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US Sustainable Personal Care Market Analysis- Industry Size, Share, Research Report, Insights, Covid-19 Impact, Statistics, Trends, Growth and Forecast 2024-2032

Published Date: April, 2024
Base Year: 2023
Delivery Format: PDF+ Excel
Historical Year: 2017-2023
No of Pages: 126
Forecast Year: 2024-2032

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Market Overview

The US sustainable personal care market has witnessed significant growth in recent years, driven by increasing consumer awareness regarding environmental sustainability, health consciousness, and ethical consumption practices. Sustainable personal care products are formulated using natural, organic, cruelty-free, and eco-friendly ingredients, with a focus on minimizing environmental impact throughout the product lifecycle. This market encompasses a wide range of products, including skincare, haircare, bath and body care, cosmetics, and oral care, catering to diverse consumer preferences and needs.


Sustainable personal care refers to the production, distribution, and consumption of personal care products that prioritize environmental sustainability, ethical sourcing, and social responsibility. These products are formulated with natural, organic, non-toxic, and biodegradable ingredients, free from harmful chemicals, synthetic fragrances, and animal-derived ingredients. Sustainable personal care brands adhere to transparent labeling, eco-friendly packaging, and ethical manufacturing practices, promoting health, well-being, and environmental stewardship.

Executive Summary

The US sustainable personal care market is experiencing robust growth, fueled by changing consumer preferences, regulatory initiatives, and industry innovations. Consumers are increasingly seeking natural, eco-friendly alternatives to conventional personal care products, driving demand for sustainable options. Key players in the market are investing in research and development, product innovation, and marketing strategies to capitalize on this trend. However, challenges such as supply chain constraints, ingredient sourcing, and regulatory compliance remain significant considerations for industry participants.

US Sustainable Personal Care Market

Key Market Insights

  1. Growing Consumer Demand: Increasing consumer awareness of environmental issues, health concerns, and ethical considerations is driving demand for sustainable personal care products. Consumers are seeking transparency, authenticity, and efficacy in their personal care choices, leading to a shift towards natural and eco-friendly alternatives.
  2. Regulatory Landscape: Regulatory initiatives and industry standards play a crucial role in shaping the US sustainable personal care market. Certifications such as USDA Organic, COSMOS, and Leaping Bunny certify products as meeting specific sustainability and ethical criteria, providing assurance to consumers and fostering market growth.
  3. Innovation and Product Development: Continuous innovation in product formulation, packaging design, and ingredient sourcing is driving product differentiation and market expansion. Sustainable personal care brands are leveraging botanical extracts, plant-based ingredients, and biodegradable packaging to offer eco-conscious solutions that align with consumer preferences.
  4. Retail Expansion: The availability of sustainable personal care products is increasing across various retail channels, including specialty stores, e-commerce platforms, natural food stores, and mainstream retailers. Brands are partnering with retailers to expand distribution networks and reach a wider audience of environmentally conscious consumers.

Market Drivers

  1. Environmental Awareness: Growing concern over environmental issues such as climate change, deforestation, and plastic pollution is driving consumers to seek sustainable alternatives in personal care products. Brands that prioritize eco-friendly practices and promote environmental stewardship are gaining traction in the market.
  2. Health and Wellness Trends: The shift towards natural, plant-based ingredients in personal care products is driven by consumer preferences for safer, non-toxic alternatives. Sustainable personal care brands emphasize ingredient transparency, avoiding harmful chemicals, and promoting holistic health and well-being.
  3. Ethical Consumerism: Millennials and Gen Z consumers, in particular, are driving demand for ethical and socially responsible products. Sustainable personal care brands that demonstrate commitment to animal welfare, fair trade practices, and community engagement resonate with this demographic and gain brand loyalty.
  4. Regulatory Support: Regulatory initiatives and certifications, such as organic certification, cruelty-free labeling, and clean beauty standards, provide credibility and assurance to consumers seeking sustainable personal care products. Regulatory support encourages industry compliance and fosters market growth.

