Wellness has become a buzzword in the beauty industry, and it’s easy to see why. With new trends and innovations emerging, the market for wellness-focused products keeps rapidly expanding. The wellness movement has brought about a shift in the way we approach beauty, whether it be through sustainable ingredients and packaging, personalization, and clean beauty, and so forth.


Sustainable ingredients and packaging

Natural brands are one of the biggest trends we have seen in the beauty industry, but being natural is not enough for the consumer. Consumers are looking for sustainability in the products they purchase. Research has shown that sustainability matters to the populace.  Almost all consumers (95%) say they are trying to take some action to live sustainably. In a recent survey, it was found that 70% of US consumers find it important to make sustainable choices. Among those consumers, 27% have already incorporated changes into their daily lives. Sustainable products are also often products with more of a wellness focus or include healthier, sustainable ingredients in the formulation. So, sustainable beauty products are filling a vital role that consumers are vocal about needing.

When it comes to beauty, clean and sustainable attributes continue to grow and outpace the total category, even in a time of rising price inflation. Consumers continue to look for brands that are “free from”, cruelty-free, vegan, plant-based, reusable/refillable packaging, low carbon products, and more.​ The clean and sustainable trend is one where we see enduring growth and interest. It is safe to say this will be a long-lasting trend.



Consumers are constantly looking for brands and products that feel like they were made for them, and address their needs, which are often wellness related. Consumers look for ingredients that will not irritate or cause allergies; they pursue a healthier lifestyle and will avoid specific ingredients. Recent online searches for beauty products “for aging/anti-aging” dropped -8%, and products for mature women grew +11% in the past year. A shift in consumer demand on aging is growing and growing.


Clean Beauty

Clean beauty is continuing to grow fast, more than half of all beauty products and personal care products are now paraben-free and more products are claiming free of sulfates, phthalates… to become cleaner. Not only are consumers looking at what the packaging is made from, but also if it can be refilled, recycled, or composted. Clean beauty and sustainability go hand in hand in this rapidly growing market.



Self-care is another area consumers are focusing on since coming out of the Covid-19 pandemic as more consumers are seeking to manage their own care. 46% of consumers identified physical or mental wellness as one of their top priorities in 2023. Consumers are seeking products to improve physical health. Using the right beauty products to help keep skin, body, and hair healthy can lead to multiple benefits like clearer skin and stronger hair. Additionally, consumers are looking to reduce stress and anxiety, taking the time to pamper themselves with beauty products to alleviate stress and finding a product aligning with these needs.


The wellness category across all segments is growing strong and will continue to grow within these trends and more.


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