Consumer skepticism regarding new ingredients in beauty and personal care products remains a significant challenge for brands, an issue that consumer intelligence firm Mintel recently investigated.
“Nearly one in four beauty and personal care consumers find it difficult to trust new ingredients,” Carson Kitzmiller, Principal Analyst, Beauty & Personal Care, told CosmeticsDesign.
This skepticism is fueled by concerns surrounding ingredient safety, sourcing, production transparency, and product claims’ validity.
“Nearly eight in ten personal care users agree there should be stricter regulations around personal care product safety,” Kitzmiller added, highlighting widespread demand for greater oversight.
The importance of proven effectiveness
“Proven effectiveness and quality attributes are what drive purchase and replenishment within the total category,” Kitzmiller explained. More than half of skin care consumers cite proven effectiveness as the most critical factor when selecting products.
“When we asked US skin care users what are top indicators that a facial skin care product is ‘quality,’ we see that ‘safe for sensitive skin,’ clean/natural ingredients, long-lasting results, and recommendations by skin experts are top attributes,” she noted.
Scientific studies also significantly impact consumers, with 37% of beauty and personal care (BPC) users stating that scientific research would influence their opinions on ingredients.
Additionally, 44% of “clean” beauty consumers consider clinical studies a key pillar of trust.
“We also see that over four in ten clean beauty users said they ‘only use recognizable ingredients,’ highlighting that familiarity and established information ease concerns,” Kitzmiller said.
Demographic variations in demand for efficacy
An analysis of demographic trends further illustrated the demand for efficacy, which is “higher among female skin care users (56%) versus male skin care users (41%),” Kitzmiller said. Notably, older female consumers, particularly those aged 35 and above, are more willing to pay a premium for effective products.
“While 42% of female skincare users aged 18-34 also agree that it’s worth paying more for a product that works, their knowledge of the category, openness to experiment with new products, and finding ‘dupes’ may put pressure on ‘trade-up’ mentalities within this demographic,” she added.
Further, when “asking about reasons for researching ingredients in BPC products,” she clarified, “44% of men and women of all ages said it was to ensure the ingredients are effective.”
This insight revealed that “while there are differing mentalities around the subjective phrase of ‘proven efficacy,’ there is a baseline demand across all demographics that products purchased should be effective in addressing skin needs.”
The role of social media in ingredient research
“Among adults who use TikTok to do BPC research online, 73% say they prefer to start their product research on TikTok over search engines like Google,” Kitzmiller shared, which is a shift that further underscored the importance of integrating expert-backed content with social media strategies.
According to Kitzmiller, the driving factor behind the social media push is that “consumers appreciate scientifically accurate information and want to stay informed about trending skin care practices or products.”
“While TikTok or other social platforms may be a ‘jumping off’ point or discovery vehicle for some,” she elaborated, “brands have the opportunity to validate their products and ingredients on the platform with science-backed messaging and content.”
Addressing misinformation and building trust
However, an unfortunate pitfall of relying on social media for information dissemination is that the proliferation of online information has also led to consumer confusion.
“One in five BPC users have stopped using an ingredient because of something they read online, with one in four saying there is too much misinformation out there,” Kitzmiller noted.
To combat this, brands should emphasize evidence-backed, safe, and natural ingredients while providing detailed ingredient breakdowns, sourcing information, and educational content. “Skin care brands can also emphasize dosage and patented ingredients in their messaging to appeal to consumers,” she advised.
Although “explaining scientifically backed technologies and hyper-specific directives may feel granular,” she explained, it can appeal to and generate interest from new product users.
The role of brands in ingredient education
As beauty brands navigate a landscape of increasing consumer skepticism, prioritizing transparency, scientific validation, and clear communication will be critical.
“With only 39% of beauty and personal care consumers trusting brands to use safe ingredients,” Kitzmiller illustrated, “it’s clear that brands must take the lead in educating consumers—particularly on safety and efficacy.”
To address these concerns, brands can take proactive steps by emphasizing the safety of the ingredients used in their products, providing transparency about sourcing and production processes, and highlighting scientifically proven results or outcomes of their product use, she said.
Beauty brands can also align with scientific research and consumer values to establish themselves as trusted leaders in the evolving industry landscape.
“In the US, where BPC regulations remain uncertain and often differ from global standards, brands have an opportunity to position themselves as champions of safety by prioritizing transparent formulations, clear education, and open communication,” she concluded.