Market Restraints

  1. Cost Considerations: Sustainable personal care products often command a premium price compared to conventional counterparts due to higher ingredient costs, certification fees, and eco-friendly packaging expenses. Affordability remains a barrier for some consumers, limiting market penetration and adoption.
  2. Ingredient Sourcing Challenges: Sourcing sustainable and ethically sourced ingredients can present challenges for personal care brands, particularly for rare or exotic botanicals. Ensuring a consistent and reliable supply chain while adhering to sustainability standards requires strategic partnerships and transparent sourcing practices.
  3. Consumer Education: Despite growing awareness of sustainability issues, some consumers may still lack knowledge about the environmental and health benefits of sustainable personal care products. Educating consumers about the importance of ingredient transparency, eco-friendly packaging, and ethical manufacturing practices is essential to drive market demand.
  4. Competition from Conventional Brands: Established personal care brands may face competition from conventional brands that offer greenwashing or misleading sustainability claims. Clear communication, credible certifications, and authentic brand messaging are critical for sustainable brands to differentiate themselves and build trust with consumers.

Market Opportunities

  1. Product Innovation: Opportunities exist for product innovation in sustainable personal care, including the development of novel ingredients, formulations, and packaging solutions that minimize environmental impact and meet consumer preferences for natural and eco-friendly products.
  2. E-commerce Expansion: The growth of e-commerce platforms provides a convenient and accessible channel for sustainable personal care brands to reach consumers nationwide. Investing in e-commerce strategies, digital marketing, and direct-to-consumer initiatives can expand market reach and engagement.
  3. Collaboration and Partnerships: Collaborative initiatives between sustainable personal care brands, suppliers, retailers, and industry organizations can drive innovation, share best practices, and amplify market impact. Partnerships enable brands to leverage collective expertise and resources to address common challenges and opportunities.
  4. Consumer Engagement: Engaging consumers through educational campaigns, interactive content, and experiential marketing initiatives can raise awareness, build brand loyalty, and foster community among environmentally conscious consumers. Brands that prioritize transparency, authenticity, and consumer empowerment can create meaningful connections and drive advocacy.

Market Dynamics

The US sustainable personal care market operates in a dynamic environment shaped by consumer trends, regulatory developments, industry innovations, and competitive dynamics. Key market dynamics include:

  1. Consumer Preferences: Changing consumer preferences for natural, eco-friendly, and ethical personal care products drive market demand and influence purchasing decisions.
  2. Regulatory Landscape: Regulatory initiatives, certifications, and labeling requirements play a crucial role in shaping market standards, consumer trust, and industry competitiveness.
  3. Industry Innovation: Continuous innovation in product formulation, packaging design, and sustainable practices drives market differentiation, brand loyalty, and market growth.
  4. Competitive Landscape: The market is characterized by a diverse range of players, including established brands, indie startups, and niche players, competing based on product quality, brand reputation, and sustainability credentials.

Regional Analysis

The US sustainable personal care market exhibits regional variations in consumer preferences, distribution channels, and market dynamics. Major metropolitan areas and eco-conscious regions such as California and the Pacific Northwest have higher adoption rates of sustainable personal care products, driven by environmental awareness, health consciousness, and lifestyle trends. Rural and less affluent regions may exhibit slower adoption due to cost considerations and limited availability of sustainable options.

Competitive Landscape

The US sustainable personal care market is highly competitive, with a mix of established brands, indie startups, and niche players vying for market share. Key players in the market include:

  1. Burt’s Bees
  2. The Honest Company
  3. Dr. Bronner’s
  4. Avalon Organics
  5. Alaffia
  6. Acure
  7. Pacifica Beauty
  8. EO Products
  9. Schmidt’s Naturals
  10. Tom’s of Maine

These brands compete based on product quality, efficacy, sustainability claims, brand reputation, and marketing strategies. Differentiation through unique formulations, eco-friendly packaging, and transparent sourcing practices is essential for brands to stand out in the competitive landscape.


The US sustainable personal care market can be segmented based on product type, distribution channel, and consumer demographics:

  1. Product Type: Segmentation by product category includes skincare, haircare, bath and body care, cosmetics, oral care, and baby care products.
  2. Distribution Channel: Segmentation by distribution channel includes specialty stores, natural food stores, e-commerce platforms, department stores, and mass merchandisers.
  3. Consumer Demographics: Segmentation by consumer demographics includes age, gender, income level, lifestyle preferences, and environmental values.

Segmentation allows brands to tailor their product offerings, marketing strategies, and distribution channels to specific target audiences and market segments, enhancing relevance and effectiveness.

