According to the CleanHub Clean Beauty Consumer Survey involving 523 adults, primarily decision-makers in personal and healthcare product purchases, and their own online survey, consumers are demanding quicker action from the beauty industry towards sustainability. An overwhelming 81% of respondents believe that brands should actively minimize plastic packaging, while 72% are eager to understand how brands prevent product waste from reaching oceans or landfills.
The survey revealed that 47% of consumers prioritize recyclable plastic packaging, and an equal percentage are willing to pay more for items packaged sustainably. When it comes to cosmetics, 63% consider “clean beauty” extremely or very important, placing emphasis on non-toxic products. Beyond that, consumers value cruelty-free attributes, sustainable packaging, organic ingredients, zero waste, environmental impact, and vegan suitability.
Interestingly, 40% of respondents seek more information on sustainability, actively researching brands’ eco-credentials. They rely on packaging details (61%), brand websites (60%), social media (37%), and word-of-mouth discussions (24%) for such information.
With the holiday season approaching and approximately 26% of consumers purchasing beauty products, the survey highlights consumer dissatisfaction with the industry’s current sustainability progress.
While acknowledging strides toward sustainability, CleanHub points out the beauty industry’s substantial contribution of 120 billion units of plastic packaging and 19 million acres of deforestation annually.
The hashtag #CleanBeauty garnered significant attention on social media platforms like TikTok and Instagram, emphasizing the growing interest and concern among users regarding sustainable beauty practices.
