Stay ahead of the curve in the US Clean Beauty Industry with Mintel’s in-depth market report. This report examines consumer usage, definitions and attitudes toward “clean” personal care and beauty products.

Below, we’ve handpicked the key insights analyzed in the full report.

Key Issues Covered in this Report

  • How consumers define “clean beauty”.
  • What types of “clean” beauty and personal care products are used and priority sub-categories when purchasing “clean”.
  • Attributes that build consumer trust in a beauty and personal care brand.
  • Where consumers look for information on “clean” products.
  • Where consumers are buying “clean” beauty and personal care products.
  • Attitudes and behaviors toward beauty and personal care with emphasis on changes in product usage, sustainability and safety perceptions.

What’s Happening in the US Clean Beauty Industry?

A majority of adults are turning toward the “clean beauty” category more so than years prior. While there is no set definition for “clean beauty”, over half of consumers define “clean” as products created without the use of non-toxic ingredients. Nonetheless, consumers ultimately choose products that reflect their own values and definitions of “clean”, with the help of third-party credentials and retailer merchandising. 

  • US clean beauty consumer habits: 93% US consumers have used any “clean” personal care products in the past 12 months.

Even as “clean” and eco-friendly attributes remain important to adults, these non-functional attributes don’t necessarily drive efficacy; brands must showcase effectiveness in tandem with value-driven “clean” claims to warrant long-term use and build trust.

Expert Analysis from a BPC Industry Specialist

This report, written by Carson Kitzmiller, a leading BPC analyst, delivers in-depth commentary and analysis to highlight current trends in the US clean beauty market and add expert context to the numbers.

An established segment of the BPC market, “clean and conscious” product concepts evolve to support consumer desire for trust, safety and affordability.

Carson Kitzmiller, Senior Beauty and Personal Care AnalystCarson Kitzmiller
Senior Analyst, Beauty & Personal Care

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. The Market

    • Market context
    • Market drivers
    • Graph 1: purchasing only “clean” beauty and personal care products, 2023
    • Graph 2: “I am trying to use fewer products to be more sustainable,” 2023
    • Graph 3: attitudes toward personal care products (any agree), Millennials, 2023
    • Graph 4: benefits sought by beauty consumers aged 12-17, 2022
  3. Competitive Strategies & Market opportunities

    • Graph 5: “clean” product launches by beauty price positioning, 2018-22
    • Graph 6: BPC product launches with ‘carbon neutral’ as the claim, by region, 2018-23
  4. Consumer Insights

    • Consumer fast facts
    • Clean beauty product usage and priorities
    • Graph 7: clean product usage (NET), 2022-23
    • Graph 8: clean product usage (NET*), by age, 2023
    • Graph 9: select clean product usage, by household income, 2023
    • Graph 10: clean product purchase priorities (ranked – up to three), 2023
    • Defining “clean”
    • Graph 11: defining clean, 2023
    • Graph 12: defining clean, by gender and age, 2023
    • Graph 13: defining clean, by age, 2023
    • Graph 14: defining clean, by gender and age, 2023
    • Product discovery
    • Graph 15: “clean” product discovery, 2023
    • Graph 16: “clean” product discovery, by age, 2023
    • Graph 17: “clean” product discovery, by age, 2023
    • Graph 18: “clean” product discovery, by age, 2023
    • Graph 19: “clean” product discovery, by age, 2023
    • Retailers shopped
    • Graph 20: retailers shopped for “clean” BPC products, 2022-23
    • Graph 21: any specialty beauty retailer shopped for “clean” BPC products (NET), 2022-23
    • Graph 22: retailers shopped for “clean” BPC products, by gender and generation, 2023
    • Graph 23: retailers shopped for “clean” BPC products, by financial situation, 2023
    • Graph 24: retailers shopped for “clean” BPC products, by select race and Hispanic origin, 2023
    • Graph 25: shopping at supermarkets for “clean” BPC products, by gender, 2023
    • Graph 26: shopping on Amazon for “clean” BPC products, by age, 2023
    • Pillars of trust
    • Graph 27: attributes that denote trust in a BPC brand, 2023
    • Graph 28: using recognizable ingredients to denote trust in a BPC brand, by age, 2023
    • Graph 29: sustainability initiatives denoting trust in a BPC brand, by select race and Hispanic origin, 2023
    • Attitudes and behaviors toward BPC
    • Graph 30: “clean” BPC attitudes and behaviors, by age, 2023
    • Graph 31: attitudes toward environmentally-friendly and synthetic ingredients, those who agree, by generation, 2023
  5. Appendix

    • Graph 32: sustainability attitudes, by age, 2023

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.


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.


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


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.


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.

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