Description

The US Clean Beauty Industry report provides comprehensive and current information and analysis of the clean beauty market including the clean beauty market size, clean beauty market growth, anticipated market forecast, relevant market segmentation, and industry trends for the clean beauty market in the US.

The Clean Beauty Market Size, Share and Trends

The clean beauty movement continues to grow. Although the category continues to attract strong interest, a surge of “science-led” influencers on social media are challenging claims seen in the clean beauty industry.

The clean beauty trend will focus on science-backed claims and data. Furthermore, as environmental concerns increase, consumers are looking for beauty and personal care brands that not only protect their personal health and safety but that of the environment as well. In fact, 75% of adults who use beauty products agree that “keeping the planet safe” is just as important as keeping people safe. The clean beauty trend is facing a favorable trend among adults, where 62% of consumers believe that clean beauty products are safer than mainstream alternatives.

Clean Beauty Market Trends: US Consumers and Companies

The clean beauty movement is still far from mainstream since only 22% consumers have heard of the term. This also indicates room for opportunity and growth in the clean beauty industry. Mintel’s clean beauty market report outlines five beauty consumer segments that explore how attitudes toward clean beauty impact behaviors. The segmentation of clean beauty consumers will help brands identify strategies that will help them reach these consumers. To navigate the evolving landscape and avoid backlash, expect brands to embrace the tenets of clean beauty: safety (via transparency), sustainability, inclusivity, and positive impact.

Now is the time for beauty and wellness brands to lead with values, to provide consumers with a peek behind the curtain as to why and how decisions are made, and invite consumers to participate. Key players in the clean beauty industry that are able to authentically convey their mission and drive tangible change will be rewarded by a loyal community of brand evangelists.

Read on to discover more about the US Clean Beauty consumer market, read our US Ingredient Trends in Beauty and Personal Care Market Report 2021, or take a look at our other Beauty and Personal Care Market research reports.

Quickly understand

  • The impact of COVID-19 on consumer behavior and clean beauty.
  • How consumers define clean beauty.
  • The tenets of clean beauty that will propel and shape the category moving forward.
  • Key attributes that help build brand-consumer trust.

Covered in this report

Brands include: BeautyCounter, Henry Rose, Amazon, Milk Makeup, Youthforia, HelloAva, Cocokind, Arrive, Amazon, Belei, Kosas, Ulta, Sephora, Walmart, Rite Aid, Bluemercury, Procter & Gamble, Farmacy Beauty, L’Oréal, Youth to the People, Codex Beauty Labs, Daye, Heights, Public Goods, TikTok, Kiehl, LYS Beauty, Mono Skincare, Experiment, Westman Atelier, Tata Harper, Burt’s Bees, Dr. Teals, SheaMoisture, Degree, MAC, Clinique, Everyman Jack, Kosas, Covergirl Clean + Fresh, MAKE, Escentic Molecules, beautyTHINKERS, Melanin Haircare, Versed, Krave Beauty, Covey Skincare, REN, Herbavore, Caudalie, Biossance, Seed, Dr. Elsa Jungman, Glow Recipe, Olay, Unilever, Glossier.

Expert analysis from a specialist in the field

This report, written by Clare Hennigan, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

In spite of its recent backlash, consumer perception toward clean beauty is largely positive. The majority of consumers view clean products as safer than mainstream, and some even demonstrate a willingness to pay more for clean products. However, as competition in the space increases, claiming to be “clean” will not be enough to stand out to consumers. As a result, expect to see key players in the space incorporate sustainability claims into marketing strategies, and lead with scientific evidence to support marketing claims and build trust with consumers.
Clare Hennigan - Senior Beauty Analyst
Clare Hennigan
Senior Beauty Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Impact of COVID-19 on clean beauty
      • Figure 1: Headlines about clean beauty over the past year
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on clean beauty, December 2021
    • Opportunities and challenges
    • Safety, sustainability, inclusivity and positive impact will drive the category forward
    • Clean beauty’s evolution will include a stronger focus on science-backed claims
    • Expect clean beauty and wellness to merge
    • Distinguish clean from natural
    • Leverage clinical studies to improve consumer trust
      • Figure 3: Pillars of trust, 2021
    • What’s next?
  3. The Market – Key Takeaways

    • Engaged groups have some awareness of clean beauty
    • Amazon has become the go-to retailer for clean
  4. Market Trends

    • Engaged groups have some awareness of clean beauty
      • Figure 4: Instagram post – Milk Makeup
      • Figure 5: Instagram post – Youthforia
      • Figure 6: Clean beauty awareness, by women aged 18-24, 2021
    • Appeal to less engaged groups with affordable clean offerings
      • Figure 7: Instagram Post – HelloAva
      • Figure 8: Brand type, by age, 2021
    • Impact of COVID-19 on clean beauty
      • Figure 9: Headlines about clean beauty over the past year
      • Figure 10: Instagram Video – Arrive Beauty
  5. Market Factors

