Among American women, we wanted to find out:

  • Do women intend to spend more on all-natural (green) beauty products in the next two years?
  • Which beauty product categories are most important to women when it comes to being green?
  • Which geographic and age groups see the most value in green beauty products?
  • How many women read beauty labels prior to purchase and which chemicals are they trying to avoid?
  • What socio-economic factors make a woman more likely to value green beauty products?
  • How satisfied are women by all-natural beauty product selection in retail channels?
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    The “Green Beauty Barometer” survey was conducted online within the United States by Harris Poll on behalf of Kari Gran from August 9 – 11, 2016 among 1,126 U.S. women ages 18 and older. The beauty categories included in the survey were: skin care; hair care; makeup; sunscreen; fragrance and nail care. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables, please visit


    • More than half of all women (55%) read beauty product labels prior to purchase, in order to avoid certain ingredients, including chemicals.
    • For the categories we surveyed, more than one-third of women (35%) will spend more money on green beauty products over the next two years, compared to what they currently spend now.
    • Skin care products are again the most in demand all-natural products among all beauty categories, with the highest amount of women claiming purchasing all-natural is important to them when it comes to these products. Skin care was also the top category that women plan to buy more all-natural products within.
    • More Millennial women (18-34) and women living in the West see the importance of choosing all-natural beauty products, as compared to other age groups and geographic regions, respectively.
    • Women with children in the home (69%) are more likely to value green beauty products, in the categories measured, compared to women without children in the home (56%).
    • Mass market drug/grocery stores (14%), department stores (13%) and specialty drug/grocery stores (12%) fail to reach the all-natural demands of approximately 15% of female shoppers seeking to buy beauty products in those locations.


    More-than-half of all women (55%) and nearly 2-in-3 Millennials (62%) read beauty product ingredient labels prior to making a purchase, in order to avoid specific ingredients, including chemicals.


    Which ingredients do women watch out for when reading beauty product labels?

    Sulfates continue to be the most avoided ingredient, followed by parabens.

    Three in 10 women will not purchase a beauty product if it contains sulfates.



    Across all the beauty product categories we measured, skin care and hair care had the highest percentage of women who claimed purchasing all-natural products was important to them.

    We Asked: Within individual beauty categories for products you use, is it important to you the products you purchase are all-natural? Yes!


    For the second year in a row, across all beauty categories*, when it comes to purchases, Millennial women were the most likely to feel green beauty products are important.



    Across nearly all categories*, when it comes to purchasing, women living in the Western U.S. claim all-natural beauty products are important, with 64% doing so, more than any other region.


    Among all women, for the categories included in the survey, 35% plan to purchase more all-natural beauty products over the next two years.

    Almost 1 in 2 Millennials (48%) say they will buy more all-natural beauty products, compared to women ages 35-44 (35%), 45-54 (29%), 55-64 (35%) and 65+ (21%).

    Among socio-economic factors, whether or not a woman has children in the home makes an impact on her propensity to value green beauty products. Across all beauty categories measured, (69%) of women with children in the home claimed opting to purchase green beauty products was important, versus (56%) of women with no children in the home.


    Among those who shop for beauty products in specific retail channels, mass market drug/grocery stores perform the worst when it comes to all-natural product selection, with 14% of women saying they are unsatisfied. This was followed by department stores at 13% and specialty drug/grocery stores at 12%.

    Specialty cosmetic stores are best at meeting the demand, with only 8% of shoppers unsatisfied.

    The percent of unsatisfied women was highest among women aged 45-54 and women who live in the West.



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