The Clean Revolution: The Data Behind The Demand for Transparency in Beauty, Wellness, and Food
The beauty, wellness, and food industries are experiencing a fundamental shift—one driven by a growing consumer demand for transparency and clean ingredients. No longer satisfied with vague marketing claims, today’s consumers want to know exactly what goes into the products they use daily, from skincare to supplements to the food on their plates.
And the numbers make it clear: brands that embrace clean formulations, ethical sourcing, and sustainable practices aren’t just following a trend—they’re future-proofing their business.
The Numbers Don’t Lie: Clean Beauty Is More Than a Trend
The global clean beauty market is on a steady rise, projected to reach $54.5 billion by 2027 with a CAGR of 12.07% (Statista). This growth isn’t just fueled by aesthetics—it’s a direct response to consumer scrutiny of ingredients.
65% of beauty shoppers actively avoid parabens, sulfates, and synthetic fragrances (NPD Group).
78% of global consumers say they’re willing to pay more for beauty products containing natural and organic ingredients (NielsenIQ).
The Environmental Working Group (EWG) reports that demand for EWG-verified beauty products has increased by 35% year over year.
This data paints a clear picture: consumers want ingredient transparency, and brands that deliver are seeing significant growth.
From Wellness to Food: The Clean Label Movement Gains Momentum
This demand for clean, functional ingredients isn’t limited to beauty—it extends into wellness and food industries where “clean label” products are outperforming their conventional counterparts.
The global wellness market was valued at $5.6 trillion in 2023 and continues to expand as consumers seek science-backed, natural solutions (Global Wellness Institute).
Over 70% of supplement buyers read ingredient labels before making a purchase, with plant-based, adaptogenic, and nootropic ingredients leading growth (SPINS, 2023).
Clean-label food products (free from artificial preservatives, colors, and flavors) grew 8% in 2023, outpacing conventional food sales (NielsenIQ).
From collagen-infused beverages to probiotic-rich snacks, functional and clean are now key purchasing drivers. Brands that prioritize ingredient transparency and eliminate artificial additives are gaining consumer trust and market share.
The Next Competitive Edge in Clean Innovation
Beyond clean ingredients, sustainability is shaping purchasing decisions like never before. Consumers don’t just want better-for-you products—they want better-for-the-planet solutions.
66% of global consumers—and 75% of Millennials—consider sustainability when making a purchase (McKinsey & Company).
Eco-friendly packaging and ethical sourcing have become key factors influencing purchasing decisions, with 72% of consumers preferring brands that actively reduce their environmental footprint (IBM Research).
The bio-based ingredients market is projected to grow at a CAGR of 9.1% through 2028, driven by investments in lab-grown ingredients, upcycled materials, and plant-based alternatives (MarketsandMarkets).
Clean isn’t just about what’s inside a product—it’s about how it’s made, sourced, and packaged. The brands that lead with sustainability and ethical responsibility are seeing greater consumer loyalty and long-term profitability.
The Road Ahead for Brands and Clean Ingredients
With data-backed insights and evolving consumer expectations, it’s clear that the move toward clean ingredients isn’t a short-lived trend—it’s an industry-wide transformation.
For brands, staying ahead means:
✅ Prioritizing ingredient transparency—Clear, detailed labeling and third-party verifications build trust.
✅ Investing in sustainable innovation—From bio-engineered ingredients to upcycled materials, R&D will drive the next wave of clean formulations.
✅ Educating consumers—Marketing should go beyond claims and provide real education on why clean, sustainable ingredients matter.
To explore the latest innovations in clean beauty and wellness, NextGen Purpose’s upcoming Clean Beauty Series will feature leading industry experts discussing the future of clean formulations and how brands can thrive in a more conscientious marketplace.
For more insights, visit NextGen Purpose.