    • Amazon has become the go-to retailer for clean
      • Figure 11: Retailers shopped, 2021
    • Will proposed legislation impact beauty regulations?
      • Figure 12: Instagram Post – Youth Foria
    • Growing Hispanic population benefits market
      • Figure 13: Repertoire analysis of clean product usage, by Hispanic origin and gender, 2021
  6. Companies and Brands – Key Takeaways

    • Clean beauty’s evolution will include a stronger focus on science, transparency
    • Expect clean beauty and wellness to merge
  7. Competitive Strategies

    • Brands and retailers bet big on clean and conscious beauty
    • Clean beauty’s evolution will include a stronger focus on science, transparency
      • Figure 14: DECIEM – Everything is chemicals
      • Figure 15: Cocokind – Sustainability Facts panel
  8. Market Opportunities

    • Expect clean beauty and wellness to merge
      • Figure 16: Daye – Clinically validated fem care brand
    • The tenets of clean beauty will continue to shape the landscape
    • Safety
      • Figure 17: Public Goods
      • Figure 18: TikTok – Nothing to hide ingredient list
    • Inclusivity
      • Figure 19: LYS Beauty
    • Sustainability
      • Figure 20: Instagram post – Mono Skincare
      • Figure 21: Instagram Post – EXPERIMENT
    • Positive impact
      • Figure 22: Top change in ethical and environmental claims, 2016-20
  9. The Consumer – Key Takeaways

    • Consumer segments defined by attitudes toward clean beauty
    • Rather than natural, young adults associate clean with eco-friendly
    • “Clean” claims are highly valued in categories that experience frequent use
    • Clean beauty usage continues to grow
    • Leverage clinical studies to improve consumer trust
  10. Consumer Segmentation

      • Figure 23: Clean beauty segmentation, 2021
    • Cluster 1: Clean Beauty Elitists
      • Figure 24: Attitudes toward beauty, by Clean Beauty Elitists, 2021
    • Cluster 2: Eco-activists
      • Figure 25: Attitudes toward beauty, by Eco-activists, 2021
    • Cluster 3: Neutral Newbies
      • Figure 26: Attitudes toward beauty, by Neutral Newbies, 2021
    • Cluster 4: Clean Contrarians
      • Figure 27: Attitudes toward beauty, by Clean Contrarians, 2021
    • Cluster 5: Clean Detractors
      • Figure 28: Attitudes toward beauty, by Clean Detractors, 2021
  11. Defining Clean Beauty

    • Clean beauty is still closely associated with natural/organic trends
      • Figure 29: Attributes associated with clean beauty, 2021
    • Rather than natural, young adults associate clean with eco-friendly
      • Figure 30: Select attributes associated with clean beauty, by age, 2021
    • Engagement impacts perception of clean
      • Figure 31: Select attributes associated with clean beauty, by repertoire of products purchased, 2021
    • What does it take to compete as a clean brand today?
      • Figure 32: TURF Analysis – Defining clean, 2021
  12. Clean Products Purchased

    • “Clean” claims are highly valued in categories that experience frequent use
      • Figure 33: Product usage, 2021
    • The merging of clean beauty and wellness create opportunities for trade-ups
      • Figure 34: Instagram Post – Naked Beauty SPF
    • Hispanic consumers seek recognizable ingredients with clinical backing
      • Figure 35: Select product usage, by race and Hispanic origin, 2021
  13. Behaviors toward Clean Beauty and Personal Care

    • Clean beauty usage continues to grow
      • Figure 36: Instagram Post – Multi-Use Pure Oil Blend
      • Figure 37: Behaviors toward clean beauty and personal care, 2021
    • Influencers impact purchase decisions
      • Figure 38: TikTok – “Expert” beauty influencers
      • Figure 39: Behaviors toward clean beauty and personal care – “I’ve done this,” by age, 2021
    • Minimalism is on trend among key demographics
      • Figure 40: Instagram Post – #WeAreAllies
      • Figure 41: Behaviors toward clean beauty and personal care – “I’ve done this,” by race and Hispanic origin, 2021
  14. Pillars of Trust

    • Leverage clinical studies to improve consumer trust
      • Figure 42: Seed clinical research
      • Figure 43: Dr. Elsa Jungman Start Over Moisturizing Serum
      • Figure 44: Pillars of trust, 2021
    • Keep it real to boost appeal
      • Figure 45: Select pillars of trust, by age, 2021
    • Indie brands at mass retailers are a sweet spot
      • Figure 46: Select pillars of trust, by race and Hispanic origin, 2021
  15. Appendix – Data Sources and Abbreviations

    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  16. Appendix – The Consumer

      • Figure 47: Changes in behaviors toward clean BPC products– CHAID – Tree output, 2021
      • Figure 48: Changes in behaviors toward clean BPC products – CHAID – Table output, 2021
    • Methodology
      • Figure 49: Attitudes toward beauty, 2021

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Below is a sample report, understand what you are buying.

Click to show report

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

Trusted by companies. Big and small.

Bell Logo - Mintel client
Boots Logo - Mintel Client
Kelloggs Logo - Mintel client
Samsung Logo - Mintel client
Nike Logo - Mintel client
Walgreens Logo - Mintel client

Want to speak to us directly?

Contact us on via phone or fill out a form with your enquiry.

Contact Us