Natural/organic beauty product consumption U.S. 2018, by generation

According to the survey, 73 percent of Gen Z consumers in the United States purchased organic beauty and personal care products in 2018. That year, about 61 percent of baby boomers purchased such products.

Organic brands in the market for personal care products

Consumers purchase a substantial amount of personal care products as part of their hair, skin, and makeup routines. Aveeno, Burt's Bees, and Aveda are some of the most well-known brands within the natural beauty market. For example, Burt's Bees is one of the leading brands in the U.S. market for lipsticks. Similarly, almost six million consumers use Aveeno shampoo, making it one of the top twenty shampoos in the United States.

Why do consumers shop organic?

The market for natural and organic products has increased over the past few years, as many users voice concern about synthetic ingredients, such as BPA, in the products. Over 80 percent of consumers either already buy or want to start buying all-natural skincare products. Another factor relevant to many consumers is that their products are free from chemicals such as parabens, formaldehyde, and polyethylene.