4 in 5 consumers struggle to trust beauty brand transparency, according to Provenance report

Beauty brands are facing more challenges than just creating the best product in their relevant field. Now, when consumers buy beauty products, they are wanting more than the benefits to their body, they are also wanting to know that the product is sustainable and the brand who produce it has good social morals.

This is reflected in sustainability company, Provenance‘s latest report, Skin Deep Beauty, which shows nine in ten shoppers find sustainability and other ethics-related considerations to be important. Sustainability information is three times more important than social proof or reviews when shoppers are making a beauty and wellness purchase.

The report surveyed more than 1,500 beauty shoppers, as well as leaders from Cult Beauty, Elemis, Douglas, Noble Panacea and B Corp Beauty Coalition.

It revealed that 79% (4 in 5) of consumers have difficulty trusting the sustainability and social claims made by companies in the beauty & wellness industry, with less than 1 in 4 strongly agreeing that beauty brands are transparent on sustainability.

93% of beauty shoppers believe that nature and animal welfare is an important consideration and it was also found that more than 85% of participants trust an independent verifier, putting this source of information ahead of others.

Also, interestingly, the findings also highlight the lack of influence that social media content creators have in the sustainability field with only one third of shoppers likely to trust bloggers over spotting a sustainability certification stamp.

To read the full report, click here