- /
- All Industries /
- Beauty and Personal Care /
- Beauty and Cosmetics /
- Clean Beauty /
- US Clean and Conscious Beauty Market Report 2023
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 Analyst, Beauty & Personal Care
Collapse All
-
- Key issues covered in this Report
-
Executive Summary
-
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
-
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
-
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
-
Appendix
- Graph 32: sustainability attitudes, by age, 2023
About the report
Below is a sample report, understand what you are buying.
Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.
Other Popular Reports
Asian American Beauty Consumer Market Report 2023
$4,995 (Excl.Tax)
“The rich heritage of Asian culture has transformed the beauty industry, with products drawing on century-old traditions as well as cutting-edge innovations. Not surprisingly, Asian Americans are important...
Find out moreUS Beauty Influencers Market Report 2023
$4,995 (Excl.Tax)
“US consumers are focusing on value, but they are still looking to influencers for ways to most efficiently spend their money. Consumers are taking beauty influencers’ recommendations, but...
Find out moreUS Black Beauty Consumer Report 2023
$4,995 (Excl.Tax)
Beauty for Black consumers is simple. They want products that are accessible, affordable and effective for themselves and their families. Courtney Rominiyi, Multicultural Consumer Insights Analyst ...
Find out moreUS Beauty Devices Market Report 2023
$4,995 (Excl.Tax)
“Makers and marketers of beauty devices can attract users by promoting affordability, educating consumers on the benefits of usage and positioning products as part of self-care wellness. To...
Find out moreUS Diversity & Inclusivity in Beauty Market Report 2023
$4,995 (Excl.Tax)
“Beyond traditional perceptions and ideals (ie, race, gender, age), the definition of a diverse beauty brand becomes more nuanced. Expanding diversity to include people with physical/mental challenges is...
Find out moreTrusted by global industry leaders
“One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.”
Jeff White, Business Development Director, Deutsch
“When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.”
Rebecca Green, Market Insight Manager, Wincanton
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
It’s mostly me who uses them but if I know someone is working on something specific I will share the relevant reports.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
Andrew Neeson, Market Intelligence Manager, VocaLink
“We also use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.”
Marie Stafford, European Director, The Innovation Group, Wunderman Thompson
“Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.”
Ben Zeidler, Director - Research and Analytics, Tenth Wave
