A growing wave of beauty entrepreneurs is bringing skincare back to basics, swapping traditional chemicals for plant-based, organic ingredients, simple formulas, and a “clean beauty” ethos rooted in skin health. Consumers are increasingly scrutinizing labels and demanding transparency, trading formulas full of unpronounceable names for ingredients they recognize.

Once a niche trend, the organic skincare market is predicted to grow by more than $14 billion in the next five years, according to a Mordor Intelligence study . A TikTok search reveals more than 578,000 posts tagged #naturalskincare.

Atlanta brands have been active players in this emerging movement. They are increasingly crafting products that are gentle on the skin and the environment, each with a distinct philosophy on what

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