How cosmetics brands can earn consumer trust through sustainability
July 16, 2025
Conscious consumers are raising the bar
Today’s shoppers are informed, intentional, and increasingly unwilling to accept vague sustainability claims. A recent survey found that 77% of Millennial and Gen Z consumers prefer sustainable brands, and 65% are willing to pay more for eco-conscious products. But this growing demand comes with heightened scrutiny, especially in the cosmetics industry: 87% of shoppers research a brand’s sustainability credentials before purchasing, and 68% rely on trusted third-party certifications to identify clean and sustainable products.
This shift reflects a broader awareness of the cosmetic industry’s environmental footprint. The beauty sector produces over 120 billion units of packaging annually, with only a small fraction effectively recycled. From ingredient sourcing to end-of-life disposal, consumers are demanding that brands take responsibility for their products across the entire value chain.
Rethinking products from the inside out
In response, top brands are redesigning their products to reduce environmental impact. One notable example is the rise of waterless beauty. Products like solid shampoo bars, powdered cleansers, and concentrated serums are gaining traction for their ability to reduce water use, lower transportation emissions, and eliminate single-use plastic packaging. The new formats aren’t just environmentally smart; they’re resonating with consumers. Sales of waterless beauty products grew 250% in 2023, gaining mainstream appeal for their convenience and minimalist design.
To make more informed decisions, many companies are turning to product carbon footprint (PCF) analysis. This approach calculates the greenhouse gas emissions across each stage of a product’s life cycle, from raw materials and manufacturing to packaging, logistics, and disposal. Product carbon footprint data reveals emissions hotspots and empowers brands to make smarter decisions around ingredient substitutions, energy use, packaging design, and transportation.
Success story: cosnova
Smarter ingredients, ethical formulations
Formulation is another area undergoing transformation. Investments in biotechnology have brands embracing lab-grown ingredients like collagen and squalene. Lab-grown ingredients offer the same benefits as conventional alternatives but with a significantly lower environmental footprint, reducing reliance on animal-derived and overharvested materials.
At the same time, ethical claims like cruelty-free and vegan have moved into the mainstream. Today, 85% of leading cosmetic brands claim to be cruelty-free, and vegan-labelled products have grown by 70% in the past five years. These labels address consumer scepticism, but in a competitive market, brands need to back them up with credible, transparent proof.
Product carbon footprints with ClimatePartner
As brands reduce their carbon footprint, clear and credible communication becomes essential. The ClimatePartner certified label allows companies transparently share a product’s full carbon impact. It combines a rigorous product carbon footprint calculation with science-based target setting and contributions to certified climate projects. A unique climate-ID page provides customers with access to emissions data, reduction measures, and the supported projects.
With over 100,000 certified products worldwide, the ClimatePartner label is trusted by major marketplaces, including Amazon’s Climate Pledge Friendly program. For brands, it helps build consumer trust, meet retailer requirements, and stand out in a competitive market.
Climate-conscious beauty
Brands that lead with data-driven action and transparent communication don’t just support the planet, they build lasting customer loyalty, grow sales, and create long-term business value.
Looking to elevate your brand’s sustainability strategy?