Natural and Clean Beauty Key Developments in the U.S. Market​

The natural and clean beauty market bounced back, increasing by a robust 10% in 2021. As the market is starting to normalize, growth is expected to soften. Oral care was the only product class to record a decline as brands pursued other areas of interest, such as deodorants and antiperspirants. Makeup and fragrances picked up strongly.

One of the more unique trends in 2021 was the rise of sustainability-focused products, particularly evident in hair care. Brands and retailers alike will continue to make efforts to expand messaging on climate commitments, sustainable sourcing, responsible packaging, and environmental giving.

Clean beauty claims continue to accelerate, with many conventional brands seeking to adopt the language. However, without government regulations or marketing restrictions, greenwashing will persist, allowing brands with less clean or fewer natural formulas to continue impacting the market.

For a glimpse of the latest dynamics and opportunities in the natural and clean beauty market, download this highlights report featuring select excerpts from our Natural and Clean Beauty Global Series report.

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