Brits spend £5.3bn on 'clean beauty' products as natural skincare trend grows

The trend for clean eating has now spread to the cosmetics industry, with Brits splashing out £5.3 billion annually on organic beauty products.

A survey of 2,000 adults found that 69% try to "eat clean" by limiting their intake of processed foods. This growing focus on health has also influenced the beauty industry, with 47% of adults now seeking products made with natural ingredients and spending an average of £232 each year on such items.

Popular choices include items containing natural oils such as coconut, seed, tea tree, rosehip, moringa, and marula. Marine algae and seaweed are also in vogue.

Products containing upcycled ingredients like coffee grounds and fruit peels are also sought after, along with plant-based options like bakuchiol.

The research was commissioned by St. Ewe Free Range Eggs to mark World Egg Day and the launch of its Beauty Report which reveals beauty benefits of eggs.

Bex Tonks, farmer and founder of the family-run egg business, said: "The clean eating movement has clearly spilled over into skincare - consumers are no longer just reading food labels, they're scrutinising beauty labels too.

"They want transparency, simplicity, and ingredients they can pronounce, with natural ingredients non-negotiable for many.

"With dietary awareness seemingly shaping beauty routines, they're now as concerned with what goes on the skin as they are about what goes in the body."

A staggering 71% of organic product buyers are willing to shell out an average of 28% more for these items compared to their non-organic counterparts. Furthermore, 16% admitted they 'always' actively seek out goods containing organic ingredients, with another 36% often doing the same.

The primary motivations for purchasing organic products were not only to enhance skin health but also to ensure they knew exactly what they were applying, steering clear of artificial ingredients.

The survey, conducted via OnePoll, discovered that 59% view their diet as an integral part of their beauty regime. The most favoured sources of nutrition among such individuals are eggs (45%), yoghurt (44%), and berries (43%).

Interestingly, 23% have even concocted their own beauty products using everyday kitchen staples like eggs, lemon, and vinegar.

Bex Tonks, farmer and founder of St. Ewe Free Range Eggs added: "We've always believed that beauty starts from within - and our new report shows eggs are a key part of that. It's not just about what you eat, it's about how those nutrients support your skin, hair, and overall glow.

"Eggs are full of nutrition - and now we're seeing their benefits go beyond the breakfast table and into beauty routines."