In a world where environmental consciousness is increasingly becoming a priority, the beauty industry finds itself at a crossroads. Consumers are more eager than ever to align their purchases with sustainability values. Yet, amidst this growing desire for sustainable beauty, there exists a disparity—a gap between intention and action.
To better understand how sustainability is impacting shopper preferences across multiple categories, we surveyed more than 500 adults in the USA. The broader set of results can be downloaded in our full report, Sustainability: The 2024 Shopper Insights Report, but let’s start with some key facts:
- 40% of people claim to be willing to pay more for environmentally safe products
- 32% of people claim to be willing to give up convenience in return for environmentally safe products
- 32% of people say they look for sustainable options first when they’re shopping
In beauty, skin, and hair categories specifically:
- 35% of people value recyclable packaging when purchasing beauty products
- 31% of people value minimal packaging when purchasing skin care products
- 26% of people value environmentally sustainable sourcing when purchasing hair care
Initially, these statistics appear impressive, with almost half of individuals indicating a willingness to pay extra for environmentally friendly products. If this holds true, why haven’t more products transitioned to meet this demand? This is where it’s essential to recognize the disparity between what we say we value and the decisions we make in our day-to-day lives.
Picture this: a shopper is browsing at a Sephora, looking for the bold green ‘Clean at Sephora’ checkmark. Their fascination with clean beauty stems from a dual concern: a commitment to the planet’s well-being and a desire to steer clear of potentially harmful ingredients, prioritizing both environmental impact and personal health. But, as they reach for that clean beauty product, a familiar hesitation emerges. It’s not a lack of desire prompting this pause but rather a sobering recognition of the premium tied to making this choice.
This is the crux of the sustainability dilemma in beauty—a tug-of-war between aspiration and affordability, between wanting a clean beauty product and the very real financial feasibility of doing so.
At its core, this phenomenon reflects a broader societal challenge—the disconnect between our stated values and our everyday choices. While we may vocally champion sustainability, our actions often betray a different narrative, one shaped by convenience, budget constraints, and the allure of mainstream options. Moreover, social desirability bias exerts its influence, nudging us towards decisions that align with societal norms and expectations, even if they conflict with our personal beliefs.
Surmounting the sustainability price barrier
In our study, we discovered that 33% of respondents cited price as a hurdle when it comes to purchasing sustainable beauty, hair care, and skincare items. When focusing solely on women, this figure rises to over 38%. Moreover, among individuals aged under 40 (Gen Z & Millennials), the percentage of those deterred by price as a sustainability barrier escalates to as high as 42%.
Recognizing the contrast between intention and action is paramount in exploring the sustainability realm. That’s why, at Explorer, we prioritize immersive testing environments and measure behavior within competitive contexts to truly gauge impact.
When consumers’ actions don’t consistently align with their intentions, how can beauty companies pinpoint where sustainability holds the greatest significance, where it’s an expectation, where it serves as a desirable bonus, and where it can justify a premium price?
Reduce, reuse, and recycle beauty packaging
Recyclable packaging stands out as crucial for 35% of beauty shoppers. Similarly, 28% prioritize minimal packaging, while 24% value reusable packaging. Brands that streamline packaging and facilitate consumer reuse of its components stand to attract shoppers committed to bolstering their sustainability efforts.
Notably, 36% of respondents believe companies should actively combat packaging waste, with this sentiment resonating even more strongly among the younger demographic, reaching 40% among individuals aged 18 to 38. However, in the realm of beauty, especially luxury beauty, we understand that while shoppers desire these aspects, the product must still serve as a centerpiece on a vanity or in a shower, and consumers often still crave beautiful packaging components and secondary packaging.
If shoppers desire sustainability without the willingness to pay for it, seek reduced packaging while still desiring secondary packaging, prefer products with reusable packaging alongside unique and beautiful components, how can a manufacturer effectively balance these conflicting demands and produce a quality product? Here are some examples of success in the world of sustainable beauty:
An example of a company successfully balancing gorgeous packaging with sustainability goals is Ouai. Much of their product packaging is crafted from 100% recyclable materials, specifically PCR (Post Consumer Resin), which is plastic that has been recycled, cleaned, and processed. Additionally, they exclusively collaborate with vendors committed to sustainable practices and prioritize eco-friendly shipping methods. Their refill pouches, which use 60% less plastic than rigid bottles, contribute to reduced manufacturing and transport needs, resulting in lower CO2 emissions and less space occupied in landfills. This strategy strikes a balance between aesthetics and plastic conservation, exemplifying a smart approach.
Another standout in the sustainability realm is Youth to the People, whose formulas are vegan, cruelty-free, and environmentally friendly, ensuring they won’t harm oceans when washed off the face. They prioritize reducing plastic waste by opting for glass bottles and jars. Additionally, they have shifted their lids to PCR material and are transitioning all future productions to exclusively use PCR lids. Recognizing the significance of secondary packaging, they consistently choose post-consumer materials and proudly utilize recyclable paper from an FSC-certified mill. This commitment helps diminish reliance on landfills and mitigate deforestation rates.
These two examples and countless other beauty companies are actively working to align with consumer priorities and establish sustainability as a cornerstone of their brand identity.
If you’d like to understand how your customers are incorporating sustainability into their shopping experience, and bridge the gap between intention and action, get in touch with the shopper insights experts at Explorer Research. We have the deep knowledge and tools to help you understand your shoppers, and ultimately build a stronger path to purchase.
To learn more, please download the full set of results, Sustainability: The 2024 Shopper Insights Report.
Note: In March 2024, 520 adults across the USA completed a 10-minute self-administered questionnaire. As with all non-probability samples using access panels, margin of error cannot be calculated and the results are subject to both sampling and non-sampling error.
