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Consumers are aware that not all “natural” claims are created equal, and they’re looking deeper.
Vik Pandit • Phycus Biotechnologies, Inc.
“Plant-derived” once felt like the pinnacle of clean beauty marketing. It evoked images of fields, freshness and safety. Now, that phrase is increasingly being questioned by formulators, consumers and regulators.
Today, ingredient credibility is earned through transparency, not implication. And that means bio-based, traceable, and scientifically crafted ingredients are becoming the new gold standard in skincare.
Recent research from Mintel and Euromonitor shows that the clean beauty market is both thriving and maturing. More than 90% of US adults use at least one “clean” personal care product. But 30% of them don’t know what “clean” or “natural” means. Consumers are aware that not all “natural” claims are created equal, and they’re looking deeper.
They want to know:
And whether it’s truly sustainable… not just in sourcing, but in its full lifecycle.
There’s nothing inherently wrong with sourcing from plants. But the label “plant-derived” is often vague – and inconsistent.
Consider glycolic acid, one of skincare’s hero ingredients. It’s often promoted as being found in sugarcane or citrus fruit. Yet in reality, most of it is synthesized from petroleum-based chemicals like formaldehyde. Some alternatives use fruit extracts. But these often contain unwanted impurities, require large amounts of raw plant material, and lead to formulation inconsistencies.
The lesson? “Plant-derived” can sound good but say little.
Bio-based ingredients offer a more rigorous and transparent story.
This approach doesn’t just serve eco-conscious marketing. It meets the expectations of ingredient-savvy consumers who are researching products at a molecular level. Over half of beauty buyers now engage in detailed ingredient research, and a growing portion prioritizes ingredients with clinically proven efficacy and environmental responsibility.
Marketing language like “plant-powered” may still look good on a label. But what happens when the next generation of consumers asks: “What plant? From where? Made how?”
Brands that can answer these questions clearly—and back them up with science, traceability, and transparency—will be the ones that win long-term trust.
At Phycus Biotechnologies, we believe clean beauty should be more than a label. It should be measurable, traceable, and rooted in science.
That’s why we developed Purolic™, the world’s first 100% bio-based glycolic acid, created through microbial fermentation using renewable plant sugars.
This article reflects our mission to help formulators and brand leaders navigate a fast-evolving industry with clarity and confidence. As ingredient expectations rise, we’re here to help raise the bar… together.
About the AuthorVik Pandit is the founder and CEO of Phycus Biotechnologies Inc. He is a biochemical engineer and clean beauty innovator. He developed Purolic, the world’s first 100% bio-based glycolic acid – a breakthrough that offers brands a clean, sustainable alternative to a skincare staple that’s traditionally petrochemical-derived.
With a PhD in Metabolic Engineering from the University of Toronto, Pandit spent years researching how to produce high-purity actives through microbial fermentation. His work resulted in Purolic, a glycolic acid identical in performance to the industry standard, but made entirely from renewable plant sugars and FSC-certified wood… free from formaldehyde, fossil fuels, and contaminants.
Today, Vik collaborates with forward-thinking brands and contract manufacturers to integrate Purolic™ into next-generation formulations that meet rising consumer demands for transparency, sustainability, and safety, without compromising on performance.
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