72% of consumers consider organic ingredients important in personal care products

Research from NSF demonstrates the growing demand for cleaner choices and third-party certification for skincare, cosmetics and soaps, among other products

NSF, a global public health and safety organization, has released new consumer data that demonstrates the importance of health and sustainability in personal care purchasing habits.

“NSF’s survey results clearly indicate that today’s consumers are seeking clean beauty products made with organic, toxin-free ingredients,” said Roxanne Beavers, Senior Technical Reviewer on NSF’s Product Certification team. “Despite this growing demand, consumer trust in voluntary organic labels is lacking, underscoring the importance of third-party testing and certification.”

NSF commissioned TGM Research to conduct the survey among 1,000 Canadians in 2024. Questions specifically focused on personal care products such as skincare, cosmetics, soaps, and shampoos.

Key Findings:

• Organic ingredients matter: 72% of consumers consider organic ingredients important in personal care products. Meanwhile, 66% of consumers want to see a clear ingredients list to identify potentially harmful ingredients.
• Consumers don’t trust voluntary labels: Only 5% of Canadians completely trust voluntary labels—among older consumers (ages 60 to 75), this shrinks to 2%.
• Personal care product purchasing is driven by health and environmental impact: The top incentives for buying organic in this category include “better for personal health,” “less processed and less chemicals” and “better for the environment.”
• Paying a premium for organic is acceptable: 36% of survey respondents are willing to pay more for certified personal care products with organic ingredients. Younger consumers (ages 18 to 29) are even more willing at 46%.

In 2009, NSF introduced NSF/ANSI 305: Personal Care Products Containing Organic Ingredients (NSF/ANSI 305), one of the only consensus-based standards for the growing product category.

Today, NSF/ANSI 305 is considered a best practice by the Organic Trade Association and is listed by major retailers such as Whole Foods Market as a credible validation for personal care products.

Because the United States Department of Agriculture’s National Organic Program organic regulations were designed for food, it is often challenging for personal care products to be certified organic, as they contain non-food ingredients and undergo complex manufacturing processes.

Organic & Non-GMO Insights April 2025