Clean Beauty is not a totally new trend, however the rage to protect the environment has taken a drastically different angle this year and is expected to get even stronger coming 2019. Consumers are becoming aware of the harmful effects of plastic to the environment. More brands are shifting to using paper or glass packaging to keep up with this new movement. Consumers expect the beauty industry to help protect the safety of the environment. The new expectation is for them to recycle products and use less water while manufacturing.