According to a survey by Kari Gran, of all the age groups, millennial women are most likely to see importance of choosing all-natural beauty products. Specifically, 73 percent of Millennials feel that all-natural beauty products are important. When considering other age groups, 59 percent of 35-44 year olds, 56 percent of 45-54 year olds, 51 percent of 55-64 year olds and 54 percent of 65+ year olds find importance in these types of products. Approximately two in three millennial women read beauty product ingredient labels prior to making a purchase to avoid toxic ingredients and chemicals.
All-natural beauty products are so important to Millennials that of all age groups, they are more likely to only purchase such products. For example, 27 percent of Millennials said they only purchase all-natural skin care products, whereas 24 percent of 35-44 year olds, 20 percent of 45-54 year olds, 18 percent of 55-64 year olds, and 24 percent of 65+ year olds said this. Similarly, 26 percent of Millennials said they only purchase all-natural hair care products, whereas 22 percent of 35-44 year, 17 percent of 45-54 year olds, 14% of 55-64 year olds, and 19 percent of 65+ year olds said the same. Similar trends appeared for all-natural sunscreen and nail products.
When looking at future purchasing behavior, Millennials are also ahead. Nearly 1 in 2 Millennials (48 percent) said they planned to buy more all-natural beauty products, compared to women ages 35-44 (35 percent), 45-54 (29 percent), 55-64 (35 percent) and 65+ (21 percent). Of all the age groups, Millennials were the most likely to report they will purchase more all-natural beauty products in the next two years across various categories including: skin care (47 percent), hair care (46 percent), makeup (37 percent), sunscreen (31 percent), and nail care (26 percent).