It includes key findings such as the fact that seven out of 10 green beauty shoppers state they want to avoid synthetic chemicals or ‘perceived toxins’.
“The global wellbeing movement is now a conversational force on the internet, so it would be expected that green beauty goes hand in hand with clean living,” Formula Botanica states.
This relationship is reflected in the survey responses, the company suggests, with the appetite among consumers to avoid synthetic chemicals proving a stronger driver in choosing green beauty than the desire to seek out naturals and ‘embrace botanicals’.
The firm says its survey was inspired by the interest in working out exactly where the drive for green beauty has come from, and that it surveyed its 25k+ online followers to gather the results. As such, it should be noted that the survey considers the views of consumers already actively invested in the green beauty trend.
How decisions are being made
Formula Botanic suggests that some of the most revealing findings of the survey relate to where consumers are being influenced when it comes to the green beauty trend, and how they make purchasing decisions.
Nearly half (47%) said they regularly use internet blogs to research organic beauty, rather than obtaining information directly from scientific studies, which may be more difficult to access.
However, it seems consumers are dissatisfied with the available information: less than one-quarter of respondents felt happy and reassured in their clean beauty choices, while the majority feel overwhelmed, confused or afraid by the information and views provided by online sources
Formula Botanica Director Lorraine Dallmeier, confirmed the importance of basing buying decisions on relevant, accurate information: “We work hard with our community of organic cosmetic formulators to provide fact-based evidence and promote a message of positivity in green beauty.” The full survey can be found here.