Conscious beauty is no longer just a trend—today, it's a market demand

The conversation in the beauty industry is changing: it’s no longer just about what products contain, but also about how they’re produced, how they’re marketed, and how their ethical commitments are backed up.

For years, the concept of “clean beauty” was presented as a trend within the cosmetics industry, where much of the discourse focused on “natural” formulas or the absence of certain ingredients. However, this approach is no longer sufficient. Consumers have raised their expectations and now demand clear information, responsible practices, and verifiable ethical commitments.

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Better-informed consumers, more discerning decisions

According to an analysis by McKinsey & Company in collaboration with NielsenIQ, products with environmental or social claims—including animal welfare and sustainability—experienced sustained growth compared to those without such claims between 2017 and 2022, indicating that consumers are supporting their ethical preferences through their purchasing decisions (McKinsey & Company and NielsenIQ, 2023).

Similarly, NielsenIQ’s “Global State of Health & Wellness 2025” report notes that more than 80% of consumers worldwide demand clear and transparent labels, and nearly 70% consider it important for products to be ethical or eco-friendly. For its part, Deloitte’s “Consumer Sustainability Report” indicates that consumers are willing to pay more for sustainable products that build trust and provide long-term value.

This change reflects a growing awareness of the impact of everyday products—especially in categories such as cosmetics, personal care, and household products—on health, the environment, and other living beings. In this context, it is no longer sufficient to use terms like “natural” or “clean” without verifiable evidence.

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Certifications: From an Optional Feature to a Decisive Factor

Today, consumers place a high value on transparency in information, traceability in processes, verifiable safety testing, a genuine commitment to ethics, and the existence of reliable, independent certifications.

In this context, certification seals play a key role. More than just a visual element on the packaging, they serve as tools for guidance and trust, enabling consumers to make more informed and conscious purchasing decisions.

In particular, cruelty-free certification stands out as a decisive factor. In a market saturated with messages, having independent verification that a product has not been tested on animals becomes a relevant, trustworthy, and differentiating factor.

For the cosmetics industry, this scenario represents a strategic opportunity. Brands that prioritize transparency, consistency, and verifiable standards not only strengthen their reputation but also build long-term relationships based on trust with their communities, thereby increasing their competitiveness in an increasingly demanding market.

Today, the conversation in the beauty industry no longer revolves solely around what is “natural,” but rather around how brands produce, communicate, and uphold their commitments. This has become a new standard that consumers are demanding.

To learn more about the certification, visit www.sellocrueltyfree.org.