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Share of Millennials looking for natural skin care products in the U.S. 2017

According to a 2017 survey, 31 percent of U.S. consumers were looking for natural ingredients when purchasing skincare products. Among the millennial survey respondents, this figure was distinctly higher, with 43 percent stating their preference for natural skincare alternatives.

What do millennials want from their skincare products?

Millennials are reshaping the beauty and personal care industry at a rapid pace. As they have become the largest demographic group in the United States, millennials are now the most influential potential buying group. Especially when it comes to skincare, their needs and preferences are setting the tone. Younger consumers are looking for products that hydrate, detox, cleanse and purify their skin, and favor clean and healthy products with lighter textures to get this job done. As their beauty regimen differs significantly from older generations’, products like natural facemasks or daily sunscreens are becoming more popular than ever.

Customer knowledge and curiosity are driving the skincare market

The demographic shift has major implications for what product retailers and cosmetics companies in the United States should offer their customers. The way that shoppers approach skincare is undergoing a fundamental change, as they are becoming more informed and educated about the products on offer. With the increasing awareness of ingredients and their potentially harmful effects, consumer knowledge now sets the rhythm that beauty companies have to follow. Skincare companies will have to limit or remove parabens and steroids and generally become more transparent about their formulas and ingredients in the future.

Share of Millennials looking for natural ingredients when purchasing skin care products in the United States as of 2017

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Release date



United States

Survey time period

As of 2017

Supplementary notes

The report does not specify the date of the survey or the number of the respondents.

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Statistics on "Natural and organic cosmetics in the U.S."

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