A revolution in hygiene is currently happening therefore, what constitute clean is constantly changing.

The “Bacto-hygiene” is mainly endorsed by:

•The food and beverage industry

•The cosmetic industry

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This hygiene revolution is portrayed by the so called paradigm “Dirt is the new clean”. Depending on the context, clean means a lot of different things. In food and drink, it means unprocessed ingredients in their whole state. Whereas, in other industries it means free-from known harmful ingredients.

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Consumers will increasingly seek products that do no harm to their health – a key part of the clean movement.

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Consumers already recognize the health and wellness benefits of probiotics, and this is driving more interest to try skincare products with probiotic fermented ingredients (postbiotics).