Sustainability in the beauty industry: navigating consumer demands in 2023

Eva Lagarde 01 May 2023

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Sustainability is a pressing issue for the beauty industry. Consumers are no longer content with merely purchasing products - they want to be part of the sustainability conversation and demand that brands make a meaningful difference. Explore how beauty brands can meet this challenge while staying true to their brand and staying profitable.

This report is presented in three parts. Here below is the first part.

1 - Consumer Perspectives

2 - Macro Trends - Here

3 - Key Takeaways

1 - CONSUMER PERSPECTIVES

2015 -2019 = Non-toxic beauty

Users are introduced to controversies (about health risks especially: carcinogenic, hormone disruptors…).
It leads users to think of cosmetics as toxic.
Users massively avoid brands they lost the trust in and seek alternatives with no controversial ingredients.

scattered smoke inside room with man and woman covered their nose — Photo by Jules D. / Unsplash

2019-2021 = Clean Beauty

Clean beauty becomes increasingly popular among a mainstream audience.
In addition to ‘non-toxic’, it also puts a stronger emphasis on gentleness, sustainability and ethics.
Niche but strongly committed brands rise and seduce consumers.

person holding yellow plastic spray bottle — Photo by JESHOOTS.COM / Unsplash

2022-2024 = Conscious Beauty

Users are now Experts in beauty (know how to read the label, understand the science…).
Consumers are looking more into the 360° impact of beauty with: Gentle for the skin, Reduced Environmental Impact, Limiting Health Risks, and being Ethical (animal welfare, fair labor, …)
Looking at the science behind beauty, and the proof behind the claims.

woman in black tank top and black pants sitting on green grass field during daytime — Photo by Benjamin Child / Unsplash

2023 - 2024 - BEYOND CLEAN BEAUTY

Other wording to express the Clean Beauty status
• Conscious beauty
• Sustainable beauty
• Safe beauty
• Non toxic
• Holistic Beauty
• Transparent / Honest Beauty