GITNUXREPORT 2025

Clean Beauty Statistics

Consumers favor clean beauty; market grows with safety, transparency, sustainability.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

70% of consumers want brands to be transparent about ingredient sourcing

Statistic 2

65% of beauty brands now include clean ingredients as a core part of their marketing

Statistic 3

80% of beauty brands claim to be transparent about their ingredients, but only 45% provide full disclosure

Statistic 4

59% of consumers check for cruelty-free labels before buying

Statistic 5

76% of consumers want brands to share their sustainability goals and progress

Statistic 6

60% of consumers are willing to pay more for clean beauty products

Statistic 7

67% of millennials prefer products labeled as natural or clean

Statistic 8

48% of consumers say they have switched to cleaner beauty brands in the past year

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The term 'clean beauty' has seen a 150% increase in Google searches over the past five years

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52% of consumers are concerned about potentially harmful chemicals in traditional beauty products

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45% of American women have purchased clean beauty products in the last six months

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50% of women aged 18-29 prefer clean and natural beauty products

Statistic 13

59% of consumers are willing to recommend clean beauty products to friends and family

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72% of consumers believe that natural ingredients are better for their health

Statistic 15

40% of consumers are willing to pay a premium of up to 30% for clean beauty products

Statistic 16

70% of consumers seek out cruelty-free labels on beauty products

Statistic 17

46% of consumers say they prefer brands with green certifications

Statistic 18

54% of beauty consumers read ingredient lists carefully before purchasing

Statistic 19

62% of consumers feel that clean beauty products are more effective due to better ingredients

Statistic 20

53% of consumers prefer skincare brands with transparent ingredient sourcing

Statistic 21

75% of women aged 18-35 say clean beauty is important in their purchasing decisions

Statistic 22

49% of consumers believe clean beauty products are better for sensitive skin

Statistic 23

84% of consumers are willing to recommend clean products if they notice positive results

Statistic 24

36% of consumers associate clean beauty with artisanal and handcrafted qualities

Statistic 25

43% of consumers are concerned about the presence of parabens and phthalates

Statistic 26

61% of consumers prefer natural fragrances over synthetic scents

Statistic 27

47% of beauty buyers actively seek out brands that are transparent about their carbon footprint

Statistic 28

70% of consumers say they would switch to a brand that offers more transparency about ingredients

Statistic 29

65% of respondents associate natural and clean beauty with improved skin health

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39% of consumers look for products certified organic

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62% of consumers are willing to pay more for products that are cruelty-free and vegan

Statistic 32

58% of consumers prefer products with eco-friendly, biodegradable packaging

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42% of consumers believe natural ingredients are more effective than synthetic ones

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69% of women aged 18-34 see clean beauty as a priority in their skincare routine

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41% of consumers are influenced by influencer reviews when choosing clean beauty products

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83% of consumers believe that clean beauty products are safer for their children

Statistic 37

45% of consumers are willing to pay a premium for products verified by third-party certifications

Statistic 38

54% of consumers check for allergen-free and hypoallergenic labels

Statistic 39

74% of consumers prefer brands that give back to environmental causes

Statistic 40

55% of consumers are more likely to buy from brands that are eco-friendly and sustainable

Statistic 41

68% of consumers associate clean beauty with environmentally friendly practices

Statistic 42

58% of consumers are concerned about the environmental impact of packaging waste

Statistic 43

55% of Millennials prioritize eco-friendly and sustainable packaging

Statistic 44

67% of consumers are concerned about the environmental impact of ingredient sourcing

Statistic 45

85% of consumers consider ingredient safety their primary concern when purchasing beauty products

Statistic 46

78% of consumers have avoided a beauty product due to ingredient concerns

Statistic 47

35% of consumers believe that organic ingredients are safer than synthetic ones

Statistic 48

The most common concern among consumers is ingredient safety (42%), followed by sustainability (24%)

Statistic 49

The clean beauty market is projected to reach $22 billion by 2024

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The clean beauty segment holds approximately 12% of the overall cosmetics market share

Statistic 51

The number of new clean beauty product launches increased by 20% in 2023 compared to 2022

Statistic 52

The global demand for zero-waste beauty packaging increased by 25% in 2023

Statistic 53

The clean beauty market is growing faster than traditional cosmetics, with a CAGR of 12% versus 7%

Statistic 54

50 million new clean beauty products were launched globally in 2023, representing a 25% increase from the previous year

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Key Highlights

60% of consumers are willing to pay more for clean beauty products
The clean beauty market is projected to reach $22 billion by 2024
85% of consumers consider ingredient safety their primary concern when purchasing beauty products
67% of millennials prefer products labeled as natural or clean
48% of consumers say they have switched to cleaner beauty brands in the past year
The term 'clean beauty' has seen a 150% increase in Google searches over the past five years
70% of consumers want brands to be transparent about ingredient sourcing
52% of consumers are concerned about potentially harmful chemicals in traditional beauty products
45% of American women have purchased clean beauty products in the last six months
55% of consumers are more likely to buy from brands that are eco-friendly and sustainable
The clean beauty segment holds approximately 12% of the overall cosmetics market share
78% of consumers have avoided a beauty product due to ingredient concerns
35% of consumers believe that organic ingredients are safer than synthetic ones

With 60% of consumers willing to pay more for clean beauty and the market projected to hit $22 billion by 2024, it’s clear that transparency, ingredient safety, and sustainability are revolutionizing the way we choose our beauty products.

