Limited knowledge of natural and organic products among British consumers

Potentially harmful ingredients in beauty products are a key area of concern for British consumers, but the majority have limited knowledge about them. 90% of respondents in The Future of Beauty report, published in October by London-based skin and hair care brand Evolve Organic Beauty, stated that they were concerned about the risk of toxins – but more than half were unaware of five of the 10 most common such components.

The majority also expressed confusion when it comes to what constitutes a natural or organic product, with the overlapping use of the terms and the lack of industry regulation contributing to the uncertainty. Half of respondents said they were ‘sometimes’ confused about what qualifies as an organic product, with 15% stating that they ‘often’ were. The corresponding figures for products labelled natural were 50% and 23% respectively.

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