Innova report points to age and location as determining factors in beauty sustainability

Cosmetics Design spoke to Imogen Matthews, Founder of the Premium Market Report and Consultant to Innova Market Insights, to find out more about the latest findings from its Sustainable Beauty Report, which is due to be published later in the Fall.

Focused on both products and formulation, the report has some interesting findings, showing how, as the market for sustainable beauty grows, it is also becoming an increasingly complex formula to crack.

At the forefront of this, younger beauty consumers are increasingly concerned about the impact of climate change on the environment, making them far more willing to make changes to their beauty routine that are perceived to be good for the planet.

What beauty sustainability means varies by country

Matthews points out that over the past five years consumer attitudes towards sustainability in beauty have continued to vary in different parts of the world. The Innova Beauty, Household & Personal Care Survey 2023 findings support this, showing that 48% of consumers in Brazil take it to mean “preventing environmental damage”, while in France, 32% said it means “zero waste”, in Japan 34% cite “sustainable packaging”, as do 39% of UK consumers.

“Such lack of clarity globally on what sustainable beauty means highlights the challenges facing the beauty industry in getting a coherent message across to consumers,”​ said Matthews.

The Innova report also found that the top five sustainability attributes that global consumers look for when purchasing beauty and personal care products are: Natural and organic (34%); Cruelty-free/not tested on animals (26%); Biodegradability (26%); and Free from ingredients (26%).

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