For more than a century, cosmetic brands marketed their products on aspiration: showcasing carefully curated images of stereotypically beautiful people, emphasizing their ability to achieve physical attractiveness and flawless complexions with the stroke of a brush, according to Ian Baer, Founder and CEO of beauty marketplace Soothe.

But over the past two decades, consumers’ interest in health, transparency and environmental sustainability has emerged, expanding their aspirations to include more personal and individual values as well. Baer and the brand’s Head of Communications Melissa McGuire, who presented a white paper, “Inside the Mind of the Clean Beauty Consumer,” at the 2025 Sustainable Cosmetics Summit in New York, share their findings on the maturation of the clean beauty category and the resulting implications for marketers and professionals seeking to connect with these consumers.

Chief Marketer: How has the beauty category evolved?

Baer and McGuire: In the early 2000s, cosmetic consumers began paying closer attention to ingredients, sustainability claims, and the ethical sourcing of products. 2017-2020 marked a clean beauty boom fueled by social media and the ideals of millennials and Gen Z. Terms like “zero waste,” “cruelty-free” and “non-toxic ingredients” became a must-have on packaging and labels. Today, the category continues to evolve, and marketers are forced to take notice or accept being left behind.

But even with this continued evolution, “clean” doesn’t mean what it did just a few years ago. To add to the ongoing disruption, consumers have become savvy to overarching buzzwords like “natural,” “organic” and “non-GMO.” Buyers are now seeking products that satisfy both their emotional and practical needs, conveying feelings of clarity, trust and safety, while continuing to fulfill the category promise of looking one’s best.

CM: You say consumers are becoming more savvy. How so?

Baer and McGuire: Where cosmetic consumers of the past often found themselves chasing someone else’s standard of beauty, the clean beauty buyers of 2025 choose their individual ideals based on a set of personal values. At the top of that list is transparency; however, many consumers have learned over decades of cosmetics marketing that the bold claims made by many brands often underdeliver in reality — leaving consumers vulnerable to the next overpromise. The long-term impact has significantly eroded trust in the category, leaving consumers increasingly wary.

In fact, the top reasons a customer will disengage with a beauty brand are vague labels, unclear claims and empty promises that lead to emotional disconnects. Further, phrases such as “No hidden ingredients,” “Safe for sensitive skin” and “Ingredients you recognize” foster trust through greater clarity.

CM: How can beauty brands achieve relatability?

Baer and McGuire: The need for transparency extends to those who endorse and recommend these products. Modern clean beauty consumers seek and trust voices that feel real, raw, and as if they are coming from peers as opposed to mega-influencers who often seem polished and excessively curated. Micro-influencers have emerged as the bridge between brands and their audiences, who demand more honesty, transparency and value for their money.

Additionally, everyday creators with smaller but engaged followings — like micro- and nano-influencers — outperform larger influencers in terms of trust, engagement and ROI. Brands report a 6% average engagement rate from micro-influencers versus just 1–2% from mega-influencers, and 56% of marketers say they get better ROI from smaller creators precisely because their audiences view them as authentic and believable.

This is in the sweet spot of the clean-beauty space, where micro-influencers offer transparency and prioritize ethics  — in line with today’s common core category values. Consumers prefer endorsements from individuals who have personally used the products, interact with their audiences and are not influenced by paid endorsements.

CM: You mention there are five types of clean beauty consumers. Who are they?

Baer and McGuire: The clean beauty customer doesn’t fit neatly into one box. They can’t be categorized or identified by a single set of characteristics, lifestyle, incentives, perceptions or even standard of beauty. They don’t look alike, they don’t shop alike and they don’t identify with a product the same way. Beauty consumers fall into five distinct, emotionally driven archetypes, each shaped by core motivations and specific product needs, and with their own set of category behaviors.

• The Purist: This person values control above all else, and transparency is non-negotiable. They demand that labels clearly list ingredients and have verified formulations. They’re not just looking for clean; they are looking for proof and gravitate toward brands that offer simplicity, clarity and nothing to hide.
• Armor-Wearers prioritize readiness and seek confidence in high-stakes moments. They want products that perform reliably and can be trusted in challenging situations. To them, clean beauty isn’t just about appearance. It’s a tool for composure and control when they need to show up at their best.
• Life-Stagers are motivated by identity and personal milestones. Clean beauty becomes part of a broader narrative when navigating life transitions, whether they are starting a new career or embracing parenthood, moving from an apartment or beginning college. Understanding these priorities enables brands to tailor their messaging in a way that resonates on an emotional level.
• Connectors are driven by a sense of belonging, relying heavily on trusted peer recommendations and community validation. Their purchases are often guided by conversations with real-life friends and in private spaces like TikTok, Reddit and close-knit Facebook groups — contexts where authenticity thrives.
• Minimalists are consumers who value freedom, seek low-effort routines that deliver a strong impact, and simple, effective rituals that fit seamlessly into busy lifestyles. This segmentation aligns with broader industry findings that show consumers increasingly desire clean beauty as part of a minimalist aesthetic: “fewer products that do more, with less wasted time and effort” is their sentiment.

CM: So what’s the takeaway for brands?

Baer and McGuire: Clean beauty buyers are emotionally driven, far more than they are driven by brand labels or even familiarity. Brands that meet their deeper needs with clarity and authenticity will earn trust, and keep it. It’s no longer about being seen as “clean,” it’s about having their personal needs understood.

Lynne Leahy is Editorial Director at Cynopsis.