This is the year that clean makeup finally nails bold color and full coverage

The “no-makeup look” has been so intertwined with non-toxic makeup that it’s hard to imagine that would ever change. But now clean cosmetic companies are beginning to make every seriously pigmented shade you could ask for, minus the questionable ingredients. And the category is growing faster than you can swipe on a lip gloss.

According to Future Marketing Insights, this segment is anticipated to comprise half of the cosmetics market. We’re seeing this with cult-fave brands like Rituel de Fille and organic Au Naturale Cosmetics, plus newcomers like Lawless (founded by Annie Lawless of Suja Juice fame) and Velvet, which are launching long-lasting, bold lipstick colors and full-coverage foundations that can truly compete color-to-coverage with mainstream brands.

Clean color cosmetics have “grown so quickly,” confirms Annie Jackson, VP of merchandising at Credo Beauty. She’s busy stocking the seven stores with many of these brands in “on-trend colors, like mainstream makeup offers, but without the potentially toxic chemicals.” Sephora’s Alison Hahn, VP of merchandising, color, says this growth “is reflective of a larger cultural shift to more transparent living and healthier lifestyles.” The mega beauty store isseeing customers clamor for such brands as Bite Beauty, RMS Beauty, Ilia, Lilah B., and Antonym. That explains why research by Kline & Company predicts that non-toxic makeup will continue to eclipse traditional cosmetics.

Considering 48 percent of consumers look for products with natural or organic ingredients, the clean category just might be the pot of (money-making) makeup gold at the end of the uber-pigmented rainbow.

What else is going to be huge next year? We’ve picked 18 for ’18—check out all of our Wellness Trend predictions here.