In the United Kingdom (UK), product claims such as ‘cruelty free’, ‘natural ingredients’ and ‘without preservatives’ are among those most looked for by consumers when purchasing within the beauty and personal care category. The increasing demand for such products has been reflected in sales, which, similar to on a global scale, have been growing considerably in recent years. In 2017, sales of ethical cosmetics in the UK reached 799 million British pounds, while the value accumulated from the sale of organic health and beauty products amounted to 86.5 million British pounds by 2018. Overall, however, only a small minority of beauty shoppers only buy organic cosmetics, while 37 percent buy them occasionally and 54 percent do not buy them at all.
When asked what factors they associate with natural and organic cosmetics, UK consumers said they anticipate such products to have no chemical ingredients, GMOs or ingredients of animal origin and to have not been tested on or be harmful to animals. Such expectations have led to concerns about potential misuse of the terms ‘organic’ and ‘natural’ on beauty product labels. According to a 2017 survey, 77 percent of consumers said they would lose trust in a brand if they found out that a product with a label saying organic was not certified and would not meet organic standards. Around 64 percent said they would lose trust in the respective retailer.