Genius Tito's Dry January Campaign

Jan 04, 2023

∙ Paid

Good morning. I just took a dance cardio class and I feel like a new woman.

💄 “Clean beauty” is bullshit. I feel like this term is veryyyy 2016. The research consultancy Brandessence estimates that nearly one-third of the United States market is now labeled clean, with an increase of 12 percent expected from 2020 to 2027. Currently, clean beauty has 5.6 million hashtag views on Instagram and 1.2 billion on TikTok. I’ve even seen influencers argue that Botox are clean because, “it’s just a chemical.” Many consumers and brands believe natural ingredients are always better than lab-grown ones, but lab-grown ingredients can be less water- and labor-intensive. And “natural” doesn’t necessarily mean safer, given how many chemicals have been proven to be safe for use on skin. Personally, I don’t really care if my makeup is clean, as long as it works, it comes off, and it looks good.

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