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“Clean beauty” has captured the interest of a significant percentage of the U.S. population. CivicScience data from late May show that 58% of U.S. adults express an interest in skincare, hair care, cosmetics, and other beauty products that can be defined as “clean beauty,” with consumers especially concerned about clean sunscreens and SPF products. “Eco-friendly” is another label that young beauty shoppers, in particular, are looking for.
How do consumers decide on which clean and green brands to buy? Burt’s Bees and The Honest Company are two popular budget-friendly beauty brands built around using natural ingredients and sustainable production. Both companies have a wide range of personal care, cosmetics, and baby products that can be purchased at major retailers such as Target, Walmart, and Amazon. Honest remains less well-known with just 49% of consumers aware of the brand, compared to 84% for Burt’s Bees. While Burt’s Bees has been on the scene for decades, Honest (founded by actress Jessica Alba) has made significant gains in the past year.
Here’s what we can learn about how their customers compare, based on CivicScience’s brand monitoring and ‘always-on’ consumer data tracking:
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