Clean Beauty Fuels Personal Care Marketplace

YouGov data suggests ingredient safety concerns are increasingly shaping how Americans shop, with large majorities expressing concern about ingredients in cosmetics and personal care products — and many changing their buying habits as a result.

Recent findings point to growing consumer scrutiny around product transparency, “clean” ingredients and trust in brands.

Key data includes:

• 78% of Americans are concerned about the safety of ingredients in products such as cosmetics and personal care items

• 50% say they are more concerned about “harmful substances” than they were a year ago

• 57% have avoided certain products or brands because of ingredient concerns

• 39% say they have switched to products perceived as more “natural” or “clean”

• 23% say they have paid more for products they perceive as safer

• More than half of Americans (54%) say they actively research ingredients or product safety online before purchasing.