Study Says Consumers Are More Sustainable Than Ever
Key Takeaways
- Sustainability is going up in the beauty industry, with a 10% annual increase in sales of sustainable products.
- Consumers are demanding natural ingredients, cruelty-free practices, and eco-friendly packaging.
- Reusable packaging, recyclable materials, and "free-from" chemical formulae are becoming more and more important to brands.
- Transparency with certifications like Made Safe and UpCycled is increasingly important to build consumer trust.
Euromonitor's report says the beauty and personal care business is witnessing a major change, driven by rising consumer demand for sustainable products. This change covers the whole product lifecycle, from ingredient sourcing to disposal, and transcends sustainable packaging.
Customers are becoming more picky about ingredients and choosing natural products instead of ones with possibly dangerous additives. The popularity of mineral sunscreens, which have less of an impact on the environment than chemical SPFs, is indicative of this trend. The focus on clean beauty is also evident in other areas, such as colour cosmetics, deodorants, and fragrances, where sales of sustainable products are growing by double digits.
Aligning Values with Products
Consumers of beauty products today are motivated to purchase goods that uphold their moral principles. They have a strong preference for businesses that prioritise sustainability, cruelty-free manufacturing methods, and natural components. Brands are highlighting "Natural," "Vegan," and "Cruelty-Free" claims throughout their product lines to satisfy consumer demands.
Certifications such as Made Safe (which verifies non-toxic substances) and UpCycled (which validates the use of surplus materials) are gaining popularity.
Sustainable Packaging
The fight against plastic pollution is a major focus for the beauty industry. 62% of beauty companies are investing in sustainable packaging solutions. The popularity of compostable and FSC-certified packaging options reflects efforts to reduce single-use plastics and strengthen consumer trust.
Examples of Sustainable Beauty in Action
Lush is switching to Prevented Ocean Plastic™, a certified material sourced from places in danger of ocean plastic pollution; Weleda's new solid shampoo line, comprised entirely of natural and organic components, minimises plastic packaging and uses less water; and, Kaffe Bueno's Kleanstant, a cleanser made from upcycled coffee waste, proves how sustainability can enhance product capabilities while being environmentally friendly.
The beauty business has zeroed in on sustainability. Brands that prioritise transparency, natural ingredients, and sustainable methods can not only attract eco-conscious customers but also create trust and loyalty over time.
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Source: Euromonitor
