A recent survey conducted by CleanHub, a plastic waste prevention company, sheds light on the growing demand for sustainability in the beauty product industry. The survey, encompassing 523 consumers aged 18 to 65, unveils that a significant 81% of beauty product consumers believe the industry should actively reduce its reliance on plastic packaging.

Released ahead of the Christmas season, a time when approximately 26% of consumers purchase new beauty products, the study provides insights into consumer expectations regarding sustainability. The survey underscores that a beauty brand's sustainability credentials significantly influence purchasing decisions, with 63% emphasizing the importance of 'Clean Beauty,' and 47% expressing a willingness to pay more for products in sustainable packaging.

Consumers specified their preferences for materials in the beauty industry, with 47% favoring recyclable plastic, 40% desiring refillable containers, and 39% opting for glass. Biodegradable plastic (36%), paper, and cardboard cartons (35%), and organic packaging (30%) also ranked prominently.

The beauty industry currently generates a staggering 120 billion tonnes of packaging waste annually, with 70% attributed solely to packaging. Recycling rates for plastic waste in the industry remain disconcertingly low, as only 14% of plastic cosmetics packaging reaches recycling plants, with a mere 9% effectively recycled.

Consumers are urging brands to enhance transparency and actively contribute to sustainable practices. The survey indicates that 72% of participants want to know how brands prevent their products from contributing to ocean or landfill pollution. Additionally, 69% believe that beauty brands should play a more active role in promoting eco-conscious behavior among customers.

Despite concerns, 49% of respondents believe that beauty brands maintain their sustainability commitments, while only 17% are skeptical about these claims. Notably, 70% of participants investigate the eco-friendly credentials of the brands they choose to support.

Survey respondents prioritize packaging and waste when purchasing beauty products, ranking them after considerations of non-toxicity and cruelty-free attributes. The order of importance for consumers is non-toxic, cruelty-free, sustainable packaging, organic ingredients, zero waste, environmental impact, and vegan options.

Nikki Stones, Vice President of Marketing at CleanHub, emphasized the growing significance of sustainable packaging, stating, "The Clean Beauty trend has been rising over the last few years, and now many beauty consumers see it as a necessity when purchasing products. If more consumers make the conscious choice away from these products, the industry is sure to follow." The survey underscores the increasing momentum of the Clean Beauty movement and the pivotal role consumers play in driving industry-wide sustainability changes.