Consumers are increasingly interested in sustainability, but there is still a gap between those who want to buy eco-friendly products and those who actually do. Mintel’s Global Outlook on Sustainability report found that upcycling is a relatively new concept in the beauty and personal care industry. The report, based on a survey of 10,000 consumers across 10 markets, including Japan, China, and India, revealed that only 0.7% of BPC launches in the first half of 2024 featured upcycled ingredients.
Richard Cope, Senior Trends Consultant at Mintel, emphasized the importance of educating consumers about upcycled beauty and validating sustainability claims. He suggested that on-pack sustainability ratings, similar to nutrition ratings in the food and beverage industry, could help simplify information about a product’s environmental impact and make it more accessible to consumers.
While Europe has seen significant growth in upcycled beauty products, there is still room for growth in Asia. Brands like Coty and UpCircle have been leading the way in upcycling, with Coty launching a range of fragrances made from upcycled alcohol and UpCircle using upcycled ingredients in their skincare products.
According to the survey, BPC consumers in Asia, particularly in China and India, are more likely to see the positive impact of using by-products from production processes as fertilizers or fuel. This indicates a growing interest in sustainability among consumers in the region.
Overall, there is a growing trend towards upcycled beauty products, and brands have the opportunity to tap into this market by educating consumers, providing transparent information about their products, and highlighting the benefits of upcycling. With the right approach, upcycled beauty could become a viable solution for cosmetic brands looking to appeal to sustainability-conscious consumers.
