Skincare market grows naturally

The demand for natural skincare products is “poised for growth” according to a US study which found that more than a third of consumers would like to buy products with “natural and chemical-free” attributes.

The study of 2000 households “representative of the US population based on geography, gender, age, race and income”, concluded that the growth of “better-for-you” products has never been stronger, and the natural skin care category is charting a similar course.

Jointly released by Hamacher Resource Group and Linkage Research & Consulting, the report found that growing consumer demand for natural skin products will be led by younger consumers.

Other key findings in the report include:

  • 72 percent of skincare consumers agree that their skin is just like any other organ
  • 88 percent of skincare consumers agree that they can nourish their skin with the food they eat
  • 50 percent of skincare consumers report they are currently seeking skin care products that claim to be all-natural or free of synthetic chemicals
  • 33 percent of skincare consumers indicate they would like to buy products with natural and chemical-free attributes
  • 30 percent of skincare consumers report increasing their natural purchases in the last year.


The top natural attributes consumers report that they want to start buying are CBD as an ingredient (40 percent), plant-based (39 percent), sustainable (38 percent), and organic (37 percent).

The report also found that natural skincare consumers are shopping outside traditional retail.

“The top two channels in which consumers prefer to shop for skin care products are mass (66 percent) and drugstores (39 percent) while those increasing their natural skin care purchases are shopping more channels to meet their needs,” the report said.

“They over-index on shopping Amazon (41 percent), beauty specialty (32 percent), and natural grocery stores (17 percent).”

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