Growth of clean beauty market hampered by consumer skepticism

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Although predicted to reach $22 million by 2024, the clean beauty market is facing critical perception challenges, according a new study.

Online brand community software company Vesta found that 1 in 3 beauty consumers have started using clean beauty brands (i.e. skincare products made without harmful ingredients) in the last 12 months. Using an innovative Market Research Online Community (MROC), Vesta identified that there is a general expectation that clean beauty products may be less effective or not last as long as traditional beauty products.

“Proof that natural products work as well as traditional brands will win people over," says Christoph Knudsen, VP of Insights at Vesta. “Clean beauty brands must convince skeptics of their products’ effectiveness and build trust to break through a competitive landscape.”

Vesta recommends that clean beauty brands foster education with ‘small asks’, where consumers describe their discovery of clean beauty as an ‘awakening’ that starts by asking about what they're putting on their bodies. Half (50%) of those who participated in the Vesta study strongly agreed they look for fewer chemicals and more natural ingredients.

Another recommendation is to emphasise value and employ ‘use less but get more’ marketing as clean beauty is about simplicity. As such, clean beauty brands should highlight the sustainable processes, as well as quality ingredients, that justify the higher price.”

Clean beauty brands are encouraged to create community connections and purpose. Says Knudsen: “Clean beauty connects consumers. Users are passionate about animal rights, sustainability, and/or helping people take care of their bodies.

Authentic peer recommendations extolling the virtues of your new clean beauty line are the best way to address any skepticism from consumers."

The methodology used by Vesta for this study: Research was conducted via an online survey of the Smiley360 online community, completed by 1,230 US respondents between October 5 - November 29, 2021, and an MROC conducted October 18 - December 6, 2021, with 60 participants. (Source: Vesta)