Clean beauty is a growing priority among a majority of wealthy skincare aficionados, according to a study conducted by WSJ Intelligence.
In an online poll, which was conducted in mid-January, readers of The Wall Street Journal shared their interest and purchase plans regarding personal care and grooming. Of those respondents, 46% were women, with an average household income of $385,303. All of them said they incorporate skincare into their current beauty routine.
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Of the female readers who were surveyed, seven in 10 said they are familiar with the term “clean beauty,” and four in five of those familiar with clean beauty find it important, with the most crucial aspect being its lack of chemicals and harmful ingredients.
While there’s no universal definition, clean beauty typically refers to cosmetics and skincare products that have been formulated with a focus on non-toxic ingredients, avoiding potentially harmful substances like parabens, sulfates and silicones. Clean beauty products are also often cruelty-free and sustainable.
“We’re seeing a positive trend toward clean beauty familiarity and importance among WSJ female readers,” said Lisa Salav, luxury lifestyle research analyst at WSJ Intelligence.
Since WSJ Intelligence last conducted its Beauty Survey in 2022, Salav pointed out that respondents’ familiarity with clean beauty has increased. As has the number who think clean beauty is important, along with those who value products that are free of chemicals and harmful ingredients.
In the same vein, the poll found that trust and transparency are crucial to consumers when it comes to their beauty purchases.
“A brand I can trust” ranked as the leading influence on purchase decisions, with 67% of women prioritizing brand reliability above all other factors. The second most critical attribute for brand selection is the transparency of listed ingredients, the survey found.
When it comes to the most important aspects of beauty products in general, “our readers continue to want to look youthful and combat aging,” Salav said.
A majority (73%) said that was the most important factor of skincare and beauty for them, an 11-point increase from 2022.
The survey also found that the majority of male respondents use grooming products. Most commonly used was deodorant (91%) followed by sunscreen (85%) and a facial moisturizer (62%).
Both Mansion Global and The Wall Street Journal are owned by Dow Jones.
