The term "clean beauty" is gaining popularity in the skin care and beauty industry in China in response to consumers' demands for efficacy, transparency and sustainability. Caudalie, a skin care brand originating in France, has pursued efficacy and clean beauty since its inception in 1995 and is ready to embrace the new era.

"China is ready (for the trend)," said Mathilde Thomas, co-founder of Caudalie, who returned to China in mid-March after a three-year absence due to COVID-19 travel restrictions. "When I see there is no more pollution in big cities like Shanghai and young generations want to breathe clean air, (I believe) they do not want any substance on their skin that could be a hormonal destructor and cause any irritation."

According to Mathilde, who required her first name be used, there is no standard for clean beauty products in the market so far, although the concept has become a buzzword among consumers around the world. As a pioneer clean beauty brand with aspirations of "efficacy, cleanness and sustainability", Caudalie's definition of clean beauty is "clean for the skin" and "clean for the planet".

"I created Caudalie so consumers would no longer have to choose among effective products, clean and natural formulas and an eco-friendly brand," said Mathilde.