London – BYBI, a new luxury range from the Clean Beauty Company, has launched Detox Dust, an anti-pollution face mask that is said to flush out toxins. The powder, which is mixed with water, oil, honey or yoghurt to make a paste, uses activated charcoal and kaolin clay to draw out skin impurities.
‘I think consumers of all ages are becoming increasingly concerned with pollutants,’ says Elsie Rutterford, co-founder of Clean Beauty Company. ‘They don’t just affect ageing skin, but are also linked to increased skin sensitivities, breakouts and general skin appearance across all skin ages and types.’
Sales of anti-pollution prestige skincare products have risen by 30% from January to June 2017, according to NPD Group. This emerging skincare category is now valued at £3.1m ($3.9m, €3.3m). For more on how brands are responding to atmospheric irritants, see our Sensitised Living Market report parts 1 and 2.