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- US Ingredient Trends in Beauty Report 2024
US Ingredient Trends in Beauty Report 2024
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This Report highlights a rising concern among consumers, particularly younger adults, regarding ingredient safety – a significant shift compared to just a year ago. Transparency has become a top priority, with consumers increasingly seeking products that emphasize effectiveness, gentleness and personalized benefits. At the same time, evolving domestic regulations and potential legislative changes are expected to shape discussions around ingredient accessibility and costs in the near future, impacting both raw materials and finished products.
Key categories, such as facial skincare, bodycare, color cosmetics and haircare, are experiencing heightened research activity, underscoring the importance of ingredient-focused messaging across the market. Often, brands spotlight hero ingredients with strong reputations for efficacy and safety. However, awareness of niche ingredients remains relatively low, presenting an opportunity for brands to market scientifically advanced positioning and proven benefits.
Eco-friendly BPC products are gaining wider adoption and interest compared to those marketed as sustainable. Although there is some confusion around sustainability definitions, and calls for stricter regulations persist, brands have a unique opportunity to demonstrate comparable value propositions to mainstream products.
Established ingredients continue to resonate, but brands have opportunities to level up value propositions through safety, science-backed and eco attributes.
Carson Kitzmiller, Senior Analyst, Beauty & Personal Care
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