Cosmetics with a conscience
Beauty trends and attitudes are changing, with more and more of us making an effort to buy conscious products.
More than 50% of British women now buy vegan beauty products even though more than a third aren’t actually vegan, according to research undertaken by cosmetify.com as part of an ongoing study into the rise of conscious beauty trends. More than 2,200 women between the ages of 18 and 45 were polled, all of whom said they regularly wear make-up.
When asked which three conscious beauty products they buy the most, organic was the most popular (68%), with the next most popular natural (61%), and vegan (49%) respectively.
The majority of women (62%) professed that their conscious beauty shopping habits had significantly changed over the last five to 10 years, mainly due to changes in their lifestyle (25%), becoming more aware of the impact certain ingredients have on the environment (17%), and their favourite brands becoming more ethical (8%).
- 44% said that they would be happy to pay more for conscious beauty products.
- 54% of those asked said that they would still buy a product that wasn’t 100% certified organic, natural, vegan, etc. (N.B. some certifying bodies can pass products that aren’t 100% made with the ingredient.)
On the face of it
It was found that just 15% of women check the labels and ingredients of beauty products that they buy frequently, and one in 10 (10%) never do. However, more than a third (34%) said that they check more now than they used to, indicating shoppers are becoming more ingredient-savvy.
Whilst one in five of those who check labels do so because of allergies (18%), and 15% to check for less harmful ingredients, it was found that 29% do so because of lifestyle choices (i.e. veganism or vegetarianism). An even larger number (34%) confessed that they check labels to ensure that the products they buy are better for the environment, while a slightly higher proportion (39%) said they buy plastic-free products more than they used to.
Interestingly, of the 56% of respondents who admitted to buying vegan products all of the time or more than they used to, almost two fifths (39%) revealed that they themselves were not actually vegan.
There has been a clear movement towards conscious beauty, and this is reflected in the fact that just under half of those questioned (44%) said they would be happy to pay more for clean or conscious beauty products.
Image: licensed by Ingram Image