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What Women Really Think About Natural Beauty

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More than half of consumers will spend more on natural beauty in the next two years, according to new research.

About 55% of women check the ingredient labels on their beauty products, according to new research from Kari Gran.

Thirty-five percent of women surveyed plan to purchase more "all natural" beauty products in the next two years than they currently do; interestingly, the percentage of positive responses varied unevenly with age: millennials, 48%; women aged 35-44 and 55-64, 35% each; women aged 45-54, 29%; and women over 65, 21%.

33% of millennial women will purchase more skin care; 14% of millennials will only purchase "all-natural" skin care products, representing a high among all demographics

The survey comprised more than 1,000 U.S. women aged 18-plus. The findings, by the numbers, are as follow:

  • 73% of millennials believe it's important to choose natural beauty products, compared to 59% of women aged 35-44
  • 55% of all women shoppers and 62% of millennial women read beauty product ingredient labels prior to purchase in order to avoid specific ingredients, including: sulfates (30%), parabens (22%), synthetic fragrances (18%), oxybenzones (12%) and PEG compounds (11%)
  • 64% of women in the Western United States responded that purchasing natural beauty products is important, compared to 62% in the South, 59% in the Northeast and 56% in the Midwest
  • 69% of women with children in the home responded that purchasing green beauty products is important, compared to 56% of women with no children in the home

Hair Care

  • 51% of women who use hair care believe natura purchases are important
  • 50% of all women will buy more hair care
  • 35% of millennial women will buy more hair care

Skin Care

  • 57% of women who use skin care products say natural purchases are important; 67% of those 18-34 answered in the affirmative, compared to 58% of those aged 35-44
  • 53% of all women will purchase more skin care
  • 33% of millennial women will purchase more skin care; 14% of millennials will only purchase "all-natural" skin care products, representing a high among all demographics
  • 46% of women who use sunscreen say natural purchases are important
  • 40% of all women will purchase more natural sunscreen

Cosmetics

  • 49% of consumers who purchase makeup say natural purchases are important
  • 40% of all women will purchase more makeup
  • 30% of millennial women will purchase more makeup
  • 36% of consumers who purchase nail care say natural purchases are important
  • 29% of all women will purchase more natural nail care

Fragrance

  • 40% of women who use fragrance say natural purchases are important
  • 33% of all women will purchase more fragrance

"Our results showed nearly 15% of women who shop for beauty aids in mass market drugstores, specialty drug or grocery stores, or department stores are unsatisfied by the selection of all-natural products," said Lisa Strain, co-founder of the Kari Gran. "All indications show the demand for green beauty remains strong, and this is a pivotal shift for the long term versus a fleeting beauty fad."

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