How To Appease Today’s Ingredient-Savvy Consumer

Pre-pandemic, consumer search for “clean” formulas constituted the skincare market’s major influence in the US.

Rising concerns about potential health risks associated with synthetic ingredients commonly used in skincare products propelled the clean beauty movement of the 2010s. In the dawn of influencer culture, clean beauty brands capitalized on consumer interest in wellness, ushering in the era of ingredient transparency.

A Lack of Information Causes Dip in ‘Clean’ Skincare Sales

Fast forward to 2025, however, analysts at Circana say clean skincare sales are declining per first quarter sales. This finding suggests demand is waning.

“Today’s consumer is swapping skincare brands with a clean ingredient focus for those rooted in clinical expertise,” says Jennifer Famiano, beauty industry analyst, Circana. “In prestige beauty outlets, skincare accounts for the largest share of clean beauty product sales but has been declining since 2022.”

One of the persistent dilemmas, she says, with the concept of “clean” is a lack of universally accepted criteria or regulation. This dearth of information leaves the consumer confused on what defines “clean.” This ambiguity factors into the reason consumers are gravitating towards brands with a clearer, clinical heritage and backed by experts such as dermatologists, chemists or other medical professionals.

Analysts say the underlying principles of “clean” beauty continue to align with consumer values for transparency and safety. Moreover, consumers want to know what ingredients they are putting on their skin and ensure the products they use are beneficial. Today’s consumer is not only self-educated but discerning, review hounds that heed the advice of experts on social media.

“Innovation drives business forward and there are bright spots for the clean segment popping up in other areas of the beauty industry,” said Famiano. “Notably, clean fragrance brands are growing dollar sales by double-digits, led by improvements in alcohol-free formulations. The development of new technologies that create a more stable and high-quality emulsion that can hold scent is moving the needle and lifting sales. Without a doubt, clean beauty has carved its place in the industry as it embraces innovation across beauty categories and has opportunities to further mature in skincare.”

‘Clean’ Extends From Ingredients to Sustainability

The “clean trend” may have started as a movement towards safe ingredients, but has expanded to encompass sustainability and ethical practices in addition to transparency. With advancements in lab-grown ingredients and consumers’ continued interest in gentle, but functional skincare, “clean” skincare will continue to evolve, analysts say.