Brand Transparency and Ethical Practices

70% of consumers want brands to be transparent about ingredient sourcing
65% of beauty brands now include clean ingredients as a core part of their marketing
80% of beauty brands claim to be transparent about their ingredients, but only 45% provide full disclosure
59% of consumers check for cruelty-free labels before buying
76% of consumers want brands to share their sustainability goals and progress

Brand Transparency and Ethical Practices Interpretation

While a majority of beauty brands are claiming transparency and touting clean ingredients, the real test of trust lies in whether consumers can see the full ingredient list, understand the sourcing, and hold brands accountable for their sustainability promises—because in the beauty game, honesty is the most beautiful trait.

Consumer Preferences and Willingness to Pay

60% of consumers are willing to pay more for clean beauty products
67% of millennials prefer products labeled as natural or clean
48% of consumers say they have switched to cleaner beauty brands in the past year
The term 'clean beauty' has seen a 150% increase in Google searches over the past five years
52% of consumers are concerned about potentially harmful chemicals in traditional beauty products
45% of American women have purchased clean beauty products in the last six months
50% of women aged 18-29 prefer clean and natural beauty products
59% of consumers are willing to recommend clean beauty products to friends and family
72% of consumers believe that natural ingredients are better for their health
40% of consumers are willing to pay a premium of up to 30% for clean beauty products
70% of consumers seek out cruelty-free labels on beauty products
46% of consumers say they prefer brands with green certifications
54% of beauty consumers read ingredient lists carefully before purchasing
62% of consumers feel that clean beauty products are more effective due to better ingredients
53% of consumers prefer skincare brands with transparent ingredient sourcing
75% of women aged 18-35 say clean beauty is important in their purchasing decisions
49% of consumers believe clean beauty products are better for sensitive skin
84% of consumers are willing to recommend clean products if they notice positive results
36% of consumers associate clean beauty with artisanal and handcrafted qualities
43% of consumers are concerned about the presence of parabens and phthalates
61% of consumers prefer natural fragrances over synthetic scents
47% of beauty buyers actively seek out brands that are transparent about their carbon footprint
70% of consumers say they would switch to a brand that offers more transparency about ingredients
65% of respondents associate natural and clean beauty with improved skin health
39% of consumers look for products certified organic
62% of consumers are willing to pay more for products that are cruelty-free and vegan
58% of consumers prefer products with eco-friendly, biodegradable packaging
42% of consumers believe natural ingredients are more effective than synthetic ones
69% of women aged 18-34 see clean beauty as a priority in their skincare routine
41% of consumers are influenced by influencer reviews when choosing clean beauty products
83% of consumers believe that clean beauty products are safer for their children
45% of consumers are willing to pay a premium for products verified by third-party certifications
54% of consumers check for allergen-free and hypoallergenic labels
74% of consumers prefer brands that give back to environmental causes

Consumer Preferences and Willingness to Pay Interpretation

As clean beauty continues its meteoric rise—driven by nearly two-thirds of consumers willing to pay more, a surge in searches, and top priorities like transparency and efficacy—it's clear that modern consumers are not only seeking safer, more natural products but also demanding brands that align with their values on ethics, sustainability, and health.

Environmental Sustainability and Eco-friendliness

55% of consumers are more likely to buy from brands that are eco-friendly and sustainable
68% of consumers associate clean beauty with environmentally friendly practices
58% of consumers are concerned about the environmental impact of packaging waste
55% of Millennials prioritize eco-friendly and sustainable packaging
67% of consumers are concerned about the environmental impact of ingredient sourcing

Environmental Sustainability and Eco-friendliness Interpretation

These statistics reveal that a growing chorus of consumers is not just seeking beauty products that make them look good, but are increasingly demanding that their brands embrace eco-friendly and sustainable practices to keep the planet as radiant as their looks.

Ingredient Safety and Certification

85% of consumers consider ingredient safety their primary concern when purchasing beauty products
78% of consumers have avoided a beauty product due to ingredient concerns
35% of consumers believe that organic ingredients are safer than synthetic ones
The most common concern among consumers is ingredient safety (42%), followed by sustainability (24%)

Ingredient Safety and Certification Interpretation

Given that 85% of consumers prioritize ingredient safety and 78% have shunned products over concerns, it's clear that in the beauty world, insecure ingredients are the real makeup artist—if only formulations could be as transparent as their consumers wish.

Market Growth and Industry Trends

The clean beauty market is projected to reach $22 billion by 2024
The clean beauty segment holds approximately 12% of the overall cosmetics market share
The number of new clean beauty product launches increased by 20% in 2023 compared to 2022
The global demand for zero-waste beauty packaging increased by 25% in 2023
The clean beauty market is growing faster than traditional cosmetics, with a CAGR of 12% versus 7%
50 million new clean beauty products were launched globally in 2023, representing a 25% increase from the previous year

Market Growth and Industry Trends Interpretation

With the clean beauty market poised to hit $22 billion by 2024 and outpacing traditional cosmetics with a 12% CAGR, it’s clear that consumers are not only demanding more transparent and eco-friendly products—evidence of a beauty industry that’s cleaning up its act in both innovation and sustainability.