in revenue with very strong gross margins for 2020 across our Clean Beauty portfolio. This is a movement that is here to stay as educated consumers choose products made and marketed by responsible brands that deliver very strong efficacy. We are very pleased with the number of brands that are joining us to clean up the beauty industry and making people’s skin and our planet healthier.”
Furthering its commitment to clean beauty, Biossance is planning to host an awards gala this summer honoring people and brands for their work in clean ingredients, formulas and sustainability. A scholarship will also be awarded.