Consumer interest in sustainable beauty products continues to outpace purchasing behaviour, according to new research from product testing and consumer insights firm Curion, which says concerns over performance, confusing product claims, price and environmental impact remain the biggest barriers to adoption.
The company said its findings draw on its consumer database and identify four recurring challenges that continue to prevent environmentally conscious shoppers from consistently purchasing sustainable beauty products, despite growing interest in doing so.
Curion said the research found consumers closely associate natural ingredients with sustainability, but are more likely to see those ingredients as providing personal benefits rather than environmental ones. It also found many shoppers view sustainable purchasing as an aspiration rather than a practical reality because of cost, uncertainty and product expectations.
The company said the findings have implications for how beauty brands develop, test and communicate products, arguing that addressing those concerns requires product validation and clearer communication rather than additional marketing claims.
“Consumers aren’t rejecting sustainable beauty — they’re struggling to trust it,” said Cris Stroever, Director, Strategic Product Insights at Curion. “Our research shows the intent is there, but it keeps running into the same walls: Will it actually work? What do these labels even mean? Why does it cost more? Brands tend to treat these as messaging problems, when they’re really product and validation problems. Putting real products in front of real consumers, in the context they’ll actually be used, is how brands turn good intentions into repeat purchases.”
Curion divided its findings into four consumer dilemmas that it said affect purchasing decisions and product development.
The first is product performance. According to the research, consumers are unlikely to continue buying products they perceive as more sustainable if they do not perform as expected, regardless of environmental benefits. The company said some natural formulations behave differently from conventional products and may require an adjustment period, while noting that testing products in real-world settings can help brands evaluate performance and address consumer concerns.
The second challenge is product terminology. Curion said consumers remain confused by eco-labels, ingredient lists and environmental claims, with familiar plant-based ingredients generally viewed more favourably than unfamiliar chemical names or lengthy ingredient lists. The company said focus groups can help brands assess whether product labels and certifications are understood before products reach store shelves.
Price represents a third obstacle, according to the research. Curion said sustainable beauty products are widely perceived as carrying higher prices, reflecting the higher costs of some natural ingredients and environmentally focused packaging. The company said consumer feedback can help businesses communicate product value and refine pricing strategies to improve accessibility.
The fourth challenge involves environmental impact. Curion said many consumers experience anxiety or guilt about the environmental footprint of their beauty routines and often lack information about how to dispose of products sustainably. The company said greater transparency around sourcing, packaging and waste reduction, along with involving consumers earlier in product development, could help address those concerns.
Beyond those four issues, Curion said several trends continue to shape the sustainable beauty market, including refillable and reusable packaging, biodegradable and waterless formulations, increased attention to supply-chain transparency and continued development of plant-based and natural ingredients.
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