Clean Beauty ‘Important’ To 63% Of US Shoppers, But Quality, Price Weigh On Decision

The majority of US beauty shoppers say clean beauty is “extremely” or “very” important when buying products, but cost, packaging and ingredient quality factor into their purchase decisions, according to CleanHub, a Berlin-based advocacy organization committed to reducing plastic waste.

“A comprehensive approach is needed if brands want to make clean beauty a reality,” says the group, which works to empower companies to take responsibility for their plastic