Clean label started as a consumer trend. Today, it is shaping how CPG brands develop, position, and reformulate skincare products. From sourcing to packaging, ingredient transparency and simplification are influencing every part of the innovation process.

Transparency is now shaping product development

‍For cosmetics innovation teams, clean label reformulation is no longer a secondary task. It is a product strategy. Consumers are increasingly reading labels, using apps to assess safety ratings, and expecting brands to publish what is in their formulas and why. In the UK, over 60% of adults say they have difficulty accessing reliable information about product safety and sustainability. The demand for clarity is growing. 81% of Gen Z consumers say ingredient transparency influences their buying decisions.

Brands are responding by simplifying formulations, removing flagged ingredients, and publishing internal standards for ingredient sourcing and safety.

Reformulation without compromise

‍Clean label does not mean stripped-down performance. The most advanced formulations now combine biobased, upcycled, or biotech-produced actives with clinical data to support claims. Pai Skincare, Tata Harper, and Givaudan are all investing in ingredient platforms that meet clean label requirements while delivering targeted results.

Givaudan’s UltraReverse hyaluronic acid, produced through precision fermentation, delivers low molecular weight fractions that penetrate the skin’s layers. Its performance is supported by biological testing and helps brands formulate without the additives commonly used to stabilize standard hyaluronic acid.

Where leading brands are focusing their R&D efforts

‍The clean label trend is also regulatory. In Europe and Asia, new restrictions on greenwashing, microplastics, and unsubstantiated claims are being enforced. Innovation teams are moving faster to pre-empt changes and reduce formulation risk. In 2023, the industry saw heightened scrutiny on claims, with expectations for scientific backing.

At the same time, claims are under greater scrutiny. Brands that can show how their clean formulations maintain performance will stand out.

Clarins, for example, built a traceability platform that allows users to track each ingredient by scanning a QR code on the product. Ingredient trust is becoming part of the user experience.

Apps like Yuka and Think Dirty are no longer niche tools. Yuka now has over 55 million users globally, and 94% of them report returning products with poor ratings. Shoppers can now access third-party ingredient safety ratings in seconds. This is changing how products are evaluated, purchased, and recommended.

Tips for innovation managers

‍Clean label innovation is not about removing ingredients, but about integrating the right ones, backed by data. Here are a few considerations to guide your roadmap:

• Prioritize ingredient suppliers who offer both traceability and efficacy data.
• Monitor regulatory trends proactively, especially around microplastics, greenwashing, and natural claims.
• Invest in platforms that integrate consumer-facing transparency features, like QR-linked sourcing data or app-validated ratings.
• Explore biotech manufacturing processes, such as enzymatic extraction or fermentation, to meet both clean and performance goals.

A product strategy, not a marketing story

‍Clean label is becoming the foundation for new product development. Simplified ingredient lists, upcycled actives, biodegradable packaging, and full traceability are being treated as core formulation criteria. Brands that build for transparency early reduce the need to reformulate later, avoid delays from claim reviews, and increase credibility with today’s most informed consumers.

How SOSA helps companies lead in clean label skincare innovation

‍At SOSA, we help CPG cosmetics companies identify and validate ingredient solutions that support clean label strategies. Through research, technology scouting, and industry collaboration, we enable innovation teams to access suppliers and startups working on the next generation of preservatives, surfactants, traceability systems, and lab-tested actives. We support brands in aligning product development with regulatory shifts, consumer expectations, and long-term performance goals.