What Women Really Think About Natural Beauty

More than half of consumers will spend more on natural beauty in the next two years, according to new research.
More than half of consumers will spend more on natural beauty in the next two years, according to new research.

About 55% of women check the ingredient labels on their beauty products, according to new research from Kari Gran.

Thirty-five percent of women surveyed plan to purchase more "all natural" beauty products in the next two years than they currently do; interestingly, the percentage of positive responses varied unevenly with age: millennials, 48%; women aged 35-44 and 55-64, 35% each; women aged 45-54, 29%; and women over 65, 21%.

33% of millennial women will purchase more skin care; 14% of millennials will only purchase "all-natural" skin care products, representing a high among all demographics

The survey comprised more than 1,000 U.S. women aged 18-plus. The findings, by the numbers, are as follow:

  • 73% of millennials believe it's important to choose natural beauty products, compared to 59% of women aged 35-44
  • 55% of all women shoppers and 62% of millennial women read beauty product ingredient labels prior to purchase in order to avoid specific ingredients, including: sulfates (30%), parabens (22%), synthetic fragrances (18%), oxybenzones (12%) and PEG compounds (11%)
  • 64% of women in the Western United States responded that purchasing natural beauty products is important, compared to 62% in the South, 59% in the Northeast and 56% in the Midwest
  • 69% of women with children in the home responded that purchasing green beauty products is important, compared to 56% of women with no children in the home

Hair Care

  • 51% of women who use hair care believe natura purchases are important
  • 50% of all women will buy more hair care
  • 35% of millennial women will buy more hair care

Skin Care

  • 57% of women who use skin care products say natural purchases are important; 67% of those 18-34 answered in the affirmative, compared to 58% of those aged 35-44
  • 53% of all women will purchase more skin care
  • 33% of millennial women will purchase more skin care; 14% of millennials will only purchase "all-natural" skin care products, representing a high among all demographics
  • 46% of women who use sunscreen say natural purchases are important
  • 40% of all women will purchase more natural sunscreen

Cosmetics

  • 49% of consumers who purchase makeup say natural purchases are important
  • 40% of all women will purchase more makeup
  • 30% of millennial women will purchase more makeup
  • 36% of consumers who purchase nail care say natural purchases are important
  • 29% of all women will purchase more natural nail care

Fragrance

  • 40% of women who use fragrance say natural purchases are important
  • 33% of all women will purchase more fragrance

"Our results showed nearly 15% of women who shop for beauty aids in mass market drugstores, specialty drug or grocery stores, or department stores are unsatisfied by the selection of all-natural products," said Lisa Strain, co-founder of the Kari Gran. "All indications show the demand for green beauty remains strong, and this is a pivotal shift for the long term versus a fleeting beauty fad."

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