What consumers actually expect from brands when it comes to sustainability?

Theresa Yee

This introduction is an extract to our full report on sustainability and consumer trends. Sign-up and select the free option to access this article, and learn more about the Beauty Consumer & Sustainability Trends.

Introduction to a three part report by Theresa Yee, a beauty and wellness journalist and trend forecaster with 15 years’ experience in the cosmetics industry. Previously, Theresa was the senior beauty strategist at global trend forecasters WGSN. Theresa is also a well-respected beauty expert and has judged various industry beauty awards and is currently part of The Attracta Beauty Awards judging panel. She’s also a visiting lecturer at Conde Nast College of Fashion & Design. Health and wellbeing is also one of her focus areas.

The report aims to answer:

  • What does sustainability mean to consumers in the post-pandemic world?
  • What are their new desires and priorities when considering beauty’s sustainability
  • What are shopper’s motivations to sustainable consumption and the roadblocks?
  • 10 sustainable beauty trends


  • Macro trends - part 1, here
  • Consumer attitudes to beauty sustainability - part 2, here
  • Barriers to buying sustainable beauty products - part
  • Sustainable beauty trends - part 3


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