Better Beauty was developed to reduce that friction while keeping skin safety as a priority. It is a collection of nearly 29 products spanning colour cosmetics, skincare, haircare and body care, built on an adaptable ingredient assessment framework and exclusion criteria. The goal is not to imply that conventional products are unsafe, but to give brands and retailers a transparent, flexible foundation they can adjust to their own lists while protecting performance and user experience.
What the collection includes
Better Beauty covers a practical cross-category range designed as ready starting points:
Colour cosmetics: powder foundation, blush, eyeshadow, lipstick, lip oil, lip gloss and liquid highlighter
Skincare, haircare and body care: cleanser, toner, body mist, hand cream, shampoo, conditioner and shower gel
Each formula was reviewed for efficacy, texture, stability and sensorial quality, with refinements made during development in response to trial feedback. The result is a set of formulations that can support private-label programmes, new sub-ranges or complete collections without starting from zero.
How Better Beauty supports development
Better Beauty is intended as a structured starting point for product development rather than a finished brand range. It supports:
Private-label programmes where development speed and selected-ingredient compliance are priorities
Sub-ranges or line extensions that must align with existing retailer or brand ingredient policies
Coordinated multi-category collections for teams seeking to reduce supplier complexity and reformulation risk
“Better Beauty gives brands a reliable place to start that lowers complexity and supports more efficient product development. By guiding the work with our manufacturers in China against a clear ingredient framework, we created nearly 29 products that keep carefully selected ingredients at the centre while preserving efficacy and the sensorial qualities people expect. That combination is what makes the collection practical for international brands.” - Pascal Vieilvoye, CEO, Concept 4
An adaptable framework
The collection is built around an ingredient assessment framework informed by regulatory requirements, retailer restricted-substance lists, consumer-facing assessment tools and Concept 4’s internal review process. Because the criteria can be adjusted to a brand’s or retailer’s specific blacklists, teams gain greater confidence in claims and lower the chance of later reformulation.
Developed in China to international standards
Restricted-ingredient collections like this have traditionally been developed in Europe. A complete, framework-backed range from audited China-based manufacturers that already work with international beauty brands is much less common.
Concept 4 guided partners in China through the full development process so the formulations meet the defined ingredient standard and align with the expectations of global brands and retailers. Packaging options also include FSC-certified paper and post-consumer recycled (PCR) materials.
Now Available
Better Beauty is available now for brands and retailers looking for a more structured path into skin-conscious development.
If you’d like to review the collection, discuss how the framework can be adapted to your own lists, or explore how it could support a private-label or sub-range project, get in touch with the Concept 4 team!
