Juice Beauty, a prominent brand in the clean beauty industry, is closing its doors. According to various online sources, the company is liquidating its assets, citing the increasingly competitive market as one of the reasons for the closure. This is a reason Juice Beauty itself has reportedly stated. While it may seem like a loss for the brand, it’s actually a reflection of the growing and fiercely competitive nature of the beauty industry, where new brands are constantly emerging with new claims. The result is greater choice for consumers, but also the challenge of sifting through all the competing claims to understand what’s truly “clean.”
Juice Beauty made a name for itself by offering organic products free of petrochemicals, which helped shift the beauty landscape for the better. The brand’s skincare line was praised for its high-quality and organic plant-based ingredients. It is important however to note that the company initially sold its products in China, where animal testing was required for foreign cosmetics.
The Clean Beauty OG Crown
This highlights a key point: Was Juice Beauty truly the “OG” of clean beauty? On Juice Beauty’s Instagram account it states: “As the OG of Clean Beauty, we are always cruelty-free and vegan.” Juice Beauty’s decision to sell products in China when animal testing was required complicates matters. Indeed, the brand’s early willingness to sell in markets with animal testing requirements raises questions about its commitment to cruelty-free principles, which are central to the clean beauty movement. While Juice Beauty was no doubt a leader in offering high quality and organic/non-toxic products, it seems the ethical standards around animal testing took some prompting in order for the company to embrace. The clean beauty label goes beyond just using non-toxic or organic ingredients. For a brand to truly align with the clean ethos, it must also commit to ethical practices, including being cruelty-free.
On a positive note, China has recently changed its laws surrounding cosmetic animal testing, which is a significant leap forward. This development opens the door for more brands to make ethical choices without facing legal barriers. More importantly, fewer animals will be harmed.
While Juice Beauty may no longer be part of the beauty landscape, the conversation it helped spark about the meaning of clean beauty is far from over. As the industry continues to evolve, consumers will have their work cut out for them. With so many brands making clean beauty claims, it’s up to individuals to sift through all the many choices. The recently passed MoCRA (Modernization of Cosmetics Regulation Act) legislation should bring more clarity, but its full implementation is still a ways off. Until then, navigating the clean beauty industry can be a bit overwhelming.
