August 7, 2019 Published by

She’s (Sort-of) Sustainable

Sustainable, recyclable, refillable—however you approach it, today’s beauty consumer is still figuring out how to co-mingle her love of all things beauty with her desire to protect the earth.   And while her interest in greening up her habits is increasing, it’s not fully engaged just yet. To gauge what steps she’s currently taking and what steps she’d be willing to take to fully embrace a sustainable beauty approach, we asked over 7,300 US beauty consumers to take a walk down the eco-friendly aisle with us.

Top & bottom general beauty purchase drivers

  • 79% efficacy—it works!
  • 71% price
  • 47% consumer claims/positive consumer reviews
  • 6% sustainable ingredients
  • 3% sustainable packaging
  • 9% renewable ingredients

51% purposefully purchase recyclable/reusable beauty and personal care products

More education

  • 72% think beauty industry should better educate on difference between natural and sustainable


  • 75% recycle at home
  • 72% agree goal of sustainability is to produce what we need while protecting earth
  • 54% might stop using fav beauty products if company switched to non-recyclable packaging
  • 52% are aware of sustainable, ‘green’ packaging options
  • 26% try to avoid buying plastic at all

She’d Sacrifice

  • 76% would sacrifice cute packaging for sustainable packaging
  • 66% might sacrifice results for a product that is sustainable/better for the environment
  • 44% are willing to pay up to 10% more for sustainable beauty

She sometimes…

  • 56% specifically look for packaging made with sustainable methods
  • 53% research safety of ingredients
  • 52% consider impact of manufacturing on planet before purchasing beauty/personal care
  • 50% pay attention to whether beauty products are made with recyclable materials

She uses…

  • 77% reusable water bottle
  • 70% reusable shopping bags
  • 55% reusable lunch bag
  • 37% wash plastic bags to reuse

Compassionate consumption

  • 33% don’t buy overharvested seafood/fish
  • 29% don’t buy GMO food
  • 16% only eat sustainable produce/meat

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