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Why Deciem is debunking clean beauty

The rise of “clean beauty” in recent years, which has sparked an influx of “natural” and “vegan” products, is a trend that shows no sign of slowing down.  In fact, the global clean beauty market is expected to reach US$11558.5 million in 2027, according to Brandessence Market Research. The report defines clean beauty as a product that is “safe, non-toxic, and has transparent labelling of ingredients”. It’s perhaps unsurprising then, that in a free-from world, “chemic