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Key points included

  • Natural is still valued by consumers, but clean beauty is shaking up the industry
  • Functional products are benefitting from the natural movement
  • Clean beauty is becoming a social media buzzword

Covered in this report

For the purposes of this report, Mintel has used the following definitions of products that have natural ingredients, organic content, or are non-GMO:

  • Haircare (includes shampoo, conditioner, hairstyling products, and hair color)
  • Skincare (includes skincare products for the face and body such as soap, shower gel, body lotion, facial skincare, sun protection, deodorant)
  • Oral care (toothpaste and mouthwash)
  • Color cosmetics (including facial, lip, and eye)
  • Shaving creams/gel

Expert analysis from a specialist in the field

Written by Olivia Guinaugh, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The natural movement continues to shape the BPC industry due to perceptions of safety. However, a surge of retailers and brands are adopting clean beauty standards, leading to a shift from natural to clean. Additionally, consumers are becoming more aware of the impact their demand for natural ingredients has on the planet and are seeking ways to reduce their carbon footprint, making it increasingly important for brands to have initiatives around fair trade and ethical sourcing Olivia Guinaugh
Beauty & Personal Care Analyst

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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Key trends
          • Natural is still valued by consumers, but clean beauty is shaking up the industry
            • Figure 1: Select shopping behaviors, October 2019
          • Functional products are benefitting from the natural movement
            • Figure 2: Multi-outlet sales of select natural/clean personal care brands, by select categories, rolling 52 weeks 2018 and 2019
          • Clean beauty is becoming a social media buzzword
            • Figure 3: Social media mentions of #cleanbeauty and #naturalbeauty, October 2016-19
          • More clarity is needed within the natural and clean movements
            • Figure 4: Select attitudes and behaviors toward natural/organic and clean products, October 2019
          • Sustainability is no longer just a buzzword for young adults
            • Figure 5: Select shopping behaviors and attitude toward natural products, by 18-34, October 2019
          • Mass retailers are clean and NOPC shoppers’ go-to retailer
            • Figure 6: Select retailers shopped, October 2019
          • What it means
          • The Market – What You Need to Know

            • Natural skincare needs to do more to stand out; functional products see gains
              • The evolution of natural to clean
                • Continued pressure for FDA to pass Personal Care Products Safety Act
                • Market Trends

                  • Natural skincare needs to do more to stand out; functional products see gains
                    • Figure 7: Multi-outlet sales of select natural/clean personal care brands, by category, rolling 52 weeks 2018 and 2019
                  • Schmidt’s and Native benefit from strong natural positioning and expansion
                    • Love Beauty and Planet appeals to eco- and cost-conscious consumers
                      • Figure 8: Multi-outlet sales of select natural/clean personal care brands, by brand, rolling 52 weeks 2018 and 2019
                  • Market Perspective

                    • The evolution of natural to clean
                      • How retailers define “clean”
                        • Biossance attempts to clean up the confusion around clean beauty
                          • Figure 9: The Clean Academy video
                      • Market Factors

                        • Continued pressure for FDA to pass Personal Care Products Safety Act
                        • Key Players – What You Need to Know

                          • Clean beauty is mainstreaming; more focus on ethical sourcing and social media
                            • Sustainability is becoming a key focus for brands
                            • What’s Happening?

                              • Clean beauty is hitting the mainstream
                                • Figure 10: Instagram post about Target Clean
                                • Figure 11: Instagram posts from Earth to Skin
                              • Greater focus being placed on ethical and sustainable sourcing
                                • Who is doing this well
                                  • Figure 12: Instagram post from Dr. Bronner’s
                                • Clean beauty is stealing the spotlight from natural beauty
                                  • Figure 13: Social media mentions of #cleanbeauty, #naturalbeauty, #greenbeauty and #organicbeauty, October 2016-19
                                • Specialty retailers use social media to reach the most engaged adults
                                  • Figure 14: Sephora site spend share August-September 2019
                                  • Figure 15: Ulta site spend share August-September 2019
                              • What’s Next?

