Sustainable beauty—meeting consumer expectations in color cosmetics

Capturing the attention and loyalty of consumers is tough, especially in the crowded market of color cosmetics.

Whether you’re with a global brand with mass appeal or a unique boutique brand with a distinctive style, the challenge is the same: providing high-performing, color cosmetics that align with consumer values.

Through a recent Eastman study, we gained valuable insights into consumer preferences for color cosmetics. Data was gathered on a range of topics, including performance expectations, common issues and consumer interest in safer ingredients.

According to our findings, today's consumers expect a lot from their color cosmetics. One theme that comes through loud and clear is consumers want cosmetics with longer wear, better coverage and improved color payoff. And they expect brands to choose safer and naturally sourced ingredients to improve performance.

If our data and insights would be a useful resource to help you navigate decisions for your brand, complete the form on this page to get a first glimpse through our region-specific summary reports.

If you’d like to discuss the areas of our research most relevant to your topics of interest or simply share your ideas on these themes, reach out to me directly through that same form. I look forward to connecting with you.

Maryellen Mantyla

Consumer insights manager | Eastman