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organic compounds (or VOCs) and environmentally disruptive Sustainable sourcing, manufacturing, packaging, and a
synthetic surfactants found in traditional cleaning products, myriad of other eco-conscious processes involved in bringing
the surge of clean, non-toxic alternatives spans far and wide. sustainable alternatives to market are still recent compared to
With concerns about harmful chemicals and their potential traditional manufacturing processes.
links to health and environmental issues, a portion of While sustainable products today play a part in a company’s
consumers are opting for premium alternatives that prioritize premiumization strategy, we can expect, and encourage,
natural and safe ingredients and exclude potentially toxic companies to continue driving innovation in sustainable
ones. In the personal care department, brands like Native, processes and encourage costs to be driven down to make
Nécessaire, and MALIN+GOETZ offer splurge-worthy sustainable living more accessible to all.
deodorants at a higher price point but are rid of commonly
found harmful ingredients, while Marvis and Bite are
reimagining toothpaste. In the home care aisle, brands like
Supernatural and What Matters are rethinking cleaning
formulas to eliminate harmful chemicals both for the benefit
of the user and of the planet.

The Massification of Eco-Friendly,
Non-Toxic Alternatives:
A Need for Equity Across Demographics
As an evolution of BEAUTySTREAMS’ forecasted Macro
Movement, “The Big Slowdown,” this move towards more
conscious consumption and mindful selection of products
illustrates consumers’ willingness to find reassurance in
everyday essentials.
But while the demand for non-toxic, eco-conscious alternatives
is a positive sign for the future of conscious consumption,
many individuals cannot afford the premium that goes into
such products. Studies have revealed that in 18 out of 20
countries examined, individuals with higher incomes are
more inclined to make sustainable purchases, while another
study has demonstrated that 43% of individuals express that
financial constraints are posing challenges in their efforts to
adopt more sustainable shopping behaviors.
While heightened awareness of harmful ingredients is
welcome, the need for equity in access to eco-friendly and
healthy alternatives is still felt across markets.
According to recent surveys, more than 40% of consumers
don’t purchase sustainable goods or services simply due to its
elevated cost. With a higher cost of living and strained personal
finances, consumers seek affordability over sustainability.
The trade-off to opt into sustainable living options today
is real, but this shouldn’t deter companies to market more
sustainable alternatives in the future.

About BEAUTYSTREAMS

BEAUTySTREAMS is the global beauty industry reference. It is an indispensable resource for beauty industry
professionals. Catering to industry insiders across the full beauty supply chain, BEAUTySTREAMS provides future
insights, product forecasts, consumer analyses, and market intelligence on a global level as well as on a local scale
across six continents. For any further information or press inquiries, please contact us at: press@beautystreams.com.