I’ve always found it odd that clean beauty conversations are mostly about what not to put into your product. Bigger, systemic issues - how your product is made, where you sourcing ingredients, building more consumer understanding & trust - seem to get very little air time.
I shared this perspective with Annie (CEO & Founder of Credo Beauty who are true pioneers in the clean beauty space) and it turned out she thought the same! So we decided to write an opinion piece laying out an agenda for a New Clean Beauty Manifesto. In our opinion, this agenda has five pillars:
True clean starts at the source. Instead of simply “natural” ingredients, the goal should be responsible sourcing, whether plant-based, lab-grown, or synthetic. Biotechnology now allows us to make high-performance ingredients from sugarcane, algae, or yeast (as examples) instead of petroleum. Moreover, zero-waste processing isn’t optional anymore; upcycling waste streams reduces a product’s total impact. These advanced bio-based materials reduce our carbon footprint, cut our impact on land and water use, and boost climate resilience.
Packaging is part of the product. Consumers see it first, and too often, it’s the only thing that lasts. Systems-level packaging innovation like using post-consumer recycled plastics or refillable aluminum systems can address the lifecycle of a product (not just what it looks like). The Ellen MacArthur Foundation estimates that only 14% of plastic packaging globally is recycled. Closing that gap requires both material innovation and infrastructure collaboration.
Radical transparency in manufacturing. Most brands can’t tell you how much energy, water, or waste their contract manufacturers generate. That’s changing fast. New traceability platforms, carbon accounting tools, and blockchain-enabled supply chains make it possible to see upstream impacts in real time. Transparency should not be about overwhelming consumers with data, but rather about measuring what matters, building trust, and demonstrating commitment to continuously improving.
Iteration as a principle. We all know that perfection can stall progress. In this next wave of clean, our mindset needs to be constant improvement: beta-testing new materials, measuring impact, and evolving solutions. In software, updates are constant, and, in our view, beauty should be no different. A moisturizer reformulated with Big Kelp Flex this year could use a carbon-negative emollient next year. Clean 2.0 is iterative, not absolute.
Consumer honesty. Aspirational campaigns are easy to ignore but tangible metrics aren’t. When brands report that their products contain 70% post-consumer recycled material, or that each refill saves 100 grams of plastic and 500 liters of water, those facts stick. They’re measurable, verifiable, and communicable. Clean 2.0 requires clear numbers to verify claims and show progress.
In the Beauty Matter OpEd we lay out the argument in more detail. But don’t think of this list as a definitive declaration but rather as a departure point, a place to begin the conversation. Got thoughts? I’d love to hear them!
Kelp CoLab: accelerating beauty innovation
About a year ago, our friends at Greenwave asked an important question: how can we help build markets - and by extension, demand - for kelp? Several conversations later and the Kelp CoLab program was born. This 10-month initiative aims to drive adoption of kelp-based ingredients in beauty and beyond.
The inaugural cohort is focussed on beauty. Greenwave has invited Macro Oceans to be its exclusive beauty R&D partner while Unilever Foundry is providing expertise and market insights. Up to 10 brands will be selected to pursue a fully-funded kelp innovation project. Topics include everything from new product development to solving formulation challenges to running new clinical trials.
We are super excited at the brands that have been selected. Stay tuned for more updates over the coming months!
See you at Supplier’s Day
If you’re going to be in Long Beach this week for Supplier’s Day, stop by Catalyst Technologies’ booth #350-355 or send us a note to meet up - we’d love to learn more about what you’re working on and show you some cool new Big Kelp Flex demos!
Try these products, feel kelptastic!
I’m often asked about my favorite products that use kelp. There are so many great products out there, but here are a few of my favorites:
EverBoost Multi-Peptide Scalp Serum is like an awesome fertilizer for your scalp by Everist
Day-to-Day is a revitalizing shampoo for gentle cleansing by Fat & The Moon
Try them out and I promise you’ll feel as kelptastic as I do!