Provenance commissioned London Research to explore how important sustainability is to consumers in the beauty and wellness market, perceptions around industry transparency, and where any confusion or lack of trust emanates from. Provenance wanted to understand how shoppers are navigating this new world of claims and buzzwords, and what kind of information they seek out relating to environmental and social impact.
After speaking to a broad range of beauty brands – including Cult Beauty, Elemis, Douglas, Noble Panacea and B Corp Beauty Coalition – and carrying out an international survey of 1,500 consumers, we discovered a major disconnect between how the industry is operating and the expectations of consumers.
Amongst the key findings, we found that whilst 90% of consumers consider sustainability when buying beauty and wellness products, a staggering 79% have difficulty trusting brands’ sustainability claims.
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