What's Happening?
Kiyomi Skin, an indie beauty brand, is setting a new benchmark in the U.S. market by adhering to European Union (EU) ingredient standards, despite operating in a market that does not require such stringent regulations. The brand's CEO, Daniel Struve, emphasizes that this decision reflects their commitment to quality and safety, rooted in their German origins. By formulating products according to EU Cosmetic Regulation (EC) No. 1223/2009, Kiyomi Skin ensures that their products meet high safety and efficacy standards. This approach involves sourcing compliant actives and excipients, and reformulating around materials restricted under EU law. The brand avoids ingredients like mineral oils, siloxanes, and sulfates, opting instead for biocompatible
alternatives that respect the skin barrier and microbiome.
Why It's Important?
Kiyomi Skin's adherence to EU standards in the U.S. market highlights a growing trend among indie beauty brands to prioritize ingredient safety and transparency. This move not only builds consumer trust but also sets a higher standard for product safety and efficacy in the industry. As consumer awareness about ingredient safety increases, brands that adopt stricter regulations can differentiate themselves from competitors, potentially influencing larger companies to follow suit. This trend could lead to a shift in the U.S. beauty industry towards more rigorous ingredient oversight, benefiting consumers by ensuring safer and more effective products.
What's Next?
As Kiyomi Skin continues to expand in the U.S. market, their commitment to EU standards may encourage other indie brands to adopt similar practices, potentially leading to a broader industry shift towards stricter ingredient regulations. This could also prompt regulatory bodies in the U.S. to consider aligning more closely with EU standards, enhancing consumer safety and product quality. Additionally, Kiyomi Skin's focus on transparency and education around ingredient safety may inspire other brands to prioritize consumer education, fostering a more informed and discerning customer base.