                                • Water scarcity will lead to growing demand for water-saving innovations
                                  • Who’s doing this well?
                                    • Figure 16: Instagram post from EC30
                                    • Figure 17: OWA Hairecare Moondust Collection: Hair Wash, Starskin Orglamic’s Pink Cactus Mask and Love Beauty and Planet’s Coconut Water & Mimosa Flower Conditioner
                                  • Synthetic ingredients can appeal to eco-conscious consumers
                                    • Who is doing this well?
                                      • Figure 18: Instagram post from Ginkgo Bioworks
                                    • Expect more innovations designed to reduce plastic waste
                                      • Who is doing this well?
                                        • Figure 19: Instagram posts from Unilever and Dove
                                    • The Consumer – What You Need to Know

                                      • The natural movement is advancing to more functional products
                                        • Mass merchandisers are clean and NOPC shoppers’ go-to retailer
                                          • Perceptions of natural and clean are intertwining
                                            • Clean beauty is trending, but there’s still some consumer confusion
                                              • The rise of clean beauty impacts how consumers shop
                                              • Product Purchases by Brand Type

                                                • The natural movement is advancing to more functional products
                                                  • Figure 20: Product type purchases, October 2019
                                                • Men and women both buy clean and NOPC, but for different reasons
                                                  • Figure 21: Purchase type of select products, any clean/natural/organic product purchase (net), by gender, October 2019
                                                • Young adults drive natural purchases, but they’ll eventually expect more
                                                  • Figure 22: Product type purchases, any clean/natural/organic product purchase (net), by age, October 2019
                                                • Hispanic adults are a key target for clean and NOPC brands
                                                  • Figure 23: Select product type purchases, any clean/natural/organic product purchase (net), by race and Hispanic origin, October 2019
                                              • Retailers Shopped

                                                • Mass merchandisers are the go-to retailer, but watch out for Amazon
                                                  • Figure 24: Retailers shopped, October 2019
                                                • Give consumers a reason to shop in-store
                                                  • Figure 25: Instagram posts about CVS BeautyIRL
                                                • Men shop at various retailers, while women turn to specialty retailers
                                                    • Figure 26: Select retailers shopped, by gender, October 2019
                                                  • Young adults shop around, but watch out for Amazon
                                                    • Figure 27: Select retailers shopped, by age, October 2019
                                                  • Hispanics seek retailers with category expertise
                                                    • Figure 28: Select retailers shopped, by race and Hispanic origin, October 2019
                                                • Product Type Perceptions

                                                  • Perceptions of natural and clean are intertwining
                                                    • Figure 29: Instagram post from Biossance
                                                    • Figure 30: Product type perceptions, October 2019
                                                  • Women associate a variety of attributes to clean and NOPC products
                                                    • Figure 31: Select attributes associated with clean and natural/organic BPC products, by gender, October 2019
                                                  • Young adults’ perception of clean may be influenced by retailers
                                                    • Figure 32: Select attributes associated with clean and natural/organic BPC products, by age, October 2019
                                                • Attitudes and Behaviors toward Natural/Organic and Clean Products

                                                  • Clean beauty is trending, but there’s still some confusion
                                                    • Figure 33: Attitudes and behaviors toward natural/organic and clean products, October 2019
                                                    • Figure 34: Instagram post about The Clean Academy
                                                  • Motivations for buying NOPC differ among men and women
                                                    • Figure 35: Select attitudes and behaviors toward natural/organic products and clean products, by gender, October 2019
                                                    • Figure 36: Instagram post from Pilot Men’s Grooming
                                                  • Young adults buy NOPC but have concerns about sustainability
                                                    • Figure 37: Select attitudes and behaviors toward natural/organic and clean products, by age, October 2019
                                                  • Synthetic and engineered natural ingredients are becoming more accepted
                                                    • Figure 38: Instagram photos from Biossance
                                                  • Hispanics place a high level of trust in clean and NOPC products
                                                    • Figure 39: Select attitudes and behaviors toward natural/organic and clean products, by race and Hispanic origin, October 2019
                                                • Shopping Behaviors

                                                  • The rise of clean beauty impacts how consumers shop
                                                    • Figure 40: Shopping behaviors, October 2019
                                                  • Men look for eco-friendly brands
                                                    • Figure 41: Select shopping behaviors, by gender, October 2019
                                                  • Having sustainability strategies is key for reaching young adults
                                                    • Figure 42: Select shopping behaviors, by age, October 2019
                                                • Appendix – Data Sources and Abbreviations

                                                  • Data sources
                                                    • Consumer survey data
                                                      • Consumer qualitative research
                                                        • Abbreviations and terms
                                                          • Abbreviations

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