Category-wise Insights

  1. Skincare: Sustainable skincare products focus on natural ingredients, botanical extracts, and clean formulations free from synthetic fragrances, parabens, and phthalates. Popular skincare products include facial cleansers, moisturizers, serums, and sunscreens formulated with plant-based oils, antioxidants, and vitamins.
  2. Haircare: Sustainable haircare products emphasize gentle cleansing, nourishing ingredients, and eco-friendly packaging. Shampoos, conditioners, and styling products made with organic botanicals, plant proteins, and essential oils promote healthy hair and scalp while minimizing environmental impact.
  3. Bath and Body Care: Sustainable bath and body care products prioritize biodegradable formulations, recyclable packaging, and cruelty-free ingredients. Body washes, soaps, lotions, and bath salts infused with natural extracts, shea butter, and coconut oil offer luxurious skincare rituals with minimal environmental footprint.
  4. Cosmetics: Sustainable cosmetics focus on clean ingredients, vegan formulations, and sustainable packaging options. Makeup products such as foundation, lipstick, mascara, and eyeshadow feature natural pigments, plant-based waxes, and mineral powders for vibrant colors and long-lasting wear.
  5. Oral Care: Sustainable oral care products promote oral health with natural ingredients, fluoride-free formulations, and recyclable packaging. Toothpaste, mouthwash, and dental floss made with botanical extracts, essential oils, and bamboo fibers offer effective cleaning and freshness without artificial additives.

Key Benefits for Industry Participants and Stakeholders

  1. Environmental Impact: Sustainable personal care products minimize environmental impact through eco-friendly sourcing, production, and disposal practices, contributing to biodiversity conservation, waste reduction, and carbon footprint reduction.
  2. Health and Safety: Natural and non-toxic ingredients in sustainable personal care products promote health and safety by reducing exposure to harmful chemicals, allergens, and irritants commonly found in conventional products.
  3. Ethical Sourcing: Sustainable personal care brands prioritize ethical sourcing of ingredients, fair labor practices, and cruelty-free manufacturing, fostering transparency, accountability, and social responsibility throughout the supply chain.
  4. Consumer Trust and Loyalty: Brands that demonstrate commitment to sustainability, transparency, and ethical values build trust and loyalty among environmentally conscious consumers, driving brand advocacy and repeat purchases.
  5. Market Differentiation: Differentiation through sustainability credentials, clean formulations, and transparent sourcing practices enables brands to stand out in the competitive market landscape, attracting discerning consumers and gaining market share.

SWOT Analysis

A SWOT analysis provides insights into the strengths, weaknesses, opportunities, and threats facing the US sustainable personal care market:

  1. Strengths:
    • Growing consumer demand for natural and eco-friendly products
    • Increasing availability of sustainable personal care options
    • Regulatory support for transparency and environmental standards
    • Strong brand loyalty and advocacy among environmentally conscious consumers
  2. Weaknesses:
    • Higher production costs compared to conventional products
    • Limited availability of sustainable ingredients and packaging options
    • Challenges in scaling production while maintaining sustainability standards
    • Competition from conventional brands with greenwashing or misleading claims
  3. Opportunities:
    • Product innovation and formulation advancements
    • Expansion into new distribution channels and geographic markets
    • Collaborative partnerships and industry alliances for shared sustainability goals
    • Consumer education and awareness campaigns to drive market growth
  4. Threats:
    • Regulatory changes impacting ingredient sourcing and labeling requirements
    • Supply chain disruptions affecting ingredient availability and pricing
    • Misinformation or skepticism among consumers regarding sustainability claims
    • Competition from conventional brands offering similar or imitation products

Market Key Trends

  1. Clean Beauty Movement: The clean beauty movement emphasizes transparency, safety, and sustainability in personal care products, driving demand for natural, non-toxic, and eco-friendly formulations.
  2. Ingredient Transparency: Consumers are increasingly seeking transparency in product labeling, ingredient sourcing, and manufacturing practices, leading to greater scrutiny of sustainability claims and certifications.
  3. Packaging Innovation: Sustainable packaging solutions such as recyclable materials, compostable packaging, and refillable containers are gaining traction, reducing plastic waste and environmental impact.
  4. Circular Economy Initiatives: Brands are adopting circular economy principles by designing products for durability, recyclability, and biodegradability, closing the loop on product lifecycle and reducing resource consumption.

