Beyond the Price Tag: How Sustainability Is Redefining the Beauty Industry

By Ana Marques

Over the last few years, I found myself standing in front of beauty shelves not just looking for a good product — but asking bigger questions. Who made this? Is it safe for my skin and the planet? Am I supporting a brand that truly cares?

These questions inspired my final project at the London School of Design and Marketing, where I explored how sustainability is influencing consumer behaviour in the cosmetics industry. What I discovered was clear: sustainability is no longer a niche — it’s a new standard.

The Green Awakening of the Beauty Shopper

In the past, choosing a moisturiser was about price, scent, or packaging. Today, a growing number of consumers are looking for transparency, ethics, and environmental responsibility.

According to my research, over 70% of consumers consider sustainability as a key factor in their purchasing decisions — especially when it comes to skincare, haircare and makeup. Among younger generations (especially Gen Z and Millennials), this number is even higher.

What does that mean for brands? A simple label that says “natural” or “eco” isn’t enough anymore. Consumers are smarter, more informed and more demanding.

More than Just Buzzwords

Let’s face it: sustainability can be confusing. Organic, cruelty-free, vegan, carbon-neutral, zero-waste… The list goes on. But what really matters to consumers?

In my study, the most valued sustainable attributes were:

• Cruelty-free testing
• Recyclable or refillable packaging
• Natural or organic ingredients
• Fair trade sourcing

Interestingly, while many claimed to value sustainability, price and product performance still played a crucial role in the final decision. People want to feel good about their choices — but not at the expense of quality or affordability.

The Trust Gap: Saying vs. Doing

Another key insight from my research was the gap between intention and trust. Consumers say they care about sustainability, but they often struggle to trust brand claims.

Why? Because greenwashing is real. Many brands use eco-friendly language or packaging without real commitment behind the scenes. This has made consumers more cautious and critical.

In fact, 64% of respondents said they research brands before buying, and social media plays a big role in shaping perceptions — both positive and negative.

Social Media: The New Beauty Advisor

Instagram, TikTok, and YouTube have become the main platforms where consumers discover, review and validate beauty products. Influencers who share honest routines, sustainable tips or product reviews have a huge impact on brand trust and awareness.

But there’s a twist. Authenticity beats perfection. Users are more likely to follow and trust influencers who are relatable, not those with polished campaigns. That’s why brands who collaborate with micro-influencers or real consumers tend to perform better when promoting sustainable values.

A Call to Brands: It’s Time to Be Transparent

One of the strongest messages that came through in my research is this: consumers want to do the right thing, but they need help.

Brands should:

• Share clear, honest information about their sustainability efforts
• Avoid greenwashing and vague claims
• Offer affordable eco-options without compromising effectiveness
• Invest in education — not just marketing

Consumers are not expecting perfection. What they want is progress, honesty and consistency.

The Rise of Conscious Beauty

We’re witnessing a powerful shift: from impulsive buying to conscious consumption. From flashy packaging to purpose-driven choices. Sustainability isn’t a trend — it’s becoming part of the identity of modern consumers.

And while it’s true that not everyone can afford the most sustainable options, every small step matters — whether it’s choosing refillable packaging, avoiding animal-tested products or supporting local brands.

Final Thoughts

As someone who loves beauty but also cares deeply about the planet, working on this project helped me realise how much power we hold as consumers. Every time we buy a product, we’re voting for the kind of world we want to live in.

The beauty industry has an incredible opportunity to lead change — but only if it listens, learns, and acts.

Green is not just a colour. It’s a commitment.

About the Author
Ana Marques recently completed her Bachelor’s degree in Marketing at the London School of Design and Marketing. With a passion for ethical branding and sustainability, she hopes to continue working in the intersection between business and positive impact.