4 out of 5 customers are sceptical about magnificence manufacturers’ sustainability claims

By Austyn King

Consumers are demanding extra transparency amid current greenwashing controversies from the likes of Kim Kardashian’s SKNN and L’Occitane

Four out of five consumers are sceptical about beauty brands’ sustainability claims

Greater than three quarters of customers (79%) are sceptical about magnificence manufacturers’ sustainability claims, a brand new report has revealed.

Regardless of the overwhelming majority (91%) of consumers saying that sustainability and moral issues are essential when shopping for magnificence merchandise, the newest knowledge from sustainability advertising supplier Provenance highlights an growing demand for higher transparency from manufacturers to again up their claims.

83% of British magnificence consumers imagine the wonder trade may very well be extra clear concerning the impression of its merchandise, with solely 16% considering that manufacturers’ sustainability claims are very reliable.

The findings come amid a lot of controversies which have seen manufacturers resembling Kim Kardashian’s SKKN and L’Occitane known as out for greenwashing, whereas frequent buzzwords resembling ‘clear’ magnificence claims and ‘ocean-friendly’ sunscreen have additionally come into query.

Fewer than a 3rd (30%) of customers discover it simple to grasp the reasoning behind manufacturers’ waste and recycling claims, with solely 26% simply understanding nature and animal welfare-related claims resembling ‘reef protected’ and ‘cruelty-free’. 

Extra on manufacturers’ sustainability struggles:


Gen Z are main the best way on this transparency push, with 44% of Gen Z consumers saying that sustainable and moral issues are essential to them when shopping for magnificence merchandise – twice as many as these aged over 55 (22%).

Apparently, the youthful generations are additionally broadening their definition moral magnificence to incorporate not solely their impression on nature however manufacturers’ dedication to neighborhood and variety ( which 61% cited as essential to buying choices) and the way they deal with their staff (75%).

“Whereas it’d as soon as have been sufficient to have recyclable packaging or vegan merchandise, manufacturers should now incorporate individuals, range and nature of their sustainability and advertising methods,” Provenance mentioned in its report.

9 in ten consumers verify sustainability data when buying a magnificence product, with most (55%) taking a look at on–pack data the commonest whereas 37% will verify an organization’s web site and 33% search for data in-store.

85%, nonetheless, mentioned that they might belief an unbiased verifier over on-pack or in-store data, highlighting the disconnect between demand for transparency and lack of client belief in manufacturers.


P&G is among the brands that have faced criticism for their sustainability claims

P&G is among the many manufacturers which have confronted criticism for his or her sustainability claims


“By giving manufacturers and retailers a approach of speaking transparently about sustainability, we in flip empower consumers to vote with their pockets for a greater future,”  mentioned Jessi Baker, founding father of Provenance, which offers sustainability verification for manufacturers together with Cult Magnificence, Douglas, Glow Recipe, Weleda, The Odd and Summer season Fridays.

“That is the entire basis of Provenance, to guard individuals and our planet by giving customers a greater understanding of manufacturers’ sustainability claims, and entry to proof that they’re authentic – the chance to forestall greenwashing, one thing that in recent times has change into an enormous difficulty with the wonder trade and past.

Sign up for your free email newsletter

“I wished to offer an answer for the wonder trade, an unbiased voice that allowed customers the chance to grasp the claims being made, and crucially, to discover a option to validate these claims.”


Leave a Comment