Some of the biggest brands in the industry are putting more emphasis on the ingredients included in their cosmetics and personal care products.

Kylie Cosmetics has relaunched her brand with a cleaner formula, Arianna Grande’s latest scent is made from 91% natural ingredients, and the trend is even lending itself to baby hygiene products as Gabrielle Union and Dwyane Wade are launching a clean children’s personal care brand called Proudly.

But what is it that drives some of the biggest names in personal products and cosmetics to focus so much on clean beauty?

Americans want products made in the United States

From Generation Z teens who choose eyeliner at Sephora, to baby boomers who taste scents at Macy’s, to Made in America, environmentally friendly and clean products are a priority for consumers of all generations.

Celebrity partnerships and flashy packaging are no longer enough to capture consumers’ attention. New data from our 2021 CGS survey of the state of consumers in e-commerce in the United States shows that 63% of consumers want personal products and cosmetics made in the United States, with 52% citing the materials used. in manufacturing as reasoning.

Younger generations are leading the movement for sustainable and clean beauty

While all generations are contributing to this movement, brands should not underestimate the power of the rising Gen Z and the environmentally conscious Millennial. These generations buy from retailers and brands that value clean ingredients and share similar values ​​when it comes to environmental impact.

Our survey found that 44% of Gen Z consumers prefer cosmetics and personal care products to be made in the US because of ingredient concerns; only 19% say it’s for environmental reasons. Meanwhile, nearly a quarter of Millennials want products made in the United States to reduce carbon emissions and reduce waste. But like Gen Z, 44% say the reasoning is down to the ingredients.

While younger generations have been at the forefront of buying eco-friendly brands, data shows they’re not the only ones pushing this trend – more than half of baby boomers prefer that cosmetics are made in a sustainable way and 55% of all women agree.

Sustainability will be a major factor in the e-commerce race

While some consumers are considering returning to stores, many believe e-commerce is the only suitable option in the short term. More than 40% of consumers in the US and UK said they plan to buy exclusively online even when stores reopen, according to an additional survey of ours.

With e-commerce still strong, brands need to take a closer look at their downstream sustainability practices, such as shipping and packaging. Automating the back-end supply chain with e-commerce integrations can provide a brand with the ability to meet the omnichannel needs of customers while making rapid growth possible and sustainable. According to the data, 47% of respondents in the United States wonder if a retailer’s shipping and packaging is environmentally friendly when making a purchase at least once in a while, illustrating that more that the ingredients must be clean and durable.

As more consumers adjust their purchasing preferences, brands and retailers should re-evaluate their end-to-end sustainability practices, from material sourcing to product packaging. It will be a major component of the customer experience and a way to ensure brand loyalty.

With sustainability and supply chain disruption in mind this year, it looks like an American revolution is on the horizon, if not already. Brands looking to keep pace with younger generations, as well as older generations, need to rethink their ingredients and manufacturing process. There is a thirst for cosmetics and personal products made in the United States if that means cleaner formulas and less environmental impact. The most successful brands will be those that take note of the celebrity brands mentioned above.


Paul Magel, who joined CGS in 1997, has over three decades of information technology experience. Heading the Application Solutions Division at CGS, Magel oversees the company’s flagship suite of BlueCherry Enterprise solutions for the fashion, apparel and lifestyle products industry as well as the practice Technology and infrastructure overseeing sales , delivery, support and development. He is also responsible for the global CGS software development centers in Europe and India and the recent expansion of the BlueCherry solutions business in Europe and Canada.

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