Millennial Women Want More Green Beauty Products
Take 1 look at Sephora, Ulta, and even Target’ s beauty products, and you’ re bound to find brands boasting items touted as “ organic, ” “ natural, ” and “ green. ” Over the years, green beauty has been on the upward and up, with an influx of lesser-known brands making it in order to mainstream beauty stores, and, according to a recent survey, it is because women are demanding it.
The Harris Poll study found that 59 percent of women older than 35 believe buying green beauty is important to them, whilst an even larger percentage— 73 to be exact— of millennial women seek out cleaner, all-natural products.
“ We anecdotally thought there was a lot of interest just for green beauty, especially with the millennial age group, but generally there wasn’ t anything to point to, ” Kari Gran, the particular administrator of the survey and founder of her own eponymous organic cosmetics and skin-care line, tells Allure . So Gran set out to support the girl theory. The questionnaire, which was her second-annual Green Attractiveness Barometer, asked 1, 126 women across the country, aged eighteen and older, to “ measure their attitudes and buy behaviors toward all-natural beauty products. ” And the results were noisy and clear: Young women want cleaner, greener beauty.
“ I think millennial women have a fantastic aptitude for technology— they’ ve been raised along with it— and have had a lot of exposure to information, ” states Gran. “ So if you think about millennials now and when [green beauty] started to really resonate for people, like ten or so years ago, it’ s just been something that continues to be spoken of, like food, like organic and non-GMO food. ”
Fittingly so , recently, beauty retailers have begun to see a shift in product sales, as the demand for cleaner, organic products becomes a lot more apparent.
Credo Beauty, a natural attractiveness space that got its start online in 2015 and has since opened two stand-alone stores in Bay area and New York City, realizes the need for green cosmetics and skincare, especially among younger people. “ Credo is in organizations and that brings with it moms and daughters shopping together— so a really diverse age range and demographic— but the focused population is 20 to 45 years old, says Annie Jackson, Credo’s vice president of merchandising and preparing. “ The millennial age group has grown up with the Internet, ” says Jackson. “ They are curious, and like to research and understand ingredients and what they do: Who the particular founder is, where they are from, does their enthusiasm and perspectives align? Our total focus is component and brand education with our staff for that very cause. They need to know more than the customer that has done their particular research, so our staff can be an additional resource for them. ”
Even mainstream shops that will aren’ t typically touted as holistic brick plus mortars, like Bluemercury, have noticed customers’ shift within interests.
“ We have carried organic and green brands since we were founded 17 years back, ” says Bluemercury cofounder Marla Malcolm Beck. “ This category tends to resonate with Gen X who might be worried about the environment and chemicals in her skin care, along with millennials who like clean skin care packed with recognizable naturals. ” And according to Malcolm Beck, the need for those “ recognizable naturals, ” is precisely why Bluemercury is already focusing on revamping spring offerings, which, yes, include green attractiveness.
“ Most of the products [Bluemercury offers] are vegan and gluten-free, and they are always paraben-free, not tested on animals, and fragrance-free, ” states Malcolm Beck. “ We have a new set of clean, eco-friendly, organic, natural brands launching in the spring, targeting millennials, the luxury consumer, and are also extending our color cosmetic choice in naturals. ”
More green beauty finds:
- [4 Common Misconceptions About Natural Ingredients]http://www.allure.com/story/misconceptions-about-natural-skin-care?mbid_relatedlink)
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- 13 Natural Make-up Companies Beauty Junkies Love
With the growing demand for eco-friendly products comes a greater awareness of the ingredients inside those products. Case in point: According to the study, 55 percent of women over age 35, plus the sixty two percent of millennial women, read and reread products’ ingredient labels before making a purchase, in order to steer clear of specific “ nasty” ingredients.
Before we all dive into what those “ nasty” ingredients are perhaps, it’ s important to note that, according to a recent analysis with the Environmental Working Team , many people believe that products touted as “ natural, ” with labels claiming there are organic ingredients within, are made with only organic ingredients, which isn’t actually the case.
In order for products to claim USDA approval, which usually comes with a fancy organic seal to boot, 95 percent from the ingredients must meet federal organic standards, including just how those ingredients are sourced, according to the EWG. Which means the items that are sitting top shelf in your medicine cabinet which have “ made with organic ingredients” listed on its product packaging, must have the USDA certification to actually be considered organic.
But what about products that are labeled as “ natural”? “ The word natural is a really, really tricky word since, by definition, natural generally means from the earth, ” says Gran. “ And that’ s where oil is from— the earth. It’ s mined, it’ h crude oil that we bring up. So technically, it’ s an organic component we bring up. But most people feel most comfortable with the term ‘natural’ in that it’ s probably good for you. ”
So , as Gran recommends, tread gently with natural products, and read and reread all those labels for a full ingredient list. And if you’ lso are worried about certain ingredients, she recommends filtering them with the EWG’ s Skin Deep database to find out how safe— or unsafe— your stash is.
Now, back to those ingredients. “ I think especially at this point, millennials are reading their ingredient labels on makeup and skin care, ” says Gran, adding that when ladies do check the brands, sometimes they’ re not exactly sure what they ought to be avoiding.
“ The most interesting factor was that women were really aware of that fact that they wished to avoid sulfates, ” says Gran. “ And yet, probably the most sought after green beauty was skin care. And sulfates are usually primarily ingredients found in hair care. ”
And while you should avoid these filler ingredients, Nan points out that there is another major no-no ingredient consumers is going out of their way to bypass: phenoxyethanol. “ With parabens, oftentimes they are replaced with another chemical preservative known as phenoxyethanol, and that’ s something that’ s disregarded a great ingredient in the European Union, says Gran. “ Whenever we look to how many ingredients the E. U. has prohibited, and how many ingredients the U. S. has prohibited, it’ s shocking. ”
In the event you weren’ t aware, more than 1, 300 ingredients are already banned from being manufactured in cosmetics and skin-care items in Europe, while the U. S. list includes just one dozen.
Point being, women might not know exactly why they want to avoid certain ingredients, but they are usually definitely going out of their particular way to do so, and we hope the demand for cleanser products continues to sky-rocket.
Now, find out how to DIY your own lip scrub at home: