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Nothing like a viral outbreak to make you more conscious of what goes on your face.

“Organic” has been a powerful buzzword for the last decade and change. For some folks, yeah, it’s just a matter of keeping up with trends and looking important and conscientious. For the rest of us, though, the realization that many commercial products are packed with chemicals and additives made us a little more picky about the stuff we put on or in our bodies. With the pandemic making everyone even more health conscious than usual, one sector that has received increased scrutiny is beauty and wellness products.

Clean beauty, that is to say beauty products sourced naturally without any potentially harmful chemicals, has seen a big resurgence due to the pandemic. The last thing anyone wants right now is to use something on their skin that could adversely affect their health, either now or later. There’s already one big health thing to worry about right now, we don’t more than that.

This desire for cleaner products has been around for a while, it just took a pandemic to get everyone thinking about it consciously. According to a consumer report from last year conducted by AlixPartners, “almost three quarters [72 percent] of all respondents, regardless of age, said it was important to purchase healthy or clean products.”

“These demands, though, are differentiated by market and demographics and very sensitive to pricing,” the report continued. “Understanding the implications for the supply chain and how these products are brought to market is therefore essential to developing the right business strategy.”

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Consumers want good, quality beauty products that won’t endanger their health. “Consumers are increasingly aware of, and more conscious of, their health and safety right now, much due to COVID-19,” Beautycounter founder Greg Renfew told WWD. “Clean is now top of mind, along with protecting the health and safety of their families. They want to make sure whatever enters their home, their bodies, their communities is not going to adversely impact their health.”