With the movement toward better consumer health in full stride, what is now commonplace in the grocery aisle has found its way to the beauty aisle: scanning labels for harmful ingredients. In the "Green Beauty Barometer" survey results released earlier this month by all-natural beauty brand Kari Gran, nearly six in ten U.S. adult women read beauty product ingredient labels prior to purchase.
'For the last several years shoppers have become more conscious about what they put in their body through food consumption, and that's spilled over to a greater awareness for what they put on their body,' commented Lisa Strain, co-founder of the Kari Gran eco-luxe skin care and makeup brand. 'We started the Kari Gran brand with an intent to fill a niche – but really, it's no longer a niche. This is mainstream. This is where beauty is going. Consumers are more aware and cautious as ever about chemical ingredients, and it's not going to be business as usual for the category.'
Indeed, survey results show consumers are demonstrating action themselves when it comes to a desire for clean and safe beauty products.
Survey highlights
• When asked to identify which ingredients they look for on beauty labels that would deter purchase, the most watched for ingredient was sulfates. Nearly three in ten women (29%) seek to avoid sulfates, followed by parabens (22%), synthetic fragrances (18%), PEG compounds (15%) and mineral oil (11%).
• When it came to age, 65% of women ages 35-54 claim they read beauty product labels, followed by 63% of women 18-34, 59% of women aged …
