While 45 percent of Curate Beauty's customers are clean boutiques, this category on their site has grown exponentially in the last four weeks, with clicks into the collection upped by 285 percent. Key players in this arena are brands not only conscious of their ingredients, but also taking into account their packaging and carbon footprint, too. Take Frank's Remedies Ultimate Detox Mask (£32), which uses activated charcoal made from coconut shells — a more planet-positive, sustainable alternative to standard charcoal.