In an era of ingredient-savvy "skintellectuals" and a collective demand for tangible results, the beauty industry is experiencing a seismic shift toward clinically-backed products. Consumers are no longer swayed by marketing jargon alone; they seek scientific proof and visible outcomes. To delve into this evolving landscape, Global Cosmetic Industry sat down with experts from leading ingredient suppliers to discuss the driving forces behind this trend, the innovative solutions meeting the demand, and what lies ahead for the "cleanical" market.
The Power of Clinical Proof
Global Cosmetic Industry: What do you think are some key drivers that have increased the demand for clinically-backed beauty products?
Silab: The growing demand for clinically proven beauty products is driven by a shift in consumer expectations towards transparency and scientific expertise. While clinically backed allegations are not new, they were often associated with brands seeking to showcase their scientific heritage. Nowadays, this practice has become mainstream, with brands across all segments using clinical validation to gain consumer confidence.
Experts from Silab tell us how clinically proven beauty products are on the rise as consumers demand transparency and scientific validation, pushing brands to deliver visible, data-backed results.Silab
The proliferation of accessible informative content and the rise of “skintellectuals” have driven consumers to seek products that provide visible, quantifiable results, with clear timelines for achieving these outcomes. This trend is gradually taking requirements into a new dimension of reliability and efficiency. Advances in dermatological research as well as in artificial intelligence have made it possible to strengthen and multiply cutting-edge analyses of clinical or skin imaging studies. In consequence, they allowed brands to create products backed by precise data and embrace these advancements can offer a higher level of personalization and credibility.
In conclusion, clinical proof has become a key differentiator for brands in the competitive marketplace of beauty and represents a crucial factor in shaping consumer purchasing decisions.
Understanding the Consumer Mindset
Adding to this perspective, Michael Lull, North America's marketing director at Ashland, boils down the consumer mindset to three core elements.
Michael Lull, NA Marketing Director at AshlandAshland
No Compromises
This intersection of performance and principles is a crucial point. Catherine Slish, innovation marketing manager at Symrise, explains why delivering on both fronts is no longer optional.
Global Cosmetic Industry: Why is it important to deliver ingredients that offer high efficacy and proven results alongside safe, sustainable credentials?
Slish: The demand for performance-driven products continues to increase. Consumers today are more informed and discerning; they expect visible, science-backed improvements in their skin health and appearance. Additionally, they seek to reduce the number of products they use, while still achieving maximum results. Claims like “clinical testing” help consumers decide which products are worth adding to their routines.
Catherine Slish, innovation marketing manager at SymriseSymrise
To illustrate how their portfolios are meeting these multifaceted demands, the experts at Silab highlighted specific, science-backed ingredients.
Clinically-Backed Ingredients for Hair and Skin Care
Global Cosmetic Industry: Can you provide 1-2 examples of clinically-backed ingredients you manufacture that fulfill this need for hair care, skin care, etc.?
Silab: Silab demonstrates the cosmetic efficacy of all its active ingredients through robust protocols, thanks to its in-house in vitro laboratory, which studies molecular and tissue biology, and its in-house in vivo laboratory, which performs clinical evaluations on volunteers.
For its active ingredient, Inclusium, enriched in alfalfa galactomannans, Silab got interested in inclusive beauty. Indeed, whether masculine, feminine, young, old or from the four corners of the world, all skins have their particularities and concerns. Developing an active ingredient able to meet specific needs of all skin types is therefore a big challenge. As a result, the development of Inclusium involved colossal clinical work. Indeed, Silab considered the specific concerns of each ethnic group, which is why 5 clinical studies were specifically designed in consultation with experts from 4 different countries: the ingredient was evaluated on mixed gender groups with young and mature, Caucasian, Asian, Latin-American, and Afro-American panels. Thanks to this extensive work, Inclusium can respond rapidly and over the long term to universal cosmetic expectations with its hydra-smoothing and complexion perfector powers (as of 7 days of treatment), and its clinically proven anti-aging effect. This multifunctional natural active ingredient is the ideal solution to enhance the beauty of all skin types.
Lull: Softhance mr conditioning agent is a clinically tested, nature-derived, biodegradable non-microplastic innovation which delivers perceivable softness and conditioning, backed by in-vivo testing results. Our biofunctional stars shine as well. Collapeptyl biofunctional, a 99.7% natural and vegan hybrid collagen peptide has significant in-vitro, ex-vivo, and in-vivo testing validating its ability to deliver glass-like, glowing skin benefits.
Slish: SymVital Mada Zingiber Officinale (Ginger) Root Extract is a powerful, well-aging active rich in gingerols and shogaols. 100% pure ginger root extract, developed by Symrise, is part of a sustainably sourced Ginger Program in Madagascar. This highly regarded program diversifies income for vanilla farmers and empowers 800 farms with local employment. This well-aging active ingredient targets biological factors of aging and supports an even skin tone by protecting against the effects of visible light, blue light, UV-induced hyperpigmentation, and pollution-induced spot darkening. Additionally, it improves overall skin texture, making the skin smoother and less textured.
Trends to Watch in the Clinical Beauty and "Cleanical" Market for 2025
Global Cosmetic Industry: Any trends you predict growing in the remainder of 2025 for the clinical beauty/"cleanical" market?
Lull: Sustainability is a non-negotiable and will continue to be. Consumers expect it without trading down performance or experience. Disruption in the cleansing space is imminent, with emerging technologies enabling science-backed, clinically proven innovations that deliver standout efficacy and experience.
The Future of Skin Care: Collaboration for Sustainability and Innovation
In conclusion, Slish ends with a forward-looking statement on industry collaboration.
Slish: Combining high efficacy with safe and sustainable practices is not merely a trend; it represents the future of skin care. Moving forward, we will see brands and product developers working closely with ingredient manufacturers to validate efficacy and provide sourcing and supply chain transparency.
Forward-thinking beauty brands seeking tailor-made, claims-backed, and trend-aligned formulations will partner with ingredient suppliers for sustainable formulation. Symrise offers full formulation development services through its Beauty Activations initiative.
Beauty Activations is dedicated to enhancing the product development cycle with smart, scalable solutions while aligning with the broader commitment to individual well-being and environmental health.
