Concept 4 Launches Better Beauty to Simplify Formulation

Event Details and Context

B Corp-certified partner Concept 4 launched a comprehensive formulation collection called Better Beauty. The range spans four sectors: color cosmetics, skincare, haircare, and body care, offering nearly 29 products. Its core objective is to provide a practical foundation for brands and retailers to streamline development processes and reduce reformulation risks, while prioritizing skin safety.

Key Data and Practices

Better Beauty is built on an ingredient assessment framework and exclusion criteria that can be adapted to specific retailer or brand requirements. The development process was guided by Concept 4 in collaboration with Chinese manufacturing partners to ensure formulations meet defined standards and align with international expectations. Each formula underwent reviews for efficacy, texture, stability, and sensory properties, with adjustments made based on trial feedback to maintain sensory quality while meeting ingredient requirements.

Industry Context

Restricted-ingredient collections are typically developed in Europe, yet complete ranges from China are less common, especially without a defined ingredient framework. Better Beauty leverages manufacturing partners in China that already serve international beauty brands. It aims to provide a reliable starting point for international brands, supporting the rapid creation of private-label programs, new sub-ranges, or complete collections, thereby reducing risks of extended development timelines and delayed market entry.

Implications for B2B Procurement and Brands

For B2B procurement, the platform offers a framework informed by regulatory requirements, retailer restricted substance lists, and consumer-facing assessment tools. This supports greater confidence in product claims and reduces the likelihood of later reformulation. Brands can use this as a practical starting point for private-label development, leveraging its flexible foundation to adapt to specific blacklists, thereby managing supply chain compliance and product innovation speed more efficiently while maintaining performance and user experience.