Covid-19 Impact

The COVID-19 pandemic has influenced consumer behavior, supply chain dynamics, and market trends in the US sustainable personal care market:

  1. Shift in Priorities: The pandemic heightened consumer awareness of health, hygiene, and wellness, leading to increased demand for personal care products that prioritize safety, cleanliness, and natural ingredients.
  2. E-commerce Acceleration: The closure of brick-and-mortar retail outlets and social distancing measures accelerated the shift towards online shopping, prompting brands to invest in e-commerce platforms, digital marketing, and direct-to-consumer channels.
  3. Supply Chain Resilience: Supply chain disruptions and ingredient shortages highlighted the importance of resilient and transparent supply chains, prompting brands to diversify sourcing, prioritize local suppliers, and invest in inventory management systems.
  4. Sustainability Focus: The pandemic underscored the interconnectedness of human health, environmental sustainability, and social responsibility, reinforcing consumer preferences for sustainable and ethical products that support personal and planetary well-being.

Key Industry Developments

  1. Sustainable Packaging Innovations: Brands are investing in sustainable packaging solutions such as compostable materials, biodegradable packaging, and refillable containers to reduce plastic waste and minimize environmental impact.
  2. Ingredient Traceability Initiatives: Transparency in ingredient sourcing and supply chain traceability is gaining importance, with brands implementing blockchain technology and digital platforms to track and verify raw materials’ origins and sustainability credentials.
  3. Carbon Neutrality Commitments: Brands are setting ambitious goals to achieve carbon neutrality and reduce greenhouse gas emissions throughout the product lifecycle, from sourcing and manufacturing to distribution and disposal.
  4. Community Engagement Programs: Brands are engaging with consumers, employees, and local communities through sustainability initiatives, charitable partnerships, and environmental stewardship programs to foster trust, loyalty, and social impact.

Analyst Suggestions

  1. Product Innovation: Continue investing in research and development to innovate sustainable formulations, packaging designs, and production processes that align with consumer preferences and market trends.
  2. Supply Chain Optimization: Enhance supply chain visibility, resilience, and traceability by diversifying sourcing, collaborating with trusted suppliers, and implementing digital solutions for inventory management and logistics.
  3. Consumer Education: Educate consumers about the environmental and health benefits of sustainable personal care products through transparent labeling, informative content, and engaging campaigns that empower consumers to make informed choices.
  4. Regulatory Compliance: Stay abreast of regulatory developments, certifications, and labeling requirements to ensure compliance with environmental standards, safety regulations, and ethical practices, building consumer trust and confidence.

Future Outlook

The future outlook for the US sustainable personal care market is optimistic, with continued growth expected driven by consumer demand, regulatory support, and industry innovation. Key trends shaping the market include clean beauty, ingredient transparency, circular economy initiatives, and sustainability commitments. Brands that prioritize sustainability, transparency, and consumer engagement are poised to thrive in the evolving market landscape.


The US sustainable personal care market is experiencing rapid growth and transformation, driven by shifting consumer preferences, regulatory initiatives, and industry innovations. Sustainable personal care products offer health-conscious, eco-friendly, and ethically sourced alternatives to conventional products, appealing to environmentally conscious consumers seeking transparency, authenticity, and efficacy. Brands that prioritize sustainability, innovation, and consumer trust are well-positioned to capitalize on market opportunities and drive positive change in the personal care industry. By fostering collaboration, transparency, and accountability throughout the supply chain, the US sustainable personal care market can contribute to a healthier, more sustainable future for individuals and the planet.

US Sustainable Personal Care Market:

Segmentation Details Description
Product Type Skincare, Haircare, Oral Care, Cosmetics, Others
Distribution Channel Online Retail, Offline Retail
Region California, Texas, Florida, New York, Others

Leading Companies in US Sustainable Personal Care Market:

  1. Unilever
  2. L’Oréal
  3. Procter & Gamble
  4. Estée Lauder Companies Inc.
  5. Johnson & Johnson
  6. Beiersdorf AG
  7. Colgate-Palmolive Company
  8. The Body Shop International Limited
  9. Natura &Co
  10. Amway Corporation

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